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Optimizely Article

<hr /> <a target="_blank" href="https://cmscritic.com/products/optimizely">Optimizely</a>, a digital experience platform provider, just announced a new operating system for marketing practitioners built on its industry-leading DXP: <a target="_blank" href="https://www.optimizely.com/products/">Optimizely One</a>. Comprised of Optimizely’s seamlessly integrated, best-of-breed capabilities – all built with modern SaaS – Optimizely One offers a highly composable architecture, giving organizations the flexibility to choose exactly what they need in their marketing ecosystem. Optimizely One is enriched through a single, unified workflow accelerated by AI, making it simple for marketers to create, manage, deliver, and optimize content all in one place. Secure and scalable, Optimizely One provides teams with the future-proof stack they need to create and optimize digital experiences for their customers.“Marketing is the only remaining enterprise function that doesn’t have a go-to platform, so we designed Optimizely One to be the operating system for marketers,” said <a target="_blank" href="https://www.linkedin.com/in/aatzberger/">Alex Atzberger</a>, CEO of Optimizely. “Content is at the core of every digital experience, and Optimizely One provides exactly what marketers need to orchestrate their content, monetize experiences and experiment across all touchpoints – all enriched through smart workflows and accelerated by AI. The time is now for companies to seize the opportunity to reinvent how marketing, product and growth teams work together to create content-driven digital experiences.”The announcement was made during <a target="_blank" href="https://www.optimizely.com/opticon/">Opticon 2023</a>, the company's annual conference, which is being held this week in San Diego.<h3>Creating choice in a composable world</h3>Up until now, the market has had to make a difficult choice: build a stack that caters more to developers (think open and highly customizable but complex) or practitioners. This challenge has resulted in disparate point solutions that create a lot of overhead costs and disjointed workflows. Additionally, with AI rapidly evolving and its value exponentially growing, it has never been more important to streamline the way content gets created and data gets actioned.   With Optimizely One, customers now have the ability to build a truly composable stack. The platform is fully SaaS, fully decoupled, and highly composable – empowering teams to compose what they need on their own terms. One of the new capabilities is a <a target="_blank" href="https://www.optimizely.com/insights/blog/unveiling-optimizelys-fully-composable-solution-for-content-orchestration/">CMS SaaS Core</a> for designing entire web experiences with a low/no-code interface. Users benefit from automatic upgrades, SLAs, and managed services. Optimizely One also features <a target="_blank" href="https://www.optimizely.com/insights/blog/content-graph-announcement/">Graph</a> capabilities for aggregating content from any source, managing it from a single hub, and delivering it to any channel, app, or device.Additionally, users will have access to a Visual Experience Builder, where they can apply pre-built templates and customer data to create and preview engaging experiences via an all-new, user-friendly editor. A Unified Workflow also connects teams via a fully integrated workflow – from planning to analysis – all based on a single, unified platform. This allows users to log in once and seamlessly navigate across all Optimizely applications. The new Workflow features <a target="_blank" href="https://www.optimizely.com/insights/blog/announcing-experiment-collaboration/">Experiment Collaboration</a> for managing every aspect of your testing and optimization programs with a purpose-built tool, and Omnichannel Authoring for creating content once and pulling it into multiple content types and formats for delivery across channels. <h3>Accelerating digital experiences with the power of AI</h3>While AI has been weaving its way into Optimizely over the last year, it's making a big splash in Optimizely One. The platform embeds both native and external AI capabilities into the entire marketing lifecycle, helping teams work faster and make better decisions. One of the big reveals in Optimizely One is the introduction of Opal, a new identity for Optimizely's AI. By engaging with this service, users can surface insights, review recommendations, create new content, and leverage an AI co-pilot when needed. Optimizely also announced a solution partnership with <a target="_blank" href="https://writer.com/">Writer</a>, a full-stack generative AI platform for enterprises. Combined with the Optimizely Content Marketing Platform (CMP), Writer will provide customers with sophisticated language learning models (LLMs) within the context of their existing marketing workflows. With a strong AI offering that meets B2B needs, the partnership will allow joint customers of Optimizely and Writer to finally harness the power of AI by leveraging the Writer platform to develop content that is relevant, compliant, and consistent with their existing brand tone and voice. <h3>Expanding leadership in experimentation and optimization </h3>Optimizely leverages powerful experimentation capabilities, comprehensive digital commerce tools, and intuitive content management to enable exceptional customer experiences for over 10,000 of the world’s top brands. Proven by its 8 leader recognitions from analyst firms in the last 24 months, Optimizely continues to deliver the industry’s best digital experience solutions With the addition of Optimizely One – and the introduction of new AI capabilities – the company sees tremendous potential for customers across the marketing and digital lifecycle.“We’re continually reinventing the way marketers work, so they can more easily deliver exceptional digital experiences to their customers and drive maximum business impact without having to make any tradeoffs,” said <a target="_blank" href="https://www.linkedin.com/in/rupali/">Rupali Jain</a>, Chief Product Officer at Optimizely. “Optimizely One is a shared operating system that gives teams unprecedented levels of transparency, flexibility, and simplicity to manage their entire marketing lifecycle. With the guidance of Opal and the power of experimentation data, every part of the lifecycle is rooted in science.”

Optimizely Debuts Industry-First Marketing Operating System At Opticon 2023

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<hr /> Global business transformation agency <a target="_blank" href="https://usw2.nyl.as/t1/154/29ddxp9gsglii7j8p6mnwli8g/3/b2c82cff406369556a3108d566bce2ae32384d8263ed2551e674dfd054ba5201">Valtech</a> today announced it has developed the first connector to act as a bridge between <a target="_blank" href="https://cmscritic.com/salesforce-unveils-composable-storefront-a-digital-commerce-solution-to-help-retailers-go-headless-fast">Salesforce Commerce Cloud</a> and leading experimentation and digital experience platform <a target="_blank" href="https://usw2.nyl.as/t1/154/29ddxp9gsglii7j8p6mnwli8g/4/82e0e9974cb7f5ba9f69d8830a681273ea0299dd8bdd3a46bbcd62caf449f268">Optimizely</a>. The new connector allows businesses within B2C retail commerce to easily synchronize their products, catalogs, content, and other relevant information between the two platforms. By integrating the connector, businesses eliminate the need for manual data transfers and ensure real-time data consistency, leading to faster time-to-market and the ability to deliver personalized e-commerce experiences to customers. "We’re seeing businesses in B2C retail commerce face various challenges," said <a target="_blank" href="https://www.linkedin.com/in/janaka-fernando-omvp/">Janaka Fernando</a>, Director of Optimizely Practice at Valtech. “They’re reaching a marketing and merchandising dead-end, hitting a wall when it comes to personalization and experimentation, and dealing with lengthy upgrades or migrations of existing Commerce Cloud implementations. The market is changing at an accelerated speed as consumer expectations rise. We launched this connector with Optimizely to help businesses maintain pace with these changes and truly elevate their customer experiences. Our partnership shows that when industry technology players work together, they enable an exciting future for experience innovation."<h3>Increased demand for personalization </h3>According to Salesforce’s <a target="_blank" href="https://usw2.nyl.as/t1/154/29ddxp9gsglii7j8p6mnwli8g/5/bdeffd47c9295c8f8febf849f84c7d733a6286340a8e3e51e1a01f13b9cc2e44">State of the Connected Customer</a> report, 52% of customers expect offers to always be personalized – up from 49% in 2019. As a result, <a target="_blank" href="https://usw2.nyl.as/t1/154/29ddxp9gsglii7j8p6mnwli8g/6/775a7837875a417c5d72d0b2766fbe85cc9b782c9badd2a8dfe93b84a727cced">most retailers</a> (56%) are prioritizing technology that enables customized experiences. With the help of the connector, businesses can leverage advanced <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">CMS</a>, experimentation, targeting, and personalization capabilities to optimize their websites or apps, drive better customer experiences, and improve business outcomes. "Valtech's Optimizely to Salesforce Commerce Connector seamlessly unifies two powerful platforms, offering our joint customers an unparalleled blend of capabilities,” said <a target="_blank" href="https://www.linkedin.com/in/anielsud/">Aniel Sud</a>, Chief Technology Officer at Optimizely. “Valtech has created an exceptional opportunity for Salesforce Commerce clients, addressing challenges related to customer data activation, personalization, experimentation, and marketing agility, while harnessing the added value of Optimizely. We’re excited to see how this new offering will streamline processes, elevate customer experiences, and drive revenue growth for our clients."  <h3>Powering commerce with CMS</h3>Interestingly, the connector was born from Valtech’s work with a global fashion footwear brand. At its core, the technology enables merchandising opportunities via the CMS by syncing the Salesforce product catalog with Optimizely. It also gives editors rich and highly flexible digital experience management by effortlessly serving Optimizely CMS content through Salesforce Commerce Cloud. All of these benefits provide businesses with the ability to personalize their engagements using real-time customer segments and achieve faster time-to-market.In terms of performance, the connector accelerates a typical project from start to dev completion within 60 days. Once deployed, it synchronizes a typical 4,500-product catalog in 5 minutes and keeps it up to date so marketers can focus on merchandising. Content from Optimizely to Salesforce Commerce Cloud can be loaded in milliseconds, providing a fast response to optimize performance. Real-time personalization can also be delivered using ODP segments to the client – without any performance costs. The development of the connector was a joint venture between Optimizely and Valtech, and has been validated by their internal SMEs. It complements other accelerators that Valtech is developing for Salesforce. While Valtech will be performing customer implementations, they are currently verifying it through Optimizely’s Marketplace.The accelerator is currently accepting early access participants and will be available for GA by the end of this year. <h3>Announced at Opticon 2023</h3>The new connector was announced today at <a target="_blank" href="https://www.optimizely.com/opticon/">Opticon San Diego 2023</a>, where Valtech is conducting live demos. According to Fernando, the company is bullish about the connector's potential to help both existing customers and new prospects – not just in B2C, but B2B as well.“This is a tremendous opportunity for Valtech to grow its footprint in the market. It will of course be beneficial for existing customers, but will also be an excellent way to help us improve the customer experience and increase conversion and operational efficiency for new Salesforce customers.”There's also a plan to make the connector available to other CMS platforms in the future. Valtech's marketing science practice is already implementing Optimizely experimentation with other platforms. “We’re driven to continue to innovate in this space and use our learnings across all platforms,” Fernando said, “and we expect to do so with this accelerator as well.”In addition to demoing the connector at Opticon San Diego, Valtech will also be presenting at Opticon London and Opticon Stockholm. More details can be found <a target="_blank" href="https://usw2.nyl.as/t1/154/29ddxp9gsglii7j8p6mnwli8g/7/f3f26b20b817b396c425a51f43389be1a7e708a9e2a210f66856b9bef9f55ece">here</a>.

