Optimove Makes Marketing Personal for Millions with AI

It starts with a generic email, or a clueless text. Losing a loyal customer can be that simple: A promotion for something they just bought. A “we miss you” message from a company they shopped with three days ago. A happy birthday discount a day too late.

Optimove exists to solve this problem at scale. Founded in 2012 and headquartered in New York and Tel Aviv, Optimove committed early to a promise as a marketing platform: Let brands bring all of their customer data, including every interaction and signal, with no caps or compromises. The team wanted to empower marketers to take a Positionless Marketing approach, enabling them to execute any task — from analysis to campaign creation to AI-driven decision-making — without being constrained to a fixed role or set of tools.

This commitment helped Optimove earn the trust of more than 500 brands serving millions of customers across iGaming, retail, ecommerce and financial services.

But as daily data volumes scaled into the billions, keeping that promise required the right data and AI infrastructure. Optimove turned to Snowflake and Snowflake partner Google Cloud to scale without turning its back on the promise.

The reward for success is often more hard work. As Optimove grew, so did the complexity of delivering on its founding promise. Ohad Sheory, VP of Technology at Optimove, led the search for a platform that could handle unlimited data volumes at enterprise scale. To keep up with the demands of modern customer marketing, the right solution would also need to support data science workflows, multi-tenant orchestration and direct customer access to enriched data.

Snowflake matched Optimove’s requirements where others fell short. Secure Data Sharing gives enterprise clients zero-copy, SQL-native access to their own customer profiles, predictive scores, campaign results and engagement activity without building or maintaining custom ETL pipelines. For Optimove, that capability became a product differentiator, giving brands direct access to their customer intelligence inside their own Snowflake environments and eliminating a common reason enterprise clients need separate data teams.

Streams and Tasks, combined with Snowflake’s multi-cluster architecture, let Sheory’s team orchestrate per-tenant workloads for 500+ brands without resource contention. Now every brand on the platform gets consistent performance regardless of what other companies are doing, and Optimove can grow its customer base without degrading the experience for existing clients. 510+ Dynamic Tables refreshing hourly power the analytics dashboards that show up directly in Optimove’s product interface — keeping the insights brands act on current without manual intervention or a dedicated engineering effort to maintain them.

The performance gains were immediate. Historical data refreshes that once took three days now complete in 40 minutes. Complex analytical queries that previously required two hours now run in 77 seconds.

Every day, Snowflake processes 8.4 billion rows of customer data on behalf of Optimove’s brand portfolio. Whether it’s segmenting audiences, scoring churn risk and lifetime value, or ensuring each customer gets the right message wherever they are exactly when it matters, Optimove helps its brands connect with the real people on the other side of the numbers. A player at a gaming platform deciding whether to return, a retail customer who bought something last month and might need something new, a loyalty member whose engagement has started to slip.

By never capping customer data volume, Optimove’s AI trains on complete behavioral histories rather than compressed samples for each of its brands. This complete and growing source of truth drives measurable results, with campaigns selected by Optimove’s AI outperforming human-selected audiences by 19%, measured through holdout group testing. Brands using Optimove’s self-optimizing journeys see 37% greater uplift than traditional campaign selection, while AI-powered personalization delivers response rates 49% higher than generic messaging.

The cumulative outcome is a 33% average increase in customer lifetime value, going beyond better campaigns to build more durable customer relationships. From Caesars Entertainment and Lottoland to Blain’s Farm & Fleet, brands depend on these capabilities to personalize millions of interactions, reaching customers with communications that know them instead of feeling cut-and-paste.

Optimove built one of its most distinctive capabilities entirely on Snowflake’s Secure Data Sharing.

Enterprise clients can now access their own customer profiles, predictive scores, campaign results and engagement activity inside their existing Snowflake environments without building a single pipeline, managing synchronization or moving data between systems. Marketing, analytics and data teams can work from a single source of truth in near real time.

“This isn’t just an engineering story,” says Meryl Serouya, Global Senior Director of Partnerships at Optimove. “We made a promise to our customers — bring in everything, no limits — and Snowflake and Google Cloud are how we keep it. 8.4 billion rows a day, 2 billion real-time events, and still no ceiling on how much data brands can bring in. For our customers, that means you’re not integrating into a data stack — you’re plugging into an enterprise-ready platform built for AI at scale.”

Snowflake handles Optimove’s batch processing and analytics while Google Cloud runs its operational infrastructure with no performance tradeoffs. Google Cloud services including Pub/Sub, Dataflow and Bigtable ingest 2 billion behavioral events daily, powering the real-time personalization triggers that let brands reach customers at exactly the right moment: when a player logs back in, a shopper abandons a cart or a loyalty member’s engagement starts to slip. Google Kubernetes Engine (GKE) orchestrates the platform’s application services, delivering a 40–60% improvement in execution times after Optimove’s cloud migration. Apache Iceberg tables on Snowflake, backed by Google Cloud Storage, reduce data movement between the two environments, cutting engineering overhead and keeping customer data consistent across both platforms without duplication.

That interoperability is a foundation Optimove is extending as it invests further in open table formats, building an architecture flexible enough to adopt any new AI capabilities without rearchitecting from scratch. As Optimove continues to expand its AI, Snowflake remains central to that roadmap, from Dynamic Tables and Secure Data Sharing today to planned investments in Cortex AI.

Optimove’s mission hasn’t wavered from its early days: Help every brand make smarter decisions, create more relevant experiences and grow faster. With Snowflake and partner Google Cloud, Optimove now has the right platform to keep that promise this year, and the next twenty.