Optimizely to acquire NetSpring, launches Personalization
Optimizely joins the composability wave by acquiring data warehouse-native analytics solution NetSpring.
Optimizely signed a definitive agreement to acquire data warehouse-native analytics platform NetSpring. It also unveiled Optimizely Personalization, aimed at enhancing digital experiences. The latter announcement came today at the Opticon London event.
What NetSpring brings. As a digital experience platform, Optimizely’s leading offerings are a set of tools to create those experiences, including a CMS, as well as product and content recommendation engines. It also offers experimentation capabilities allowing users to test many variations on website placements, CTAs, etc.
As a data warehouse-native offering, NetSpring offers the potential to apply Optimizely’s experimentation and other capabilities to data residing in warehouses such as Amazon Redshift, Google’s BigQuery, Databricks and Snowflake without the need to extract the data.
Optimizely Personalization. Optimizely research reports that 86% of executives asking for better personalization features than are currently available to them. Optimizely is seeking to respond with its new Personalization offering, highlighting the following features:
- Contextual Bandits. Customizable algorithms that self-adjust to deliver relevant user experiences. The digital experience generated for each individual visit is optimized using machine learning to surface content based on visitor attributes.
- Edge Delivery. Faster page-load speeds with the digital experience enhanced before it reaches the user’s browser.
- Collaboration. Enhanced capabilities to manage collaborative experimentation.
Why we care. Well for one thing, contextual bandits make a change from AI agents. The digital experience space continues to evolve and Optimizely shows confidence in reaching into its pocket for the first time since the acquisitions of content management platform Welcome and CDP Zaius in 2021.
Optimizely, a digital experimentation platform, was acquired by Episerver in 2020, with Episerver then rebranding its entire offering as Optimizely.
Dig deeper: What the composability revolution means for the martech stack
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Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.