Valtech Launches First Connector to Seamlessly Integrate Salesforce Commerce Cloud with Optimizely

<a href="https://www.cmscritic.com/shock-and-awe-adobe-to-acquire-ui-design-platform-figma-for-20-billion/">Adobe</a>, <a href="https://www.cmscritic.com/acquia-and-the-art-of-the-possible-interview-with-chief-market-officer-jennifer-griffin-smith/">Acquia</a>, and <a href="https://www.cmscritic.com/optimizely-integrates-b2b-commerce-cloud-and-content-cloud-combines-headless-commerce-with-cms/">Optimizely</a> are Leaders in the latest <a href="https://www.forrester.com/report/the-forrester-wave-tm-content-management-systems-q3-2023/RES178520" target="_blank">Forrester Wave: Content Management Systems, Q3 2023</a> – a quarterly report published by one of the most prestigious and respected analyst firms in the technology industry.
The report, published today, provides a glimpse of where CMS platforms are positioned. Forrester ranks companies on a visual graph across several concentric strata: Challengers, Contenders, Strong Performers, and Leaders. A CMS platform’s position is then determined based on criteria reflecting its offering strength, strategy, and market presence.
<h2>Leading the CMS category </h2>
According to a <a href="https://www.businesswire.com/news/home/20230822212172/en/Acquia-Named-a-Leader-in-Content-Management-Systems-Report-by-Independent-Research-Firm" target="_blank">press release from Acquia </a>– one of the three platforms in the Leader category – the Q3 Forrester Wave report evaluated 10 CMS providers based on 26 criteria, focusing on the aforementioned criteria.
The report cited that “Acquia performs the strongest in low-code/no-code, translations for global content deliveries, and back-end extensibility – all supported by strong practitioner and developer programs.” The company earned the highest possible scores in the architecture (extensibility and configuration), practitioner and developer communities, partner ecosystem, and global delivery strategy criteria.
Optimizely, another Leader, also <a href="https://www.prnewswire.com/news-releases/optimizely-named-a-leader-in-content-management-systems-by-industry-research-firm-301908245.html" target="_blank">issued a press release</a> about its position. The Forrester report stated that the platform "performs very well in personalization, A/B testing, and translation and localizations."
Additionally, the report indicated Optimizely's CMS "excels at depth of content and audience analytics off the shelf (no additional licensing) and a strong ability to scale content delivery through its partnership with <a href="https://www.cmscritic.com/contentstack-offers-microsoft-azure-becomes-only-multi-cloud-saas-cms-qa-with-cto-nishant-patel/">Microsoft Azure</a> and its cloud-native architecture."
<h2>Contentstack drives strong performance</h2>
While the Leader category remains the domain of large enterprise DXPs, <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless</a> CMS players are gaining ground. Case in point: <a href="https://www.cmscritic.com/contentstack-raises-57-5-million-in-series-b-round-qa-with-ceo-neha-sampat/">Contentstack</a>.
Buoyed by its <a href="https://www.cmscritic.com/new-mach-alliance-maturity-assessment-tool-helps-organizations-evaluate-their-mach-readiness/">MACH</a> (Microservices, APIs, Cloud-native SaaS, Headless) focus and composable approach – along with best-in-class, turnkey, no-code integrations – the company is leading the Strong Performer category in the Forrester Wave report.
According to an article on the <a href="https://www.contentstack.com/resources/report/forrester-wave-report-2023?utm_medium=email-newsletter&amp;utm_source=marketo&amp;utm_campaign=2023-23-08-august-monthly-newsletter&amp;mkt_tok=NDg5LVdOSS0zODMAAAGNwg2flcZin6FEq-r-0_FcJUMeWdg_wzl49C_gzpN1gvxH7TnAnUakU4Mp4aFsa52WTa2dI1bZs97lBpqwBgmvq3Ivq1I0p0AUV9BkNOClolY" target="_blank">Contentstack website</a>, the report stated that “Contentstack performs well in several categories but shines in its ease of back-end extensibility through turnkey integrations, coupled with global deployments.”
Along with its MACH posture, the report also noted that “as a founding member of the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance,</a> it excels in innovation, global delivery, and a straightforward pricing model.”
<a href="https://www.cmscritic.com/what-contentfuls-175m-investment-round-means-for-the-future-of-cms/">Contentful</a>, another headless platform, also scored as a Strong Performer in the report.
<h2>A broad CMS field from headless to open source</h2>
While a presumed crop of DXPs dominated the top of the mountain, headless players and managed open source platforms like <a href="https://www.cmscritic.com/cms-monthly-recap-wordpress-acquires-parse-ly-siteimprove-releases-upgraded-accessibility-product-twilio-segment-releases-2021-cdp-report-and-more/">WordPress VIP</a> provided some variance in the landscape.
As the downstream vendors look to contend and challenge the market, it’s clear that composable is becoming a more important part of the mix – and helping to propel those CMSes to the front of the line.

Adobe, Acquia, Optimizely Top Latest Forrester Wave for Content Management Systems

