Nov 21, 2024
Optimizely’s Opticon 24 conference billed itself as the place where marketing dreams came true. With the latest feature advancements, the integration of AI, and a strong focus on digital presence, Optimizely looks to be on a great path.
Oshyn was a proud sponsor of the event, and if you missed Opticon in San Antonio, here are some of the highlights, including some thoughts from Oshyn staff who attended.
Promising Vision and Joining the AI Party
As with most DX conferences in 2024, AI integration took center stage at Opticon. Optimizely announced an expanded partnership with Google Cloud (following the listing of Optimizely CMP), offering increased access to Google Gemini models, marketing workflows, and data warehouse analytics.
Optimizely customers will be able to access Gemini directly within Optimizely via Opal. They also unveiled AI agents that will support various marketing functions. These AI agents will be powered by Google Gemini and enriched with content, including company information, brand guidelines, and custom instructions. This will allow the AI agents to perform several tasks, from content and campaign creation to project management and summarizing experiments.
Moreover, the healthcare industry is set to be a significant focus area for Optimizely. It announced that the PaaS and SaaS CMS and its Web and Feature Experimentation products are now HIPAA-enabled. Significantly, Optimizely will also act as a Business Associate when partnering with healthcare customers.
Growing Energy and Momentum
Throughout the conference, Optimizely reminded everyone of the upward trend the company has experienced over the last 12 to 18 months. Industry analysts, including Gartner, Forrester, and IDC, recognized the vendor as a Leader eight (8) times in 2024.
“There’s a momentum and energy behind the Optimizely brand right now that shows they’re ready to compete with other leaders in the DXP space,” said Allison Feldmann, Vice President of Strategic Alliances & Growth at Oshyn.
Over the last few years, Optimizely has made several smart acquisitions of market-leading solutions to expand its product portfolio. These acquisitions, the latest of which includes NetSpring, have allowed Optimizely to continue enhancing its products and services and deliver a top-quality DXP to customers.
A Clear Focus on Supporting Marketers
Since its announcement, Optimizely has positioned Optimizely One as the world’s first operating system for marketing and digital teams. It connects everything from planning and content creation to layout and publishing to testing, personalization, and analysis—all in one place.
“With Optimizely One, it looks like Optimizely has managed to get the packaging spot on. It’s going to be interesting to see how it fulfills the promise of solving marketer headaches and connecting the tools in the marketing ecosystem,” said Oshyn CEO Diego Rebosio.
Combined with the SaaS CMS and CMP, the recently announced Personalization product, and Optimizely’s established Experimentation solutions, Optimizely remains focused on delivering value for marketers.
Experimentation and Testing Solutions a Cut Above the Rest
Optimizely’s acquisition of warehouse native analytics platform NetSpring is meant to allow customers to “tie experimentation and other digital experience activities to business metrics and outcomes that reside in customers’ data warehouses.”
Considering that they only announced the product acquisition a month ago, the demo at Opticon, which shows how customers will be able to use it, is a promising sign.
“Being able to pull data from NetSpring and leverage it as intelligence for personalization and experimentation on your website and across other products could be a key differentiator for Optimizely and their customers,” said Christian Burne, CTO at Oshyn.
Take Control of Your Marketing Journey
Opticon was a memorable experience, and Optimizely’s announcements, demos, and workshops show that it will continue to be a major player in the digital experience landscape.
Whether you’re a smaller enterprise or a global corporation, Optimizely offers several products to help businesses enhance their digital presence. With the assortment of products available, selecting the right tools is easier said than done, so it’s essential for brands to have the proper support.
Oshyn is an Optimizely partner offering years of implementation experience and services to help you build the best digital experience possible. From start to finish, we provide design planning, development, post-launch enhancements, and maintenance to support your digital journey. Contact us to see how we can help with your Optimizely needs.
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