Pushing the Boundaries of Experimentation with Optimizely's APIs

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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

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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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Measure
More
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

20. Using the
Oprimizely APIs
Shreyas
Sr. Growth Hacker, Atlassian
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21. Gap’s Journey
to
PersonalizationStuart Dixon
Director, Product Management. Gap, Inc
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22. 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

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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 & Development
Modularize
Content
Create
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

32. Demo

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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

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THANK YOU