For better or worse, <a href="https://www.google.com/" target="_blank">Google</a> has a long history of "optimizing" things. And not just on the tech side of the fence.
Consider how <a href="https://abc.xyz/" target="_blank">Alphabet</a> – the publicly traded parent of the search giant – <a href="https://www.cnn.com/2022/07/18/investing/google-alphabet-stock-split/index.html#:~:text=But%20the%20split%20has%20two,prestigious%20Dow%20Jones%20Industrial%20Average." target="_blank">split its stock in 2022</a> to improve its market capitalization. The company has a market cap of over $1 trillion and is still considered one of the most valuable on the planet. But the move made it even more attractive to main street investors while enhancing its position on the exchanges. 
On the negative side, the company recently "optimized" its workforce, <a href="https://www.reuters.com/business/google-parent-lay-off-12000-workers-memo-2023-01-20/" target="_blank">cutting 12,000 jobs</a> after what it called a "pandemic hiring spree." It plans to refocus its budget on AI initiatives, no doubt in response to the recent explosion of <a href="https://www.theinformation.com/articles/microsoft-and-openai-working-on-chatgpt-powered-bing-in-challenge-to-google" target="_blank">ChatGPT and the announcement from Microsoft</a> that it will weave the bot's intelligence into its <a href="https://www.impression.co.uk/blog/bing-differ-google/" target="_blank">Bing</a> platform. For reference, Bing represents less than 10% of the search market (Google owns almost all the rest). 
When it comes to its products, Google is also wrestling with a bevy of optimization challenges, most notably the sunsetting of its eponymous <a href="https://support.google.com/analytics/answer/11583528?hl=en#:~:text=On%20July%201%2C%202023%2C%20standard,Google%20Analytics%204%20going%20forward." target="_blank">Universal Analytics (UA)</a> as of July 1, 2023. Companies have been scrambling to get its replacement, <a href="https://www.solodev.com/blog/digital-marketing/how-to-make-the-leap-from-universal-analytics-to-google-analytics-4.stml" target="_blank">Google Analytics 4 (GA4)</a>, up and running. Despite its touted new features and "optimizations," many digital marketing and SEO professionals have confronted significant challenges with the new platform. 
As if that wasn't enough, Google is now retiring two more of its products: <a href="https://optimize.google.com/optimize/" target="_blank">Google Optimize</a> and <a href="https://marketingplatform.google.com/about/optimize-360/" target="_blank">Optimize 360</a>. The company recently announced that beginning September 30, 2023, users will no longer have access to either product and that it was “investing in A/B testing in Google Analytics 4."
How will these changes impact users? It's hard to say. But in a world where Google's grip over search and analytics is being threatened by fragmentation and competition – all ignited by advanced AI – there may be more "optimizing" ahead for everyone. 
<h2>The dawn of a new A/B testing and personalization era</h2>
While Google Optimize and Optimize 360 have a strong and proven legacy, Google Analytics has long been the data source of truth for millions of websites. The upgrade was highly anticipated by marketing and SEO professionals, but there have been swelling questions about how the rollout would affect the broader ecosystem – including the interplay with the Optimize products.
As noted, the shift to GA4 has been fraught with controversy, particularly around the limitations of migrating historical data. To be fair, Google has been strongly encouraging customers to make the switch to GA4 as soon as possible, so they have ample time to build historical data in the new platform. But don't panic: your legacy data can be exported as CSVs, and UA will still be in effect until July 1, 2024.
Google said its rationale for sunsetting Optimize, a five-year-old product, was rooted in "developing something better" for customers. According to the company, many users were requesting features and services not currently available for experimentation and testing. Google said it wanted to invest in more robust and effective solutions to meet the evolving need – and no doubt, to compete with more expansive customer analytics platforms like <a href="https://www.cmscritic.com/amplitude-announces-new-testing-and-analytics-tools-for-making-smarter-product-decisions-at-scale/">Amplitude</a>. 
Optimize users are encouraged to download their historical data before September 30. For more information on how to access that data or how this will affect a current Optimize and Optimize 360 contract, visit <a href="https://support.google.com/optimize/answer/12979939#:~:text=Google%20Optimize%20and%20Optimize%20360,on%20that%20date%20will%20end" target="_blank">Google Support</a>.
<h2>“The Times They Are a-Changin’”</h2>
What <a href="https://en.wikipedia.org/wiki/The_Times_They_Are_a-Changin%27_(song)" target="_blank">Bob Dylan</a> so eloquently penned in 1964 still holds true. The times are a-changin'.  And like the musical poet of yesteryear, Google has withstood the test of time in our modern digital era and become a cultural icon. (Worth noting: a search for "Bob Dylan" returns over 122,000,000 results).
At the same time, Google is facing the fierce headwinds of change as an aging brand and ecosystem, one that has achieved a monolithic status in the tech stack. New and innovative products are forcing the company to evolve, and that's good. But change – as Dylan would agree – is like a hard rain falling. 
As Google executes its sunsetting and upgrading, we're already getting a glimpse of how analytics will look in the future. The field of data science is exploding, and analytics have become more important than ever. At the same time, measuring across different platforms and applications has become exceedingly more difficult.
Google Optimize and Optimize 360 will be remembered as transformative tools in the A/B testing and experimentation narrative. While we're not expecting any love songs to be penned for their eulogy, they have impacted how marketers think about testing and its scalability. Google has indicated its lofty ambitions to incorporate more of these personalization functions into GA4, but when?
The answer, my friend, is blowin' in the wind. 
<h2>So…what now?</h2>
Get GA4 up and running! You have time to download and export your legacy Optimize and UA resources, but GA4 really needs historical data to thrive – so set it up ASAP. Just a reminder: Google has remained firm on not making any extensions for the programs they are retiring. That could change, but it's best to assume the worst. 
It's likely that GA4 will introduce its new A/B testing features in 2023. But if you don’t like the idea of “wait and see,” there are also other platforms to explore:
<a href="https://www.cmscritic.com/?s=optimizely">Optimizely</a> is choosing to celebrate the news by offering Google Optimize customers a <a href="https://www.optimizely.com/google/optimize/" target="_blank">special deal</a> for keeping their experimentations running smoothly.
<a href="https://business.adobe.com/products/target/adobe-target.html" target="_blank">Adobe Target</a> is another leading product that has similar functionality to Google Optimize, but with more features. It predictably integrates with Adobe Analytics, rather than Google Analytics.
<a href="https://vwo.com/" target="_blank">Visual Website Optimizer</a>, <a href="https://www.abtasty.com/" target="_blank">AB Tasty</a> and <a href="https://www.dynamicyield.com/" target="_blank">Dynamic Yield</a> are also good options to explore, even with smaller market share in this field.
With just a few months left to use Google Optimize, it might seem daunting to consider a new alternative, but it’s also nice to have options. Not to get too poetic (though we have already mentioned Dylan), but each sunset does bring the dawn of a new day. And it looks like we’ll just have to wait and see what Google shines a light on next.

Google Announces Sunset of Google Optimize and Optimize 360

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The "October Surprise" is a mantra that's usually reserved for American politics and baseball. But as <a href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.optimizely.com%2F&amp;esheet=52803934&amp;newsitemid=20220805005464&amp;lan=en-US&amp;anchor=Optimizely&amp;index=1&amp;md5=784a397f009218960542f4a438e88ca7" target="_blank">Optimizely's</a> <a href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.optimizely.com%2Fopticon&amp;esheet=52803934&amp;newsitemid=20220805005464&amp;lan=en-US&amp;anchor=Opticon+2022&amp;index=2&amp;md5=d31b19e7d025b660a5defea28a05b5e6" target="_blank">Opticon 2022</a> wraps in San Diego this week, there might be an exception for digital experience conferences – particularly from a company that's focused on winning the DXP pennant. 
Held from October 3-5, Opticon was born from the exponential growth of digital transformation over the last few years, a period when companies like <a href="https://www.cmscritic.com/episerver-rebrands-as-optimizely-following-acquisition/">Episerver and Optimizely combined</a> their technologies to offer a more complete vision for shaping the future of digital experiences. The event showcased how customers and partners are continuously optimizing these experiences across all channels to drive customer intimacy and realize business growth.
Throughout the event, attendees learned about innovative tools and real-world strategies for reducing customer churn while making more informed, data-driven decisions to meet their goals. The conference offered 45 breakout sessions and 20 short theater sessions that featured speakers from across technology, media, business, and brands – including marketing leaders from Venmo, Zoom, and others. 
Optimizely also provided a series of certification trainings for attendees, designed to help improve skills around the company's full stack of digital marketing and experimentation capabilities. This also included an exam for its <a href="https://www.optimizely.com/products/content/" target="_blank">Content Cloud</a> certification. 
<h2>Optimizing solutions for digital leaders, marketers, and developers</h2>
The stakes have never been higher when it comes to competing for customer attention. Businesses need sound strategies to navigate evolving market complexities, advance their digital journeys, and elevate future-forward solutions to inspire teams and supercharge growth – resulting in strong, lasting customer relationships. 
Opticon 2022 was designed to meet these goals and challenges head-on by arming digital leaders, marketers, and developers with powerful experimentation and frictionless creativity to drive better brand experiences and accelerate revenue growth.
"To be competitive today, marketers need to do more than 'business as usual.' In a rapidly changing world, complexity is the enemy of digital marketing and great digital experiences," said <a href="https://www.linkedin.com/in/aatzberger/" target="_blank">Alex Atzberger</a>, CEO at Optimizely. "To meet your customers every day and adapt, you need data and knowledge about your audience, what resonates with them, when they want to engage, and how they want to be marketed to. Great digital experiences, backed by experimentation and data-driven insights, is what enables continuous possibilities and leads to long-term growth. At Opticon 2022, we're excited to bring leading innovators, marketers and entrepreneurs to the stage to showcase how applying a scientific method allows you to stay ahead of the curve, amidst an ever-evolving state of customer expectations."
<h2>A towering keynote from Magic Johnson </h2>
While the "October Surprise" may be the domain of baseball, it was basketball that scored the real inspiration at Opticon. As billed in promotions for the event, attendees were treated to a dynamic keynote from Earvin "Magic" Johnson, formerly of the Los Angeles Lakers. Often regarded as the greatest point guard of all time, Johnson shared his experiences on what it takes to succeed in a digital-first, customer-centric business landscape. 
As an NBA legend and advocate for Black entrepreneurship, Johnson explored how his lifelong commitment to dreaming big has pushed his off-court endeavors to new heights — and how leaders in digital, marketing, and growth can meet this pivotal moment with similar courage to unlock boundless innovation.
<h2>Taking Opticon on tour to London and Stockholm</h2>
While the San Diego flagship event has ended, global fans of Optimizely will have an opportunity to experience the conference at Opticon London on November 4 and <a href="https://www.optimizely.com/insights/opticon-stockholm" target="_blank">Opticon Stockholm</a> on November 8. According to the company's website, attendees will learn not only how to "ride the wave" of growth and evolution in the industry, but how to create truly exceptional, differentiated, and optimized experiences for customers.
You can visit either of the conference websites to register and learn more about the session line-up, certification programs, and general agenda. 
<h2>About Optimizely</h2>
Optimizely is a leading digital experience platform (DXP) that equips teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely's 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at optimizely.com.

Optimizely Brings Real Magic to Opticon 2022 in San Diego, Kicks Off Tour in London and Stockholm

Image of Optimizely CEO Alex Atzberger with Earvin "Magic" Johnson at Opticon 2022

