Download PDF
Optimizely Sees Results With Funnel-Stage Remarketing
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Software
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
The Challenge
Optimizely, a leading online A/B testing and experience optimization platform, was seeking a data-driven solution to provide rich user insights and to re-engage users. The company wanted to show customized messages based on a customer’s stage in the relationship with the brand, with the aim of advancing them to the next step in the customer journey. The challenge was to find a granular yet simple way to remarket to visitors at specific points in the sales funnel using a data-driven analytics platform that’s native to Google AdWords.
About The Customer
Optimizely is a leading online A/B testing and experience optimization platform based in San Francisco, California. The company offers innovative, data-driven marketing solutions for its clients. With over 8,000 customers and 7 billion optimized experiences, Optimizely is a major player in the field of online testing and optimization. The company's goal is to provide rich user insights and bring users back by showing customized messages based on a customer’s stage in the relationship with the brand.
The Solution
Optimizely turned to Google Analytics Premium for its remarketing efforts. The first step involved using Google Analytics to create virtual page views to bucket users into funnel stages. This allowed Optimizely to create remarketing lists around different stages of the sales funnel. Once the remarketing lists were created, custom combination lists were created in AdWords. This enabled Optimizely to identify visitors who had created an account but hadn’t yet become paying customers. Once a customer’s funnel stage was identified, Optimizely would show the group an ad encouraging them to participate in a demo or view a free webinar, eventually re-engaging them to take the next step in the conversion path. As a result, nearly every remarketing message was informative, customized, and relevant.
Operational Impact
Quantitative Benefit
Related Case Studies.
Case Study
Factor-y S.r.l. – Establishes a cost-effective, security-rich development environment with SoftLayer technology
Factor-y S.r.l., a web portal developer, was faced with the challenge of migrating its development infrastructure to a reliable cloud services provider with highly responsive technical support. The company needed a solution that would not only provide a secure and reliable environment but also support its expansion by providing resources to create and deliver innovative offerings.
Case Study
Darwin Ecosystem: Accelerating discovery and insight through cutting-edge big data and cognitive technologies
Darwin Ecosystem was founded with a unique vision of harnessing chaos theory mathematics to uncover previously hidden connections in unstructured data. The company’s algorithms can look at all the data generated by any source (such as news, RSS feeds and Twitter), and analyze how a specific set of concepts within that data are evolving over time. This is particularly valuable in situations such as business and competitive intelligence, social research, brand monitoring, legal discovery, risk mitigation and even law enforcement. A common problem in these areas is that a regular web search will only turn up the all-time most popular answers to a given question – but what the expert researcher is actually interested in is the moment-tomoment evolution of the data available on that topic. Darwin’s algorithm is computationally intensive, and the sources of data it correlates can be vast. To bring its benefits to a larger commercial audience, Darwin needed to find a way to make it scale.
Case Study
Zend accelerates, simplifies PHP development
Zend Technologies, a major contributor to the PHP open source community, needed to keep pace with emerging trends such as mobility, agile development, application lifecycle management and continuous delivery. The company needed to provide the right tools to the worldwide community of PHP developers. The challenge was to support enterprise-class capabilities from end to end, including mobile, compliance and security. The pace of business required developers to show results fast across a variety of devices without compromising quality or security.
Case Study
Delivering modern data protection with cloud scale backup from Cobalt Iron and IBM
Organizations are struggling to modernize their legacy data protection environments in the face of growing demands around new infrastructure, new applications, and budget consolidation. Virtualization and modern application development processes have significantly outgrown legacy backup architectures. In response, infrastructure teams have created multiple backup solution types to handle the varying SLAs (performance, scale, cost) required by their business sponsors. However, the sheer number and variety of solutions in this uncontrolled expansion creates huge amounts of work, threatening to overwhelm the IT team in many organizations. Today, developers may add new applications and virtual server instances by the hundreds per day without accounting for the restrictions of the existing backup infrastructure. They leverage the cloud for immediate compute and storage resources, yet rarely communicate succinctly with corporate IT to ensure that the appropriate data protection services are in place.
Case Study
Achieving near limitless scalability and flexibility with data in the cloud
Web-based publishing platform SpaceCraft found that as its client base grew, it was spending an increasing amount of time managing its databases, distracting its focus from product innovation. As its user base rapidly expanded, data volumes at SpaceCraft began to rise dramatically. Along with their main focus on maintaining and further developing a great platform for web publishing, the SpaceCraft team had the added pressure of managing the increasing quantities of data while ensuring ongoing high performance for clients.
Case Study
nViso SA – Delivers emotion recognition solutions worldwide with a scalable SoftLayer hosting solution
nViso SA, a company that provides emotion recognition solutions, was in need of a high-performance cloud hosting infrastructure. The company wanted to extend its services to a global customer base. The challenge was to find a solution that could handle the demands of their growing customer base and the need for high performance and reliability.
