How Optimizely powers a test-and-learn approach

The status quo for marketing metrics 

Most CMS and DXPs today offer up some data for time on site, visits, scroll depth. But these metrics are often proxies for value, not proof of it. It’s easy to understand what’s happening on the site but not always after or before they were on the site.  

What’s missing is the qualitative context: did this experience result in a happy customer? Did it drive retention? Repeat purchases? Referrals? 

For example, let’s say a retail clothing marketing team launches a campaign that skyrockets website traffic and purchase rates.  

A success, right? Not necessarily.  

What if the products sold were returned at an unusually high rate? If that post-purchase insight lives in a separate system (like your ERP or order management platform) your DXP is still in the dark.  

Meaning? Your team is stuck playing catch up when they finally discover that numbers aren't good. This can sometimes take weeks and even months to uncover. And when panic sets in, flawed decisions are made. 

What is Optimizely’s Warehouse-Native Analytics? 

Optimizely’s Warehouse-Native Analytics (Opens in a new tab) eradicates the extra step for data collection and extraction, creating a better tool for data analysis.

So how does this change the game marketers, data analysts, and technologists alike? 

Typical data lakes store raw, unstructured data in its natural format. Some of this data is directly from your web-facing platforms. Other data is related to product, customer, or even proprietary data that your websites may never directly interact with. The warehouse is a natural place to store this data.  But what good is this data if we are only able to report on it and not act on it? 

Optimizely’s Warehouse-Native Analytics is advantageous in that it allows for easier access and testing of results that actually matter to your business. It ties together disconnected results to tell a true story of cause and effect.