It's been a long, hot summer. Everywhere. So it goes without saying that September is a welcome sign of cooler months ahead.
Speaking of cool, we followed some notable news throughout the month of August. We started with Storyblok's <a href="https://www.cmscritic.com/storyblok-launches-new-cms-experience-to-shape-the-future-of-digital-storytelling/">launch of a new CMS experience</a> that aims to reshape the future of digital storytelling. We also dug into the <a href="https://www.cmscritic.com/salesforce-unveils-composable-storefront-a-digital-commerce-solution-to-help-retailers-go-headless-fast/">Salesforce Composable Storefront</a>, a new digital commerce solution designed to help retailers go headless faster than ever – and another signal that the composable movement is continuing to build steam. 
Finally, we had an <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">exclusive interview</a> with Casper Rasmussen, the new president of the MACH Alliance. He sat down with Matt Garrepy, one of our contributors, to chat about the future of composable, the role of headless, and what's next for the MACH Alliance and its 60+ members. 
As with all things "autumn," change is in the air. Economic forecasts remain uncertain, and many organizations are looking to 2023 with trepidation. While the M&amp;A cycle may have been a little quieter over the summer months, we're still tracking innovation and growth across the CMS and DXP market sectors – and we'll be featuring a number of exclusive interviews with industry leaders over the coming months.
Let's bid summer adieu with a few newsworthy nuggets to read with your pumpkin-spiced latte:
<h2>WordPress Homepage Gets a Fresh New Design</h2>
OK, so maybe this isn't a groundbreaking piece of news. But a redesign of a website is always an opportunity for a brand or company to "clear its throat" before it has something to say. 
That might be the case for <a href="https://wordpress.org/" target="_blank">WordPress</a>, which has certainly done its share of innovating over the past few years – especially with the introduction of <a href="https://www.cmscritic.com/gutenberg-2-years-later-is-wordpress-better-off/">Gutenberg</a>. Now, the open source juggernaut will be greeting us with a <a href="https://make.wordpress.org/design/2022/07/08/project-kickoff-wordpress-org-homepage-and-download-page-redesign/" target="_blank">fresh, new jazzy design</a> on its WordPress.org website. 
<img style="max-width:1000px" src="https://cmscritic.com/ms-content/uploads/2022/08/wordpress-new-design.webp" alt="WordPress new design" />
The <a href="https://wordpress.org/" target="_blank">new homepage</a> brings more attention to WordPress's benefits and experience while highlighting the community and resources to get started on the platform. Meanwhile, the <a href="https://wordpress.org/download/" target="_blank">new download page</a> greets visitors with a keen layout that simplifies the flow and presents both the download and hosting options right at the top.
Overall, a pretty sharp design solution. And no surprise: it's powered by WordPress. 
<h2>Optimizely Presents Opticon 2022: Applying the Science of Growth to Digital Experience Creation</h2>
<img style="max-width:1000px" src="https://cmscritic.com/ms-content/uploads/2022/08/opticon22_savethedate_ads_teaser_1200x628.png" alt="Opticon 2022 Teaser" />
Looking for the optimal conference to attend this fall?
Optimizely, a leading digital experience platform (DXP) provider, announced its first in-person annual user conference, <a href="https://www.optimizely.com/opticon/" target="_blank">Opticon 2022</a>. The event will take place October 3-5 in scenic San Diego (if you're in town, make sure you hit the <a href="https://sandiegozoowildlifealliance.org/" target="_blank">Zoo</a> - it's spectacular). Opticon will showcase how customers and partners are continuously "optimizing" their digital experiences across all channels to drive customer intimacy and business growth.
According to Optimizely, the stakes have never been higher when it comes to competing for customer attention. Businesses need sound strategies to navigate evolving market complexities, advance digital journeys, and elevate future-forward solutions to inspire teams and supercharge growth – resulting in strong, lasting customer relationships. Attendees at Opticon 2022 will hear from marketers, digital leaders, and developers who are achieving these outcomes by leaning into powerful experimentation and frictionless creativity to drive better brand experiences and accelerate revenue growth.
"To be competitive today, marketers need to do more than 'business as usual.' In a rapidly changing world, complexity is the enemy of digital marketing and great digital experiences," said Alex Atzberger, CEO at Optimizely. "To meet your customers every day and adapt, you need data and knowledge about your audience, what resonates with them, when they want to engage, and how they want to be marketed to. Great digital experiences, backed by experimentation and data-driven insights, are what enable continuous possibilities and lead to long-term growth. At Opticon 2022, we're excited to bring leading innovators, marketers, and entrepreneurs to the stage to showcase how applying a scientific method allows you to stay ahead of the curve, amidst an ever-evolving state of customer expectations."
If that content doesn't sound enticing enough, Optimizely is going for the slam-dunk with its celebrity keynote by Earvin "Magic" Johnson, who will share his experiences on what it takes to succeed in a digital-first, customer-centric business landscape. As an NBA legend and advocate for Black entrepreneurship, Johnson will explore how his lifelong commitment to dreaming big has pushed his off-court endeavors to new heights — and how leaders in digital, marketing, and growth can meet this pivotal moment with similar courage to unlock boundless innovation.
To learn more about the keynote session, or to register, visit: <a href="https://www.optimizely.com/opticon/#registration" target="_blank">Opticon 2022</a>.
<h2>Acquia Announces New Digital Asset Management (DAM) Integration with Drupal</h2>
<img style="max-width:1000px" src="https://cmscritic.com/ms-content/uploads/2021/11/acquia_composable.jpg" alt="Acquia logo against a composite background of Tetris-like pieces fitting together, reinforcing the concept of composable DXP" />
<a href="https://www.acquia.com/" target="_blank">Acquia</a>, a leading DXP platform, has <a href="https://www.acquia.com/newsroom/press-releases/acquia-announces-new-digital-asset-management-dam-integration-drupal" target="_blank">announced</a> a new Drupal integration with the company's digital asset management (DAM) solution, <a href="https://www.acquia.com/products/marketing-cloud/dam" target="_blank">Acquia DAM</a> (previously Widen DAM). The solution is aimed at speeding time-to-market for content. 
Using the open source integration, content authors can now leverage Acquia DAM embed codes and manage versioning through the Media Library in Drupal – which has been extended to help users easily find their digital assets via search, metadata, and categories. Acquia DAM makes it simpler to organize and control assets, as well as achieve brand consistency through a centralized, cloud-based library. 
"Content is at the heart of any standout digital experience," said Dries Buytaert, Co-Founder and CTO of Acquia. "With a variety of asset types stored across disparate systems, many content authors struggle to maintain brand consistency as they build digital properties and create campaigns. The new Acquia DAM integration with Drupal makes it easier and faster to leverage brand-approved content, so content authors can focus on launching content rather than hunting down digital assets."
<h2>DigitalOcean to Acquire Cloudways</h2>
<img style="max-width:1000px" src="https://cmscritic.com/ms-content/uploads/2022/08/digitalocean-cloudways-acquisition.jpg" alt="DititalOcean Cloudways logos" />
DigitalOcean is riding a wave of success, and this latest move is a testament to its growth. 
Billing itself as the cloud for developers, startups, and SMBs, <a href="https://www.cmscritic.com/headless-cms-strapi-now-available-on-the-digitalocean-marketplace/">DigitalOcean</a> has carved a strong and loyal niche in the market – particularly as large public cloud providers have continued to dominate the space. Now, with an agreement to acquire <a href="https://www.cloudways.com/en/" target="_blank">Cloudways</a>, a leading managed cloud hosting and software as a service (SaaS) provider for SMBs, its ocean is about to expand. 
According to the company, DigitalOcean's acquisition promises to simplify workflows for small to medium-sized businesses that are looking for easier ways to create and scale their digital businesses. Cloudways will provide simple onboarding and day-to-day management that is purpose-built for certain SMBs looking to outsource their on-ramp to the internet, helping them offload the complexities of cloud infrastructure so they can spend more time running and scaling their businesses. 
The acquisition of Cloudways expands DigitalOcean’s serviceable market within global SMBs and increases options for digital agencies, eCommerce sites, bloggers, freelance developers, and builders hosting on WordPress, PHP and Magento. WordPress is the most popular content management system (CMS) – and according to <a href="https://twitter.com/w3techs?lang=en" target="_blank">W3Techs</a>, it powers 43% of all websites on the internet.
Entrepreneurs and SMBs already choose Cloudways to optimize the performance, value, support, reliability and flexibility of their infrastructure and application management. As a result, they can save time and money while they grow their businesses. Cloudways provides a differentiated offering with an open and flexible platform, an incredible price-to-performance ratio, and superior customer experience.
DigitalOcean and Cloudways have been close partners since 2014. Cloudways currently relies on DigitalOcean infrastructure to power approximately 50% of its customers. Cloudways serves an international and growing customer base with an industry-leading NPS score of 71. Together, DigitalOcean and Cloudways will serve over 124,000 customers paying over $50 per month, representing approximately 84% of the pro forma company’s total revenue.
“SMBs represent more than 50% of global gross domestic product (GDP) and spend $70 billion on cloud infrastructure today. With this acquisition, we are making it easier to launch, build and scale a business on DigitalOcean,” said Yancey Spruill, CEO at DigitalOcean. “Cloudways and DigitalOcean share values around simplicity, community, openness and support that are vital attributes to how we differentiate in the marketplace. Together, we will be focused on providing a simple, easy, intuitive, and trusted platform to better serve SMBs so they can build their businesses and pursue their dreams of entrepreneurship.”
In addition to expanding DigitalOcean’s technology and tooling, the acquisition of Cloudways will also increase DigitalOcean’s global employee base by 30% — adding expertise in key growth areas that will continue to drive productivity and performance across the platform.

CMS Monthly Recap: WordPress Homepage Gets a New Design, Optimizely Announces Opticon 2022, Acquia Introduces DAM Integration, and More

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Introducing the Winners of the 2021 CMS Critic's Choice Awards

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In its early days, the Cloud was focused on helping businesses scale their capacity and trade CapEx for OpEx. Now, it's helping organizations leverage advanced services like AI and machine learning that enhance optimization and personalization.
On that note: <a href="https://www.optimizely.com/" target="_blank">Optimizely</a>, a leading digital experience platform (DXP) provider, <a href="https://www.optimizely.com/company/press/optimizely-and-google-cloud-partner-to-drive-joint-innovation--next-gen-experimentation/" target="_blank">announced</a> that it has entered into a strategic partnership with Google, which includes moving its market-leading experimentation solutions to <a href="https://cloud.google.com/" target="_blank">Google Cloud</a>. The multi-year agreement indicates a commitment by the two companies to collaborate on innovative opportunities to develop advanced, digital-first marketing solutions.
Through the new partnership, customers will benefit from Optimizely's experimentation-driven digital experience capabilities combined with Google Cloud's secure infrastructure and its AI, ML, and analytics. This includes Optimizely's <a href="https://www.optimizely.com/products/intelligence/web-experimentation/" target="_blank">Web Experimentation</a> and <a href="https://www.optimizely.com/products/intelligence/full-stack-experimentation/" target="_blank">Full Stack Experimentation</a> resources, which allow marketers to take the guesswork out of delivering personalized, meaningful engagements.
The alignment with Google will enable Optimizely to innovate and evolve its services with the power of the Cloud. According to the press release, Google and Optimizely will also coordinate a joint go-to-market and sales execution strategy to deliver seamless experimentation solutions to customers across the globe.
"Through this partnership, Google Cloud infrastructure will underpin Optimizely's fast-growing and widely-adopted customer experience platform," said Rob Eslin, President of Google Cloud. "It's critical that businesses deliver exceptional products and services to consumers, and this partnership will enhance their ability to do so, driven by the Optimizely platform, data and Google Cloud's capabilities in AI and ML."
<h2>Elevating "Optimization as a Service" with Google Cloud</h2>
As the name intuitively suggests, Optimizely focuses on optimization – specifically as it relates to content and digital experiences. This is a key reason why <a href="https://www.cmscritic.com/episerver-rebrands-as-optimizely-following-acquisition/" target="_blank">Episerver rebranded under the Optimizely moniker</a> following its acquisition. 
While already a Leader on the <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/">Gartner Magic Quadrant for Digital Experience Platforms</a>, Episerver's acquisition of Optimizely launched a new direction for the company, elevating "Optimization as a Service" to the forefront of their product and service stack. The acquisition also gave Episerver an edge in the personalization category, allowing them to deliver on the promise of a truly complete digital experience platform for testing and optimization. 
As part of the multi-year agreement, Optimizely and Google Cloud will collaborate closely on co-innovation, developing new and expanded digital offerings that bring the best experience possible to new and existing customers. Joint Optimizely and Google Cloud customers will reap the robust benefits of the combined offering, including greater flexibility and control, unmatched security, and increased productivity and reliability. 
<h2>The critical role of experimentation in digital marketing</h2>
As marketing continues to evolve, successful programs will rely on data-driven decision-making and optimized customer experiences. Having the scalability of Google Cloud will enable Optimizely to support the growing demand for experimentation to provide more actionable insights – giving marketers greater confidence around the performance of their content and campaigns. 
In an industry plagued by rapid disruption and constant consolidation, this partnership will help ensure that Optimizely's innovative solutions are more accessible, scalable, and quickly achievable for marketers looking to gain an edge and deliver optimal digital experiences.
"I couldn't think of two tech companies that are more relevant for the data-driven growth marketer than Google Cloud and Optimizely," said Alex Atzberger, CEO of Optimizely. "We share the same philosophy on leveraging data, AI, and experimentation to replace guesswork with certainty. By entering into this strategic partnership with Google Cloud, we're empowering marketers to unlock their digital potential, create exceptional customer experiences and deliver strong business outcomes all on a trusted, secure platform. It's a true win-win-win situation for Optimizely, Google Cloud, and the marketing industry overall."
<h2>MACH versus monoliths</h2>
Optimizely had quite an active year in 2021, acquiring both <a href="https://www.cmscritic.com/optimizely-acquires-customer-data-platform-zaius/" target="_blank">Zaius</a>, a Customer Data Platform (CDP), and <a href="https://www.cmscritic.com/optimizelys-acquisition-of-welcome-signals-expanded-focus-on-marketers/" target="_blank">Welcome</a>  – a content marketing (CMP), marketing resource management (MRM), and digital asset management (DAM) platform. 
While these strategic acquisitions demonstrate Optimizely's ambition to deliver a full stack of value to marketers, it further positions the digital experience platform as a more monolithic player in the landscape. This is in direct contrast to the more recent energy and growth in the MACH (Microservices, API-first, Cloud-first SaaS, Headless) category, where <a href="https://www.cmscritic.com/uniform-raises-28m-in-series-a-funding-round-for-composable-dxp/">composable DXPs like Uniform</a> are disrupting the market. The promise of more extensible solutions – and never having to replatform – is gaining traction with users and companies as they consider the future of their digital stacks. 
Still, leading platforms like Optimizely are responding to large-scale enterprise needs from customers who crave integrated data and solutions from a single platform. As pure-play members of the MACH Alliance continue to grow, they may face opportunities to expand value with more monolithic attributes. This is a key reason why <a href="https://www.cmscritic.com/elastic-path-secures-60m-in-funding-for-composable-commerce-growth/" target="_blank">Elastic Path</a> has chosen to forego membership in the MACH Alliance and pursue a more flexible ecosystem model to build a community of composable commerce solutions.
<h2>About Optimizely</h2>
Optimizely is on a mission to help people unlock their digital potential. With its leading digital experience platform (DXP), Optimizely equips teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely's 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at <a href="https://www.optimizely.com/" target="_blank">optimizely.com</a>. All third-party trademarks cited are the property of their respective owners, and are used only for reference purposes. 
For more information on how Optimizely and Google Cloud will partner together, please visit: <a href="https://www.optimizely.com/google/" target="_blank">https://www.optimizely.com/google</a>.

Optimizely Partners with Google Cloud to Take Experimentation to the Next Level

While some of us are shoveling content across digital channels, others are digging out from record snowfall. 
It's fair to say that "Old Man Winter" has finally arrived, and he's brought a distinct chill to more than the weather. The Nasdaq Composite just <a href="https://variety.com/2022/biz/news/nasdaq-january-drop-covid19-pandemic-1235167945/" target="_blank">experienced its worst start</a> to a January since 2008, with the deepest correction felt across the technology sector. It's hard to know if this is a momentary blip or a trend, but the recent volatility is making things a little less predictable. 
Since the beginning of the Covid-19 pandemic, tech companies have realized unprecedented growth. If you're not familiar with the <a href="https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/five-fifty-the-quickening" target="_blank">McKinsey study</a> called "The Quickening," it's a stunning piece that codifies the rapid acceleration of e-Commerce from late 2019 into 2020 – when the world experienced 10 years of digital transformation in just 90 days. In the report, they refer to the effect as feeling like "whiplash," and that sounds right. But is the whipping and lashing over?
Despite a light dusting of news, 2022 is already shaping up to be "The Year of the MACH," as evidenced by the continued growth in this burgeoning quadrant of the digital ecosystem. While much of the noise is being amplified by the <a href="https://machalliance.org/" target="_blank">MACH Alliance</a>, there's no question that many organizations are expanding their investment in composable and modular solutions – and looking to power their content strategies with headless CMS and commerce platforms. 
Last month, we covered news from the MACH Alliance as they <a href="https://www.cmscritic.com/aws-joins-mach-alliance-as-enabler-member-reflects-growth-of-cloud-native-solutions/">welcomed AWS</a> as an "Enabler Member" in the ecosystem, reflecting the growth of Cloud-native solutions (hint: we have more MACH to cover in today's recap). We also covered news from Optimizely, as they <a href="https://www.cmscritic.com/optimizely-integrates-b2b-commerce-cloud-and-content-cloud-combines-headless-commerce-with-cms/">announced</a> an integrated version of its B2B Commerce Cloud and Content Cloud products – as well as a recent <a href="https://www.cmscritic.com/new-forrester-tei-study-siteimprove-enterprise-platform-delivers-275-roi/">Forrester TEI study</a> showing some astounding ROI performance from <a href="https://www.cmscritic.com/siteimprove-seo-provides-all-in-one-capabilities-for-enhancing-search-performance/">Siteimprove</a>.
VOTING IS OPEN! Cast your ballot for the 2021 CMS Critic People's Choice Awards, which are open through February 20th! We received a ton of nominations across all our categories, and we're thrilled to share the top three for your consideration. Go on... tell us which platforms deserve the crown! <a href="https://www.cmscritic.com/vote-for-the-cms-critic-2021-peoples-choice-awards/">Click here to vote now.</a>
Ready to hit the slopes for some news? Grab your skis and keep scrolling downhill...
 
