Positionless Marketing Platform creator doubles down on real-time personalization with the launch of new capability: Live Formulas

Optimove, the creator of Positionless Marketing, announced the launch of Live Formulas, a new platform capability that enables marketers to instantly trigger campaigns based on real-time customer behavior. With Live Formulas, marketers can aggregate customer actions over a defined time period and launch personalized campaigns the moment specific conditions are met.

This capability marks a significant advancement in real-time personalization. For example, a campaign can automatically deploy when a customer deposits or spends more than $1,000 within a 12-hour window. Instead of reacting hours or a day after the fact, brands can now respond instantly to signals of high intent, churn risk, or engagement shifts.

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Live Formulas is natively embedded in Optimove’s orchestration engine. It supports a wide range of scenarios across industries, including:

• iGaming: Trigger a retention campaign when a player loses a predefined amount within a 3-hour window, or if their deposit-to-withdrawal ratio spikes
• Retail: Instantly launch a limited-time promotion when a shopper views more than five high-ticket items in one session but does not convert within the hour

“Marketers know the pain of seeing customer signals too late. Live Formulas gives them the power to act in the moment with no waiting, no handoffs, just real-time engagement,” said Ben Tepfer, Director of Product Marketing at Optimove. “Instead of working off stale data or waiting on technical resources, marketers can now define the logic, set the thresholds, and instantly deploy personalized engagement all from within the Optimove platform. It’s real-time Positionless Marketing giving marketers new options, power, and independence.”

The technology behind Live Formulas allows marketers to define single or multi-step calculations over streaming customer activity. For example, teams can track the sum of deposit amounts in the past 90 minutes or calculate a ratio between abandoned carts and product views over a 2-hour span. These formulas continuously monitor customer behavior and instantly trigger campaigns the moment thresholds set by the marketer are met.

Tepfer added that Live Formulas was built based on hundreds of in-depth conversations with clients and Optimove’s customer success teams. “These are some of the most sophisticated marketers who told us they needed the power to act on real-time signals without waiting. This launch delivers on that need,” he said.

Live Formulas exemplifies the core of Positionless Marketing: giving every marketer the tools to act independently, without waiting on engineers, analysts, or external systems. By combining data, decisioning, and execution in a single platform, Optimove helps brands build real-time, customer-led marketing programs that scale.

“Consumers don’t wait, and marketers shouldn’t have to either,” added Tepfer. “With Live Formulas, we’re giving marketers the control to meet their customers in the moment with relevance, speed, and empathy.”

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