WPP and Optimizely, one of the market leaders in digital experience platforms (DXPs), have formed a strategic worldwide relationship. The alliance will aim at assisting clients in offering customers enhanced digital experiences. This groundbreaking collaboration will serve as WPP’s principal digital experimentation focus and Optimizely’s first global strategic undertaking.
Informed digital experience-focused deal
WPP and Optimizely have collaborated for 17 years through businesses like ACCO businesses, Aegon, Oister, etc. These days, customer standards are higher than ever. With this partnership, Optimizely will enable digital innovation and potential for WPP’s enterprise clients. As a platinum partner of Optimizely, WPP is privy to the latter’s DXP toolkit. These tools include experimentation, commerce, content management, and marketing. By utilizing these technologies, businesses will be able to leverage data to continually improve their digital experiences to increase engagement, conversions, and ROI.
As Google launches Google Optimize, its web and analytics product later this year, the strategic collaboration will also extend to enable partners to seamlessly connect Optimizely’s Web Experimentation and Google Analytics (GA4). WPP and Optimizely have agreed to work together to ensure a smooth transition to a new experimental network that will help brands deliver pertinent features and content.
Here’s what they said
Stephan Pretorius, chief technology officer at WPP stated in the announcement,
“Powerful creativity and effective media strategy can be wasted if brands do not also prioritise conversion. Optimizely’s platform provides data that allows brands to maximise the chance of driving customers through the ideal journey across channels, and we’re excited to develop a joint offering to take to our shared clients.”
Alex Atzberger, CEO of Optimizely remarked,
“The world’s leading companies must have world-leading digital experiences, which can only be achieved through a test and learn approach. Together, WPP and Optimizely will ensure customers get the most out of their experimentation programmes so they can turn insights into increased conversions. We are thrilled to kick off this partnership.”