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Overview

  • By Optimizely Education
  • Published: Sep 23, 2025
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Outline

Welcome

In this module, you will be presented with an introduction to the ODP Activation feature, which enables you to use ODP data to drive real business results through segmentation, personalization, and lead capture.

After completing this course, you should be able to:

  • Identify key concepts related to activation
  • Understand the basics of campaign configuration using customer segments
  • Set up an ODP Modal

What is it? / Why use it?

ODP Activation allows you to launch modals (popups) from ODP, as well as content embeds using our inline editor and natively connected forms. You can also activate your standard segments across popular marketing delivery channels.

ODP customer profile

With ODP, you can unify data from your own data sources, perform analysis & segmentation for targeted and personalized marketing programs, experiences and experimentation.

Flavors of marketing activation

You can maximize ODP's marketing activation features in several different areas of your business.

Category Sub-categories
Experience personalization
  • Website experience personalization
  • Customer service personalization
  • Messaging personalization
  • POS/In-store personalization
Messaging
  • Email
  • SMS
  • Direct mail
  • App push notification
  • Browser push notification
  • Messenger platforms
Advertising
  • Social advertising
  • Search advertising
  • Video advertising (YouTube, Vimeo, etc)
  • Digital advertising
Experimentation
  • Experiment on live customer experiences
  • Exploration/Exploitation
  • Segmented experiments with relevant goal metrics
SEO/Content strategy
  • Data-driven website content strategy
  • Data-driven blog strategy
  • Data-driven organic social content strategy

If you want to know more on how to use activation, check out this demo: