• by Ray Schultz , Columnist, September 19, 2023

The nagging problem of connecting elements in the technology stack is being addressed with a new product from Movable Ink, the email and technology firm that has evolved into being a content personalization platform.  

The new offering, Universal Data Activation, allows users to access data elements including customer, behavioral, product or catalog, transactional and business from any source to conduct hyper-personalized marketing, the company says.

“Martech is no longer monolithic,” says Vivek Sharma, CEO and co-founder of Movable Ink. “Today’s marketers can piece together a best-in-class tech stack to address the unique needs of their organization. It’s the connectivity between the technologies, however, that has continued to be a struggle.”

Accessing data certainly is a challenge for email teams that need more information on customers than their own response metrics.  

Sharma adds that Universal Data Activation enables users to leverage data “from wherever it lives — to dynamically personalize content for every customer, across any touchpoint.” That includes CDPs, websites, mobile apps or “homegrown solutions.”  

Universal Data Activation includes integrations with Twilio Segment, Adobe Experience Platform and Braze. 

Twilio Segment’s CDP clients “now have the ability to easily access customer data in Twilio Segment and activate it into real-time, personalized content with Movable Ink,” says Kathryn Murphy, senior vice president, product & design at Twilio Segment.

Universal Data Activation also lets users activate data without IT, speeding up the process, Movable Ink says. In addition, brands can integrate the solution across their martech ecosystem.

Earlier this year, Movable Ink unveiled an artificial intelligence (AI) suite featuring four models that it said can help brands achieve content personalization.  The new suite, Movable Ink AI,combines machine learning, deep learning, and generative AI to individualize every experience.  

In addition, the company rolled out its Mobile Software Development Kit (SDK), allowing native capture of behavioral events that occur in the app.