Movable Ink introduces Universal Data Activation for cross-channel personalization

AI-powered content personalization platform Movable Ink launched new Universal Data Activation capabilities that allow marketers to create personalized experiences across email and mobile channels.

“With Movable Ink, marketers can finally unlock the full potential of their marketing stack, leveraging data — from wherever it lives — to dynamically personalize content for every customer, across any touchpoint,” said Movable Ink CEO and co-founder Vivek Sharma, in a release.

How it works. Using Universal Data Activation, marketers can stream any element of data from any source — CDP, website, mobile app or homegrown solution. This applies to customer data, behavioral data, product data, transactions and other kinds of data.

As a result, for example, a behavior event captured by a CDP can now automatically generate a new piece of personalized content served to a customer.

Integrations. Universal Data Activation integrations are available for Adobe Experience Platform, Braze and Twilio Segment.

These integrations aim to match these new personalization capabilities to the business’s current stack and workflow.

Why we care. What began as a platform focused on personalizing email dynamically has now expanded by broadening the sources of data and channels where the data can be used to personalize content. And these added personalized engagements are created automatically without adding more work to the marketing team, thanks to AI. As a result, this higher level of personalization in more places along the customer journey will allow organizations to create more sophisticated ROI use cases. 

Dig deeper: Movable Ink’s Da Vinci thinks outside the campaign box