Optimizely Data Platform (ODP)

Your customers interact with your brand across many touchpoints — website visits, mobile app sessions, email clicks, purchases, support tickets, and in-store interactions. Each system captures a fragment of the customer’s journey, but no single system sees the complete picture.

Without unified data, personalization decisions are based on incomplete information. Your website does not know what emails the customer opened. Your email system does not know what pages they browsed. Your marketing team cannot target campaigns to customers who are about to churn because no system connects the signals.

Optimizely Data Platform (ODP) solves this by collecting behavioral data from all channels, unifying it into a single customer profile, and making those profiles available for segmentation, personalization, and experimentation across Optimizely One.

ODP collects events from every customer touchpoint:

The key challenge is recognizing that the same person interacted across channels. ODP resolves identities by linking identifiers:

• Anonymous visitor → Cookie ID from website
• Known visitor → Email from form submission
• Customer → Customer ID from purchase

When a visitor fills out a form on your website, ODP links their anonymous browsing history (cookie) to their email address. When they later make a purchase, their customer ID is linked too. All three identifiers now point to one unified profile.

A unified profile contains:

• Identity — All linked identifiers (email, customer ID, device IDs)
• Attributes — Demographics, preferences, account details
• Event history — Every tracked interaction across all channels
• Computed metrics — Lifetime value, engagement score, recency/frequency
• Segment membership — Which audiences the customer belongs to

Segments are audiences defined by rules applied to customer profiles. Unlike traditional batch-processed segments (updated nightly), ODP segments update in real time as events arrive.

Example segments:

Segments can combine behavioral rules (what they did), temporal rules (when they did it), and attribute rules (who they are).

ODP is the data backbone that powers intelligent decisions across the platform:

Track any customer action across any channel:

// Website event
zaius.event('pageview', { page_title: 'Pricing', url: '/pricing' });

// Custom event
zaius.event('demo_requested', { plan: 'enterprise', source: 'pricing_page' });

// Purchase event
zaius.event('purchase', {
  order_id: 'ORD-123',
  total: 299.99,
  products: [{ id: 'PROD-1', name: 'Annual Plan', price: 299.99 }]
});

Build segments using a visual rule builder:

• Behavioral rules — “Viewed product page X in the last 7 days”
• Attribute rules — “Country is US AND plan is enterprise”
• Computed rules — “Lifetime value > $500”
• Temporal rules — “Last purchase was more than 30 days ago”
• Combined rules — AND/OR/NOT logic across all rule types

ODP segments can be activated across channels:

• Optimizely products — CMS visitor groups, Experimentation audiences
• Advertising platforms — Google Ads, Facebook, LinkedIn (audience sync)
• Email platforms — Triggered campaigns based on segment entry/exit
• Webhooks — Real-time notifications when customers enter/exit segments

ODP includes consent management:

• Consent tracking — Record and respect consent preferences per customer
• Data retention — Configurable retention periods
• Deletion requests — API for GDPR/CCPA right-to-deletion
• Anonymous mode — Collect behavioral data without PII until consent is given

ODP is most valuable when you have multiple customer touchpoints and want your marketing, personalization, and experimentation decisions informed by the complete customer journey — not just the current session.