Optimizely Launches Easy Event Tracking, a New Way to Understand and Optimize Every Element of the User Journey


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New capability lets brands connect any third party data to the leading experimentation platform, allowing businesses to understand the impact of experiments on the metrics that matter most

SAN FRANCISCO – February 26, 2019Optimizely, the world’s leader in digital experience optimization, today announced Easy Event Tracking, a new capability that allows brands to connect third-party data from their ecosystem in to the Optimizely platform. This allows brands an integrated way to test, experiment on and optimize every element of the user journey. The new offering gives brands a seamless way to capture metrics from other systems within Optimizely, to provide a full view of their customer, and understand the true effect of experiments.

Today, there is an endless amount of tools and systems to measure and understand the customer experience. They capture various metrics such as acquisition, customer lifetime value, and user satisfaction. However, capturing and analyzing data from these touchpoints has proved challenging, requiring companies to build elaborate methods to integrate their data and track external events, or risk missing key insights because of the complexity to build a holistic view of the customer. With Easy Event Tracking, Optimizely removes this technical burden for customers by helping them connect data from any source — such as CRM, sales and BI data — and measure the impact of their experiments across metrics that matter most to their business.

“At Just Eat, we’re not just experimenting across every digital touchpoint, we’re also experimenting across teams to deliver unrivaled customer experiences to millions of customers. Easy Event Tracking will completely transform how our teams collaborate and enable us to understand the entire customer journey by measuring the impact of our experiments across all digital touchpoints. This is really the beginning: we’re excited to continue close collaboration with Optimizely as features evolve and enable us to rapidly scale experimentation at Just Eat,” said Ben Glynn, Distinguished Engineer, Just Eat.

“As businesses strive to build better customer experiences, they’re tapping into more datasets than ever before to get a full picture of the customer journey,” said Claire Vo, SVP of Product, Optimizely. “With this new capability, we’re helping to remove the ‘blind spot’ that some brands have in connecting historically disconnected datasets to experimentation. We’re continuing our mission to build an intuitive, open environment and giving users one comprehensive platform on which to bridge these diverse datasets and ecosystems so they can test and improve their business.”

Easy Event Tracking makes it seamless for brands to capture and measure the impact of all experiences across the customer lifecycle:

  • When your users are assigned to an Optimizely experiment or personalization campaign, our experimentation platform remembers these assignments. From then on, as your users interact with your experiences across the different touchpoints, any events sent to Optimizely are automatically matched to the experiments and campaigns the users were assigned to.
  • As a result, you can seamlessly track events across systems, channels and customer touchpoints; helping companies scale experimentation to more teams by integrating their metrics across all channels; and simplifying third-party integrations, which opens opportunities for new partnerships.

Easy Event Tracking is generally available for all customers using our updated Full Stack 3.0 SDKs and Event API. Currently, most SDKs are supported with additional languages to follow.

For more information on Optimizely’s updated event attribution, read our knowledge-based article.

About Optimizely

Optimizely is the world’s leader in digital experience optimization, allowing businesses to dramatically drive up the value of their digital products, commerce and campaigns through its best in class experimentation software platform. By replacing digital guesswork with evidence-based results, Optimizely enables product and marketing professionals to accelerate innovation, lower the risk of new features, and drive up the return on investment from digital by up to 10X. Optimizely’s impressive customer list includes eBay, FOX, IBM, The New York Times and many more global enterprises. To learn more, visit optimizely.com.

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