Opticon 2017 Pushing the Boundaries of Experimentation

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Pushing the Boundaries of Experimentation With Optimizely’sAPIs and Extensions

Nick DiRienzoSenior Software Engineer, Optimizely

ShreyasGrowth Hacker, Atlassian

Stuart DixonDirector, Product Management, Gap

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1. Enabling Automation and Collaboration

2. Atlassian: Automating Workflows

3. Gap: Journey to Personalization

4. Q&A

Agenda

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Automate and Scale

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Create

Experiments and

Campaigns

Manage Variations Monitor Results

Generate

Audiences

Update ProjectsCreate Exclusion

Groups

REST API

Create, Manage, and

Monitor Experiments

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POST /v2/experiments

Headline Testing At Scale

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GET /v2/experiments/{experiment_id}/results

PATCH /v2/experiments/{experiment_id}

Maximizing revenue by increasing traffic to a positive variation

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MeasureMore Effectively

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• In-Store

• Phone

• Direct Mail

• Affiliate Data

• Lifetime Value Data

Offline

Conversions

Security

Constraints

Augment

Existing Data

Event API

Send events programmatically from any source

• Good for

where can’t

use client-side

JavaScript

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window["optimizely"].push({

"type": "event",

"eventName": "Purchase",

"tags": {

"title": "Denim Coat",

"revenue": 14999

}

});

JavaScript API

Go beyond tracking clicks

and page views

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window["optimizely"].push({

"type": "holdEvents"

});

window["optimizely"].push({

"type": "sendEvents"

});

JavaScript API

Improved performance and

3rd party analytics

matching

New endpoint for control

batching and event timing

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BI System

timestamp project_id campaign_id experiment_id

………………… ……………………… …………………………… …………………………

Data Export API

Bring your raw event

data into your BI system

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Improving our REST API for X

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Improved reliability and performance

Results V1

22s

Results V2

2s

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Improved Experiment Collaboration

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POST /v2/extensions

Extensions

Reusable templates built

using HTML, CSS, and

JS

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https://github.com/optimizely/addons-library/tree/master/Extensions

Extensions

CarouselsEmail FormsBanners

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1. Upgrade to Optimizely X

2. Use the new /events endpoint for

JavaScript API for better performance

and matching

3. Integrate with the REST API to manage

events more programmatically

4. Take advantage of extensions to reduce

one-off development and enable

everyone to do more advanced

experiments

Recommendation

s

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THANK YOU

Using the Oprimizely APIs

ShreyasSr. Growth Hacker, Atlassian

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Gap’s Journey to PersonalizationStuart DixonDirector, Product Management. Gap, Inc

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Challenge: The digital oil painting

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The Desire

• Enable personalization

• Move Faster

• Produce, Re-use, Recycle

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Why we chose Extensions

1

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Easy

Templatization

Integrates with

Optimizely

Personalization

and

Experimentation

Reduces Code &

Complexity

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Personalization Team

Digital Product

Management

Central Marketing

Brand Content

Managers

Customer Analytics

UX

Building the team

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“”

How do you get content teams to think more like

web designer vs. print magazine designers?

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Align

Design & DevelopmentModularize

ContentCreate

Branded Design System

Transitioning from existing design mindset

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Consistent Layouts Accessible to

All Digital Stakeholders

UX/Design Led

Create a Branded Design System

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Led by

Content developer

Solve for

Reporting

Reusable Extensions Start with Basics

But Transition to

Personalized

Modularize Content

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Design + Development

Become Synonymous Move to Creative Review

in Production

Led by

Web Production

Simplify

Updates

Align

Design & Development

Align Design & Development

Demo

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Integrate with behavioral API

and customer 360 platform to

leverage customer attributes to

individualize the experience

OptimizePersonalization

at ScaleExpand

What other functional

components of the sites

could be developed using

extensions?

Improve engagement by

A/B testing against

different segments

What’s next

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THANK YOU