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opticon2017
Pushing the Boundaries of
Experimentation With Optimizely’s
APIs and Extensions
Nick DiRienzo
Senior Software ...
opticon2017
1. Enabling Automation and Collaboration
2. Atlassian: Automating Workflows
3. Gap: Journey to Personalization...
opticon2017opticon2017
Automate and Scale
opticon2017
Create
Experiments and
Campaigns
Manage Variations Monitor Results
Generate
Audiences
Update ProjectsCreate Ex...
opticon2017
POST /v2/experiments
Headline Testing At Scale
opticon2017
GET /v2/experiments/{experiment_id}/results
PATCH /v2/experiments/{experiment_id}
Maximizing revenue by increa...
opticon2017
Measure
More
Effectively
opticon2017
• In-Store
• Phone
• Direct Mail
• Affiliate Data
• Lifetime Value Data
Offline
Conversions
Security
Constrain...
opticon2017
window["optimizely"].push({
"type": "event",
"eventName": "Purchase",
"tags": {
"title": "Denim Coat",
"revenu...
opticon2017
window["optimizely"].push({
"type": "holdEvents"
});
window["optimizely"].push({
"type": "sendEvents"
});
Java...
opticon2017
BI System
timestamp project_id campaign_id experiment_id
………………… ……………………… …………………………… …………………………
Data Export ...
opticon2017opticon2017
Improving our
REST API for X
opticon2017
Improved reliability and performance
Results V1
22s
Results V2
2s
opticon2017
Improved Experiment
Collaboration
opticon2017
POST /v2/extensions
Extensions
Reusable templates built
using HTML, CSS, and
JS
opticon2017
https://github.com/optimizely/addons-library/tree/master/Extensions
Extensions
CarouselsEmail FormsBanners
opticon2017
1. Upgrade to Optimizely X
2. Use the new /events endpoint for
JavaScript API for better performance
and match...
opticon2017
THANK YOU
Using the
Oprimizely APIs
Shreyas
Sr. Growth Hacker, Atlassian
opticon2017
Gap’s Journey
to
PersonalizationStuart Dixon
Director, Product Management. Gap, Inc
opticon2017
Challenge: The digital oil painting
opticon2017
The Desire
• Enable personalization
• Move Faster
• Produce, Re-use, Recycle
opticon2017
Why we chose Extensions
1
opticon2017
Easy
Templatization
Integrates with
Optimizely
Personalization
and
Experimentation
Reduces Code &
Complexity
opticon2017
Personalization
Team
Digital
Product
Management
Central
Marketing
Brand
Content
Managers
Customer
Analytics
UX...
opticon2017
“
”
How do you get content teams to think more like
web designer vs. print magazine designers?
opticon2017
Align
Design & Development
Modularize
Content
Create
Branded Design System
Transitioning from existing design ...
opticon2017
Consistent Layouts Accessible to
All Digital Stakeholders
UX/Design Led
Create a Branded Design System
opticon2017
Led by
Content developer
Solve for
Reporting
Reusable Extensions Start with Basics
But Transition to
Personali...
opticon2017
Design + Development
Become Synonymous Move to Creative Review
in Production
Led by
Web Production
Simplify
Up...
Demo
opticon2017
Integrate with behavioral API
and customer 360 platform to
leverage customer attributes to
individualize the e...
opticon2017
THANK YOU
Opticon 2017 Pushing the Boundaries of Experimentation
Opticon 2017 Pushing the Boundaries of Experimentation
Opticon 2017 Pushing the Boundaries of Experimentation
Opticon 2017 Pushing the Boundaries of Experimentation
Opticon 2017 Pushing the Boundaries of Experimentation
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Opticon 2017 Pushing the Boundaries of Experimentation

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Pushing the Boundaries of Experimentation with Optimizely's APIs

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Opticon 2017 Pushing the Boundaries of Experimentation

  1. 1. opticon2017 Pushing the Boundaries of Experimentation With Optimizely’s APIs and Extensions Nick DiRienzo Senior Software Engineer, Optimizely Shreyas Growth Hacker, Atlassian Stuart Dixon Director, Product Management, Gap
  2. 2. opticon2017 1. Enabling Automation and Collaboration 2. Atlassian: Automating Workflows 3. Gap: Journey to Personalization 4. Q&A Agenda
  3. 3. opticon2017opticon2017 Automate and Scale
  4. 4. opticon2017 Create Experiments and Campaigns Manage Variations Monitor Results Generate Audiences Update ProjectsCreate Exclusion Groups REST API Create, Manage, and Monitor Experiments
  5. 5. opticon2017 POST /v2/experiments Headline Testing At Scale
  6. 6. opticon2017 GET /v2/experiments/{experiment_id}/results PATCH /v2/experiments/{experiment_id} Maximizing revenue by increasing traffic to a positive variation
  7. 7. opticon2017 Measure More Effectively
  8. 8. opticon2017 • 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
  9. 9. opticon2017 window["optimizely"].push({ "type": "event", "eventName": "Purchase", "tags": { "title": "Denim Coat", "revenue": 14999 } }); JavaScript API Go beyond tracking clicks and page views
  10. 10. opticon2017 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
  11. 11. opticon2017 BI System timestamp project_id campaign_id experiment_id ………………… ……………………… …………………………… ………………………… Data Export API Bring your raw event data into your BI system
  12. 12. opticon2017opticon2017 Improving our REST API for X
  13. 13. opticon2017 Improved reliability and performance Results V1 22s Results V2 2s
  14. 14. opticon2017 Improved Experiment Collaboration
  15. 15. opticon2017 POST /v2/extensions Extensions Reusable templates built using HTML, CSS, and JS
  16. 16. opticon2017 https://github.com/optimizely/addons-library/tree/master/Extensions Extensions CarouselsEmail FormsBanners
  17. 17. opticon2017 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
  18. 18. opticon2017 THANK YOU
  19. 19. Using the Oprimizely APIs Shreyas Sr. Growth Hacker, Atlassian opticon2017
  20. 20. Gap’s Journey to PersonalizationStuart Dixon Director, Product Management. Gap, Inc opticon2017
  21. 21. Challenge: The digital oil painting
  22. 22. opticon2017 The Desire • Enable personalization • Move Faster • Produce, Re-use, Recycle
  23. 23. opticon2017 Why we chose Extensions
  24. 24. 1 opticon2017 Easy Templatization Integrates with Optimizely Personalization and Experimentation Reduces Code & Complexity
  25. 25. opticon2017 Personalization Team Digital Product Management Central Marketing Brand Content Managers Customer Analytics UX Building the team
  26. 26. opticon2017 “ ” How do you get content teams to think more like web designer vs. print magazine designers?
  27. 27. opticon2017 Align Design & Development Modularize Content Create Branded Design System Transitioning from existing design mindset
  28. 28. opticon2017 Consistent Layouts Accessible to All Digital Stakeholders UX/Design Led Create a Branded Design System
  29. 29. opticon2017 Led by Content developer Solve for Reporting Reusable Extensions Start with Basics But Transition to Personalized Modularize Content
  30. 30. opticon2017 Design + Development Become Synonymous Move to Creative Review in Production Led by Web Production Simplify Updates Align Design & Development Align Design & Development
  31. 31. Demo
  32. 32. opticon2017 Integrate with behavioral API and customer 360 platform to leverage customer attributes to individualize the experience Optimize Personalization at Scale Expand What other functional components of the sites could be developed using extensions? Improve engagement by A/B testing against different segments What’s next
  33. 33. opticon2017 THANK YOU

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