<h2>MACH Alliance announces MongoDB and Netlify as first members of new "Enabler" category</h2>
<img src="https://cmscritic.com/ms-content/uploads/2022/02/image-6-e1643908103417.png" />
Before the well-hyped news about AWS joining the <a href="http://www.machalliance.org/" target="_blank">MACH Alliance</a> – the group of independent tech companies dedicated to advocating for open, best-of-breed technology ecosystems – the organization <a href="https://machalliance.org/newsroom/mach-alliance-announces-mongodb-and-netlify-as-first-members-of-new-enabler-category" target="_blank">announced</a> its new "Enabler" membership category, along with its inaugural members: MongoDB and Netlify. The news was released just as the MACH Alliance's global <a href="https://machalliance.org/members" target="_blank">membership reached almost 50</a>.
The MACH Alliance's Enabler category is reserved for organizations that MACH platforms utilize to deliver their service or technology. Because they "enable" a MACH provider instead of offering a direct MACH solution, they aren't suited for an Alliance membership in the Vendor or System Integrator categories – but can often be key components in how a solution is delivered. 
A bit more about these two Enabler members:
<a href="http://mongodb.com/" target="_blank">MongoDB</a> is a leading database platform designed to unleash the power of software and data for developers and the applications they build. The MongoDB database platform has been downloaded over 210 million times and is running in systems around the globe. 
MongoDB shares a common belief with the MACH Alliance: that modern software's interoperability and open architecture will propel current and future digital experiences – the kind that requires unprecedented personalized capabilities that are delivered at scale and weave a mesh of complementary microservices drawing data from multiple sources. All of this requires a level of flexibility that both MongoDB and the MACH Alliance share. 
<a href="https://www.netlify.com/" target="_blank">Netlify</a> is a web development platform that was an early advocate of separating frontend design from backend business processes. By unifying the elements of the modern decoupled web, Netlify enables a 10-time faster path to more secure and scalable websites and apps. The company announced in November a $105 million Series D to accelerate the growth of its developer platform and <a href="https://www.cmscritic.com/top-jamstack-static-site-generators-for-2021/">Jamstack</a> ecosystem. 
Originally started by Netlify, the Jamstack "movement" has changed the trajectory of the web. Jamstack technologies provide nearly limitless choices to developers for designing rich customer experiences in web applications. Netlify unites different services to deliver MACH solutions, making it an ideal fit as an Enabler – delivering the workflow, expertise, and choice of tools for building solutions that reflect the MACH principles. 
"Our first two Enabler members are of the highest magnitude," said Sonja Keerl, president of the MACH Alliance. "The ecosystem of the MACH category and the industry direction that it represents is much bigger and wider than just the current 50 certified members. By having Enablers represented within the Alliance ecosystem, we now better cover the spectrum of businesses that fit within our membership guidelines and play a critical part in bringing MACH architecture to life. We're incredibly pleased to have MongoDB and Netlify on board as the first of many Enabler members."
The MACH Alliance has also <a href="https://machalliance.org/newsroom/mach-alliance-announces-eight-newly-certified-companies-as-global-membership-nears-50" target="_blank">announced</a> eight newly certified members in November. 
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<h2>Solodev launches new platform for building NFT Marketplaces to mint and sell digital assets in the metaverse</h2>
<img src="https://cmscritic.com/ms-content/uploads/2022/01/solodev-nft-marketplace-featured-image.jpg" />
<a href="https://www.solodev.com/" target="_blank">Solodev</a> – now repositioning itself as Solodev Cloud Services – <a href="https://www.solodev.com/news/solodev-launches-new-platform-for-building-nft-marketplaces-to-mint-and-sell-digital-assets-in-the-metaverse.stml" target="_blank">announced the launch of Solodev NFT Marketplace</a>, a platform that allows developers and organizations to build custom ecosystems for minting and selling NFTs on a fast, secure, and highly scalable infrastructure powered by AWS. 
With Solodev's new solution, users can choose to deploy a custom NFT marketplace on the blockchain of their choice, including <a href="https://www.solodev.com/marketplace/ethereum" target="_blank">Ethereum</a> and <a href="https://www.solodev.com/marketplace/cardano" target="_blank">Cardano</a>, with additional options coming soon. Solodev's advanced marketplace as a Service (MaaS) capabilities will enable organizations to stand up their NFT exchange with greater speed and ease, accelerating their journey to the metaverse. 
"At Solodev, we've always been focused on supporting the builders – and NFT marketplaces are what builders want to build," said Shawn Moore, Chief Technology Officer at Solodev Cloud Services. "There's no doubt that Meta, Amazon, Gamestop, and Walmart are leading the way to the metaverse. Now, with our cloud and blockchain services, anyone can launch an NFT marketplace at scale to reach the metaverse faster and compete."
According to their press release, Solodev Cloud Services is currently developing a high-end NFT gallery in partnership with several organizations, focusing on studio and digital art. The new exchange will be built on Cardano with plans to go live in the coming months, with support for several new blockchains coming soon. In addition, Solodev is also launching a crypto incubator that will leverage smart contracts to govern the creation of high-tech startups.
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<h2>Glassbox and Optimizely partner to accelerate digital transformation for businesses</h2>
<img src="https://cmscritic.com/ms-content/uploads/2022/01/press-release-blog-featured-images-16.png" />
<a href="https://www.glassbox.com/" target="_blank">Glassbox</a>, a software as a service (SaaS) company that provides digital experience analytics for web and mobile applications, announced a strategic partnership with <a href="https://www.optimizely.com/" target="_blank">Optimizely</a> – a leading digital experience platform (DXP). The two companies plan to strengthen their joint go-to-market offerings to give customers an unparalleled advantage for transforming the digital customer experience. 
The Glassbox analytics platform provides a single source of truth that captures, visualizes, and analyzes digital journeys. It empowers enterprise organizations to manage and optimize the entire digital lifecycle of their web and mobile customers. Through the Glassbox and Optimizely partnership, the companies will enable customers to unlock their digital potential and drive new levels of insights and innovation. 
"Customer expectations for a seamless digital experience are at an all-time high, so this collaboration will be an ideal fit for all those organizations looking to fulfill this objective more effectively thanks to Optimizely's best-in-class digital experience technology and Glassbox's superior digital experience analytics," said Dror Friedman, VP Channel &amp; Alliances, Glassbox.
One thing Optimizely consistently does well is listen to customers. The company also acquired a number of strategic technologies to help address customer needs in a single platform. This includes <a href="https://www.cmscritic.com/optimizely-acquires-customer-data-platform-zaius/" target="_blank">Zaius</a>, a customer data platform, and <a href="https://www.cmscritic.com/optimizelys-acquisition-of-welcome-signals-expanded-focus-on-marketers/" target="_blank">Welcome</a> – a content marketing (CMP), marketing resource management (MRM), and digital asset management (DAM) platform. 
Optimizely has been challenging the crop of leading enterprise DXPs featured on <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/" target="_blank">Gartner's 2021 Magic Quadrant for DXPs</a>, as well as the <a href="https://www.optimizely.com/company/press/optimizely-named-a-leader-in-agile-content-management-systems/" target="_blank">Forrester Wave for Agile Content Management Systems</a>. 
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<h2>WordPress releases Gutenberg 12.4 with accessibility improvements, categories reminder, and and A-List of shortcuts</h2>
<img src="https://cmscritic.com/ms-content/uploads/2022/01/gb-post-publish-cat-check-2048x1151-1-e1643671781296.jpg" />
If you haven't heard, there's some new stuff on the WordPress block: Gutenberg 12.4 was released right before the long-awaited <a href="https://wordpress.org/support/wordpress-version/version-5-9/" target="_blank">WordPress 5.9</a>, which includes the Full Site Editing (FSE) feature - an upgrade that's been creating quite a bit of <a href="https://toolset.com/2021/08/full-site-editing-future-of-wordpress-and-what-it-means-for-you/" target="_blank">discussion and debate</a> across the WordPress community. 
These new capabilities help reduce the complexities of building websites using dynamic themes and structured components, all with seamless editing. But for developers creating bespoke designs, Gutenberg and FSE are presenting some obstacles.
There are a few other enhancements worth noting:
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Accessibility improvements
The focus feature now correctly returns to the list view button after closing out of <a href="https://github.com/WordPress/gutenberg/pull/37798" target="_blank">list view</a> – saving a lot of trouble to get back to where you were before opening it. There are also more improvements to the block inserter sidebar, ant the search input now receives focus when it's opened.
Post publish panel categories reminder
Tags and categories make it easier for people to navigate your website, but it can be easy to forget to add them when publishing a post. To solve that problem, the <a href="https://github.com/WordPress/gutenberg/pull/37703" target="_blank">suggestion for assigning a category</a> to the post is added, and it will show up if a category is not already assigned.
There are a few more minor improvements, and you peruse the full list of updates on the <a href="https://make.wordpress.org/core/2022/01/19/whats-new-in-gutenberg-12-4-19-january/" target="_blank">WordPress press release page</a>.
</div>

CMS Monthly Recap: MACH Alliance Announces New Enabler Category, Glassbox and Optimizely Partner, Gutenberg Updates and More

