Optimizely has launched a dedicated, stand-alone Personalization product, enabling businesses to tailor content dynamically for different audience segments. Built on the trusted Web Experimentation platform, Optimizely Personalization combines proven A/B testing methods with advanced targeting capabilities. Here’s how it works, why it’s effective, and how it could be the missing piece in your marketing strategy.
Optimizely Personalization vs. Web Experimentation
Optimizely Personalization builds on Optimizely's marketing leading Web Experimentation product but shifts the focus from isolated A/B tests to creating custom experiences for different audience groups. While Web Experimentation is primarily about testing specific elements and optimising them for general effectiveness, Personalization is about delivering targeted content based on who each user is.
The Power Behind Personalization: Contextual Multi-Armed Bandits (CMAB)
Contextual Multi-Armed Bandits (CMAB) is the technology that drives Optimizely Personalization. CMAB continuously learns and adapts, assigning users to personalized content based on real-time data. Drawing on information from sources like a Customer Data Platform (CDP), CMAB matches users with the most relevant content and automatically adjusts as user behavior and context change. This adaptive approach ensures that each user receives an experience tailored to their current needs, helping brands deliver the right content at the right time.
Integration with Popular CDPs
Effective personalization relies on rich, contextual data, and Optimizely makes it easy to bring this data in through pre-built, no-code connectors. Integrations with popular Customer Data Platforms (CDPs) like Optimizely Data Platform (ODP), Tealium, and Segment allow marketers to enrich their personalisation campaigns with real-time user data without needing technical expertise. These CDP integrations enable teams to leverage data from across the customer journey—such as purchase history, site behavior, and engagement—to deliver relevant experiences.
Use Case: How Personalization Delivers Value for Marketers
Consider a retailer using Optimizely Personalization to engage with different segments of their customer base. They could create a targeted homepage experience for repeat customers, featuring personalised product recommendations and exclusive offers, while new visitors see a welcoming, brand-focused experience. By continuously optimizing these experiences with CMAB, the retailer’s campaigns become more effective over time, increasing engagement and conversions.
Getting Started with Optimizely Personalization
Starting with Optimizely Personalization is straightforward, especially if your organization already uses Web Experimentation. Begin by defining your audience segments and selecting the contextual data sources that will help tailor your content to their needs. Then, set up your initial personalisation campaigns, focusing on high-impact areas of your site, like the homepage or key landing pages. With Optimizely's no-code approach, it takes only minutes to create your first campaign.
Commentaires