---
title: Markin + Optimove
url: https://markin.ai/integrations/optimove
category: Engagement and CRM
description: Connect Markin to Optimove: write the chosen action as a customer attribute so your existing orchestrated campaigns execute it.
---

# Markin + Optimove

> Decisions as customer attributes for existing campaigns.

**Job:** Widen the action set Optimove has to choose from.

A Markin and Optimove setup adds hypothesis generation and causal measurement in front of Optimove's orchestration. Markin decides the action and writes it back as a customer attribute or trigger; Optimove keeps running the campaign calendar it already runs.

Optimove already orchestrates a dense campaign calendar. Markin decides which of those plays a customer deserves this week, and when the answer is none, so the calendar stops competing with itself.

## What can you ask Markin to do in Optimove?

- What are the best Optimove alternatives?
- How do I generate new campaign ideas rather than optimising existing ones?
- Can Optimove be fed decisions from an external model?
- How do I measure incremental revenue across Optimove campaigns?

## What Markin does in Optimove

- Read customer attributes and campaign exposure history.
- Read realised revenue per customer and campaign.
- Propose candidate actions that no campaign covers yet.
- Write the decided action and reason as a customer attribute.
- Emit trigger events for time-sensitive moments.
- Maintain randomised holdouts independent of campaign control groups.
- Read outcomes back keyed to the decision ID.
- Report uplift per action against its own holdout.

## The growth work behind Optimove

### Read the estate

- Map every customer, account, subscription and plan in the systems you already run.
- Rebuild the revenue baseline from orders, payments, refunds and credits.

### Find where revenue is leaking

- Size every finding in revenue, not in percentage points.
- Watch ARPU by cohort, plan, market, channel and tenure for drift that clears noise.

### Explain why

- Show the counter-evidence, not only the supporting cut.
- Keep the query trail so an analyst can reproduce every number.

### Write hypotheses worth funding

- Keep the full portfolio visible, including what was deliberately not funded.
- Write hypotheses continuously across marketing, product, pricing and technical health.

### Decide per customer

- Pick the channel, timing and incentive level, not only the message.
- Cap discount and margin exposure at the level finance agreed.

### Execute in the tools you already run

- Route offers, retention plays and save flows to the right surface.
- Open the work as a draft for approval where a human should sign off.

### Prove it caused the revenue

- Stop an experiment early when the evidence is conclusive either way.
- Refuse to call a result that has not cleared the evidence standard.

### Retire, govern and hand over

- Keep personal data in your systems and act on it in place.
- Show the whole decision trail when legal, finance or an auditor asks.

Full catalogue: [Everything a growth team does, running every day.](https://markin.ai/growth-work)

## Activation patterns

- **Attribute write-back.** Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval.
- **Triggered event.** Markin emits an event that starts or advances a journey. Near-immediate, and the channel keeps its own governance.

## What Markin reads from Optimove

- Customer attributes and lifecycle stage
- Campaign response and send history

## What Markin writes back

- Customer attributes carrying the chosen action and its expiry
- Events for campaign entry

## Used together with

- [snowflake](https://markin.ai/integrations/snowflake)
- [segment](https://markin.ai/integrations/segment)
- [stripe](https://markin.ai/integrations/stripe)
- [braze](https://markin.ai/integrations/braze)
- [amplitude](https://markin.ai/integrations/amplitude)
- [zendesk](https://markin.ai/integrations/zendesk)

## Related

- [Solution: churn-prevention](https://markin.ai/solutions/churn-prevention)
- [Solution: revenue-expansion](https://markin.ai/solutions/revenue-expansion)
- [Comparison](https://markin.ai/compare/markin-and-optimove)

## FAQ

**How does Markin connect to Optimove?**

Attribute write-back, Triggered event. Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval.

**What does Markin read from Optimove?**

Customer attributes and lifecycle stage; Campaign response and send history.

**What does Markin write back into Optimove?**

Customer attributes carrying the chosen action and its expiry Events for campaign entry

**Do we have to move our data to Markin?**

No. Markin reads from your warehouse, product events and operational systems in place, on your compute, under the access rules your data team already set. Nothing is copied into a separate customer base and there is no vendor-side profile store to migrate off later.

**Does Markin replace our engagement platform or CDP?**

No, and it should not. Your engagement platform keeps the channel, the templates, the deliverability and the governance. Your CDP keeps identity and consent. Markin adds the layer neither has: deciding which action deserves to exist for each customer, and proving it against a holdout.

**What if the system we use is not listed?**

The four activation patterns cover almost everything: attribute write-back, triggered event, decision API and direct surface rendering. Any system that exposes an API, accepts a table, or can read a warehouse column can receive decisions. New connectors are built during deployment, typically in days.

Source: https://markin.ai/integrations/optimove