Image of CMS Critic Monthly Recap logo against a photo of a man shoveling snow

Just before Christmas, <a href="https://www.optimizely.com/" target="_blank">Optimizely</a> – a leading digital experience platform (DXP) provider – delivered a gift that we're still unwrapping: an integrated version of its <a href="https://www.optimizely.com/products/commerce/b2b/" target="_blank">B2B Commerce Cloud</a> and <a href="https://www.optimizely.com/products/content/" target="_blank">Content Cloud</a> products.
OK... so maybe the other schwag under your tree had a bit more pizzazz. But this tidy pairing brings some real power to brands, particularly those looking to reach audiences with sophisticated content strategies and digital experiences. The new integration also has to potential to help large marketing teams collaborate more effectively around their content – providing a more complete ecosystem of services.
According to Optimizely, the integration leverages its B2B Commerce Cloud as a <a href="https://www.cmscritic.com/top-headless-commerce-platforms/" target="_blank">headless commerce</a> API, making B2B data and capabilities available in Content Cloud. The coupling enables users to access B2B-specific features in the Commerce Cloud while using Content Cloud CMS to manage all the pages, templates, content, and assets of their website. Content Cloud also lets marketers build and manage multiple sites while leveraging shared data for customers, products, and orders in B2B Commerce Cloud.
Another key feature of the integrated solution is a combined out-of-the-box search engine, allowing users to search products in the B2B Commerce catalog as well as the Content Cloud – and return combined results. Users can also manage their product catalog in B2B Commerce and have them available in Content Cloud.
“Optimizely Content Cloud has a long history of providing marketers with extensive tools for content publication and creation of exceptional digital experiences,” said Justin Anovick, Chief Product Officer of Optimizely. “With the integration of B2B Commerce Cloud, businesses can extend these tools to B2B customers, enabling the delivery of optimal digital experiences across audiences.”
<h2>Powering buying experiences with B2B Commerce Cloud</h2>
To be clear, Optimizely's B2B Commerce Cloud and Content Cloud have been stand-outs in their own right. The former has carved a decent niche as a one-stop commerce solution, decreasing the complexity of a brand's online commerce stack by collectively managing catalogs, quotes, orders, product configurations, and more – all with one holistic view. It also boasts personalization capabilities, leveraging data-driven recommendations to power custom digital commerce experiences.
Optimizely has focused its B2B Commerce Cloud on manufacturers and distributors, helping them configure custom solutions that meet their specific brand requirements. Additionally, the solution has made the connections with an organization's ERP, PIM, and other backend systems more efficient, allowing them to scale their growth across their stack. Those connections are key, and so is maintaining the security of a brand's data; to that end, Optimizely has achieved ISO certifications in its pursuit of assuring the highest standards of data security with B2B Commerce Cloud.
<h2>Create once, publish everywhere with Content Cloud CMS</h2>
On the other side of the integration equation is Optimizely's Content Cloud, a shadow of the former Episerver (which, as you know, <a href="https://www.cmscritic.com/episerver-to-acquire-optimizely-the-worlds-leading-experience-optimization-platform/">purchased Optimizely in 2020</a> and consolidated under its banner). Content Cloud has been enabling marketing teams to leverage an industry-leading content management system to distribute content across channels with a coupled, headless, or hybrid CMS model – or via Optimizely's global network.
Content Cloud boasts a wide berth of rich features including personalized media management, drag-and-drop layouts and authoring, custom workflows, and more. The system also enables users to create and target personalized content and commerce experiences based on dynamic audience segments. The personalization features come out of the box at a rules-based level but can be upgraded through their <a href="https://www.optimizely.com/optimization-glossary/hyper-personalization/" target="_blank">AI-powered 1:1 personalization</a> with <a href="https://www.optimizely.com/products/intelligence/recommendations/" target="_blank">Content Recommendations.</a>
<h2>Providing sample resources and implementation support</h2>
One thing Optimizely consistently does well is listen to customers. This has been most evident following the large-scale acquisitions of Episerver and <a href="https://www.cmscritic.com/optimizely-acquires-customer-data-platform-zaius/">Zaius</a>, where users needed both training and vision to build confidence around the company's roadmap. This is just one contributing factor to the company's leadership positions on <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/">Gartner's 2021 Magic Quadrant for DXPs</a>, as well as the <a href="https://www.optimizely.com/company/press/optimizely-named-a-leader-in-agile-content-management-systems/" target="_blank">Forrester Wave for Agile Content Management Systems</a>.
To help customers get the most from this new integration, Optimizely is releasing a B2B-specific sample site packed with Content Cloud templates and blocks – giving users a pipeline of resources to accelerate their builds. In its press release, the company said that the sample site will answer the "time-to-market metric" variables that many B2B customers weigh when selecting technology vendors. Once again, evidence that Optimizely is listening to the voice of the customer and thinking ahead.
Additionally, Optimizely has named <a href="https://www.nishtech.com/">Nishtech</a> – a full-service digital experience and e-commerce consultancy – as a preferred implementation partner to support the B2B Commerce Cloud/Content Cloud integration. Nishtech is an Optimizely Platinum Partner that has first-hand experience with the new integration and can be contracted to guide customers and their agencies through setting up and utilizing the new integration.
<h2>About Optimizely</h2>
<a href="http://www.optimizely.com/">Optimizely</a> is on a mission to help people unlock their digital potential. With their leading digital experience platform (DXP), they equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM, and Mazda, enrich their customer lifetime value, increase revenue and grow their brands.

Optimizely Integrates B2B Commerce Cloud and Content Cloud, Combines Headless Commerce with CMS

Optimizely logo against a black background

Yup. July officially marked the "dog days of summer" in the Northern Hemisphere. While many of us were melting under the malaise of record-breaking heat, the news has yet to cool off.
Seemingly, neither does <a href="https://www.theguardian.com/us-news/2021/aug/02/no-ones-invincible-fresh-mask-mandates-and-rising-delta-cases-hit-california">Covid-19 and its latest wave of hyper-contagious Delta variant</a>. The entire month was mired by headlines about hotspots and breakthrough cases that are once again challenging our world. Delta is the new version that no one wanted an upgrade to, and we're hoping for better days ahead.
But what does a prolonged Covid pandemic mean for the content and digital experience sector?
As more businesses mull the option of <a href="https://www.vox.com/recode/22583285/companies-remote-work-home-office-tsedal-neeley-harvard">never returning to a physical office</a> – and consumers keep buying their drones and toilet paper online – it's clear that digital experience technologies, from CMS to DXP to eCommerce, will continue to drive transformation across the economy.
This was evidenced by <a href="https://techcrunch.com/2021/07/28/contenful-raises-175m-from/">Contentful's announcement last week</a> that it had raised $175 million in a round led by Tiger Global – valuing the company at $3 billion. After posting a banner 2020, the headless CMS player has a mighty wind in its sails with the confidence of a major investment firm. With 600 employees and room to grown, this news also led the Berlin-based firm to <a href="https://www.denverpost.com/2021/08/03/contentful-takes-three-floors-molson-coors-former-headquarters/">secure three floors of a Denver high rise</a>, formerly occupied by Molson Coors.
If that makes you want to crack open a digital brew, you're not alone. So cheers - and enjoy the rest of our round-up.
 
<h2>Contentsquare Accelerates Machine and Deep Learning Capabilities with Acquisition of AI company Upstride</h2>
<h2><img style="max-width:768px" src="https://cmscritic.com/ms-content/uploads/2021/07/contentsquare-upstride.png" /></h2>
It's hip to be square. And with this kind of investment capital, you can take almost anything in stride.
That must have been the sentiment at <a href="https://contentsquare.com/" target="_blank">Contentsquare</a>, a digital experience analytics platform, as they announced the acquisition of <a href="https://ww2.upstride.io/" target="_blank">Upstride</a> – a Paris-based deep-tech company. Upstride's engineers will join Contentsquare's data science and Clickhouse development team in their Paris product hub to accelerate the company's ambitious AI innovation roadmap. 
As far as we know, their offices are not located in the Eiffel Tower. Or are they...
The news isn't that surprising considering that in May, Contentsquare raised <a href="https://contentsquare.com/blog/contentsquare-500m-series-e-investment/" target="_blank">$500M in Series E funding – placing them at a $2.8B valuation</a>. At this time, Contentsquare revealed its plans to further invest in AI and accelerate innovation both organically and through acquisitions. 
"AI will fundamentally reshape our digital journeys towards better and more personalized experiences," said Gary Roth, Co-Founder, and CEO of Upstride. "With trillions of user interactions analyzed daily, Contentsquare is ideally placed to lead this transformation and become one of the world's top tech companies. We are very excited about joining such an amazing company and leveraging AI to its fullest potential!" 
As Contentsquare continues to transform the way teams use behavioral data to elevate the digital experience and transform their business, the company has also been investing in digital trust – and recently cemented its leadership on digital privacy with the launch of a cookieless version of its solution.
<h2>Salesforce Completes Acquisition of Slack</h2>
<img src="https://cmscritic.com/ms-content/uploads/2021/07/salesforce-slack.png" />
Unicorns unite! After one of the most anticipated and gut-wrenching battles in recent M&amp;A history, Salesforce just <a href="https://www.salesforce.com/news/press-releases/2021/07/21/salesforce-slack-deal-close/" target="_blank">announced</a> that it has completed its acquisition of Slack. 
So... what happens when the world's biggest CRM and most used business messaging platform join forces? You show everyone how to navigate a pandemic. 
With the persistence of Covid languishing over the economy, businesses are still adapting to an unpredictable "normal" and continuing to rely on digital technologies to maintain continuity and drive revenue. While much has changed in the latest Delta wave, what hasn't is the need to connect people across systems, apps, and devices – from sales to collaboration. 
This acquisition crystallizes that connection and paves the wave to a more meaningful and integrated future for Salesforce. 
"We've learned over the past year that the workplace isn't snapping back to the way it was," said Bret Taylor, President and Chief Operating Officer of Salesforce. "Together, Slack and Salesforce Customer 360 will give every company in the world a single source of truth for their business and a single platform for connecting employees, customers, and partners with each other and the apps they use every day."
With the acquisition, Slack will be integrated into every Salesforce Cloud. Together with Salesforce Customer 360, Slack will provide a single source of truth for businesses – and a single platform for connecting employees, customers, and partners in one ecosystem. 
<h2>Optimizely Named a Leader in The Forrester Wave™ for Digital Experience Platforms (DXPs)</h2>
<img style="max-width:715px" src="https://cmscritic.com/ms-content/uploads/2021/07/optimizely-logo.png" />
In the DXP Game of Thrones, Optimizely <a href="https://www.optimizely.com/company/press/optimizely-named-a-leader-in-digital-experience-platforms-by-independent-research-firm/" target="_blank">announced</a> its crown as a Leader in The Forrester Wave™ for Digital Experience Platforms (DXPs), Q3 2021. 
While no dragons were involved (at least to our knowledge), Optimizely – <a href="https://www.cmscritic.com/episerver-rebrands-as-optimizely-following-acquisition/" target="_blank">formerly Episerver</a> – has had a series of industry-conquering <a href="https://www.crunchbase.com/search/acquisitions/field/organizations/num_acquisitions/episerver" target="_blank">acquisitions</a> in its rise to DXP domination. Their latest snack: Zaius, a Customer Data Platform (CDP) with key AI and ML capabilities and a decent industry footprint. Like other leading enterprise DXPs, Optimizely saw this acquisition as a necessity for addressing its critical data gap and improving its competitive posture. 
In its vendor profile, the Forrester report noted that "Optimizely has a highly acquisitive strategy as it grows beyond its content roots as Episerver. Compared with other vendors we evaluated, Optimizely shows strength in testing and optimization, digital commerce, and platform operations. It also has strength in campaign management, customer journey management, and platform certifications." 
All solid points in Optimizely's favor as the competition at the top gets heavier. 
You might recall that Optimizely was also recognized as a Leader for the second consecutive year in the <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/" target="_blank">Gartner 2021 Magic Quadrant for Digital Experience Platforms</a>, trailing right behind Adobe and <a href="https://www.acquia.com/" target="_blank">Acquia</a>. But the Forrester report reorients the players on the chessboard, with Optimizely trailing just behind Adobe but outperforming the likes of Acquia, Sitecore, and Bloomreach.
Optimizely's platform received the highest possible scores in experience management and delivery, vision, delivery model, supporting services, and average deal size criteria. According to the Forrester report, "Reference customers told us that they like Optimizely's flexibility in their licensing model when expanding the set of sites… one reference said, 'Optimizely was very simple to get up and running — more so than other DXPs I've implemented.'"
Not a bad place to be as the race heats up.
<h2>WordPress Releases "Tatum" 5.8 </h2>
<img style="max-width:632px" src="https://cmscritic.com/ms-content/uploads/2021/07/5x8-album-1.jpg" />
There's a moment in "Kind of Blue" where Mile Davis and John Coltrane start merging into one being, completing each other's scales and echoing one another's brassy calls. Like anything in jazz, it's the improvisation – and the unexpected composition – that makes your toes tap. 
And like jazz, the latest version of WordPress attempts to bring a little more poetic soul to its code. Whether it hits the right notes is entirely up to users now.
Speaking of... WordPress <a href="https://wordpress.org/news/2021/07/tatum/" target="_blank">released its new 5.8</a> record last week. They're calling it "Tatum" in honor of Art Tatum, the prolific jazz pianist. It's now available for download or update in your WordPress dashboard. 
Last month, we talked about WordPress 5.8's Beta and the features that it was expected to deliver, such as more powerful blocks, enhanced editing capabilities, and other <a href="https://make.wordpress.org/updates/2021/01/21/big-picture-goals-2021/" target="_blank">big picture goals</a> like <a href="https://www.cmscritic.com/updates-on-wordcamp-2021-wordpress-5-8-beta-details-and-gutenberg-enhancements/" target="_blank">Full Site Editing</a>. Here are just a few of the highlights:
Manage Widgets with Blocks: The power of blocks has come to both the Block Widgets Editor and the Customizer. Now you can add blocks both in widget areas across your site and with live preview through the Customizer.
Display Posts with New Blocks and Patterns: The Query Loop Block makes it possible to display posts based on specified parameters, like a PHP loop without the code. Easily display posts from a specific category to do things like creating a portfolio or a page full of your favorite recipes.
List View: As blocks increase, patterns emerge, and content creation gets easier. As a result, new solutions are needed to make complex content easy to navigate. List View is the best way to jump between layers of content and nested blocks. Since the List View gives you an overview of all the blocks in your content, you can now navigate quickly to the precise block you need.
Edit Templates Around Posts: You can also use the familiar block editor to edit templates that hold your content. Simply activate a block theme or a theme that has opted in for this feature. Switch from editing your posts to editing your pages and back again, all while using a familiar block editor.
Global Styles and Global Settings APIs: Control the editor settings, available customization tools, and style blocks using a theme.json file in the active theme. This configuration file enables or disables features and sets default styles for both a website and blocks. 
You can see the complete list of new features and updates <a href="https://wordpress.org/news/2021/07/tatum/" target="_blank">here</a>. 
<h2>Agility CMS Announces GraphQL Support</h2>
<img src="https://cmscritic.com/ms-content/uploads/2021/07/agility-cms-graph-q.jpg" />
Agility CMS, an API-first headless CMS, has <a href="https://agilitycms.com/resources/posts/agility-cms-graphql" target="_blank">announced</a> the general availability of its GraphQL API, which provides users with a GraphQL Playground Interface – where they can query content from their Agility CMS Instance using a GraphQL schema based on defined content models.
"GraphQL powers modern e-commerce and digital transformation," said Jon Voigt, CEO at Agility CMS. "With this launch of GraphQL support, Agility CMS can help enterprises to build superior digital solutions with ease." 
Developed by Facebook, GraphQL has been the query language of choice for many CMSs, especially headless CMSs. GraphQL is designed to make APIs flexible, fast, precise, and developer-friendly, and it's rapidly becoming the standard for API-based data access.

CMS Monthly Recap: Salesforce Completes Acquisition of Slack, Contentsquare Accelerates ML Capabilities, and More

CMS Critic Monthly Recap image with piano background

Optimizely (formerly Episerver), a leading Digital Experience Platform, <a href="https://www.episerver.com/company/press-room/optimizely-strengthens-its-digital-experience-leadership-with-acquisition-of-customer-data-platform-zaius">announced today that it has acquired Zaius</a>, a Customer Data Platform (CDP).
The announcement comes just months after the company’s <a href="https://www.cmscritic.com/episerver-to-acquire-optimizely-the-worlds-leading-experience-optimization-platform/">acquisition of Optimizely</a> last September, which led to <a href="https://www.cmscritic.com/episerver-rebrands-as-optimizely-following-acquisition/">Episerver's rebranding</a> of its entire organization under the Optimizely banner.
“At Zaius, we’ve always believed that having the customer’s context was the unfair advantage to creating the most relevant experiences for customers,” said Spencer Pingry, co-founder and co-CEO of Zaius. “Analytics, segmentation, predictions, and personalization fueled by this context lead to experiences that drive customer loyalty. We are proud of how that has created growth for our customers and partners, and look forward to joining Optimizely to expand that story.”
<h3>The race for customer data</h3>
As enterprise content management (CMS) and digital experience (DXP) platforms battle for market share, customer data has become an almost essential component in the fight. With the purchase of Zaius, Optimizely is now positioned with a data-driven stack of services that will power digital experiences for customers – and elevate their competitive posture.
Breaking down "data silos" has become a critical objective for many organizations. According to <a href="https://learn.segment.com/customer-data-platform-report-2021/">Segment’s 2021 CDP Report</a>, 73% of companies say that a CDP will be instrumental to their customer experience strategy. Based on the metrics detailed in the report, 2020 saw exponential growth in customer data – and that only appears to be growing.
DXPs have recognized this problem, and are now making rapid progress towards unifying their data. For example, in the CDP layer of the stack, Segment is connecting customer data from fragmented corners of the ecosystem. This is why Twilio dropped a whopping $3.2 billion to <a href="https://www.cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps/">acquire Segment</a> for building and powering data-driven apps.
Likewise, <a href="https://www.cmscritic.com/adobe-experience-cloud-adds-new-headless-cms-capabilities-updates-to-commerce-integration/">Adobe has invested</a> heavily in the customer data column, enhancing their platform capabilities for creating personalized, app-like experiences that leverage customer data from end to end. And most recently, <a href="https://www.cmscritic.com/sitecore-acquires-boxever-and-four51/">Sitecore acquired Boxever</a> – adding a proven CDP to their ecosystem.
<h3>Combining DXP and CDP capabilities</h3>
Optimizely lost little time catching up with the other big platforms (like Adobe), acknowledging that organizations can no longer rely on third-party customer data to personalize experiences. With Zaius, Optimizely will be able to bridge what has traditionally been disconnected data points and bring them into context with one another.
In addition to being data-driven, Optimizely aspires to be customer-centric. With Zaius, they will now be able to segment customer data in combination with their interactions, observe behaviors through experiments, and gain powerful insights. Having a complete understanding of all those factors will enable Optimizely’s customers to create hyper-personalized experiences and maximize their ROIs.
Zaius’s segmentation engine – coupled with Optimizely’s behavioral data from experiments and transactional insights from its content and commerce platform – will provide a new level of agility. Powered by out-of-the-box AI/ML predictions, the combined platform can unlock even more value by providing visibility and guidance through the lens of the customer.
Zaius also brings 50 pre-built app connectors to Optimizely – including <a href="https://www.shopify.com/">Shopify</a>, <a href="https://www.snowflake.com/">Snowflake</a>, and <a href="https://www.zendesk.com/">Zendesk</a> – which are available as one-click integrations. These connectors rapidly streamline the data integration process and automate identity resolution with consent management.
<h3>A Leader on the Gartner MQ for DXP</h3>
Optimizely has been recognized as a Leader for the second consecutive year in the <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/">Gartner 2021 Magic Quadrant for Digital Experience Platforms</a>, trailing right behind Adobe and <a href="https://www.acquia.com/">Acquia</a>.
<figure class="kg-card kg-image-card"><img style="max-width:600px" src="https://cmscritic.com/ms-content/uploads/2023/08/s_34fafa0fd97f0b313e9551a1a563ae47406307c485dcb3a22cab4c5d6a2125fe_1616432299291_figure_1_magic_quadrant_for_digital_experience_platforms.png" /></figure>
While the players have shifted positions from 2020, the crop of leaders has made significant investments or acquisitions in customer data platforms to compete more effectively.
On the opposite end of the spectrum, Salesforce has been gaining ground against DXPs in the Challenger quadrant. As the world’s leading CRM and customer data platform, they have elevated their position by addressing key deficiencies on the experience and content management side – which includes the <a href="https://www.cmscritic.com/salesforce-cms-review-evolving-a-crm-powerhouse-into-a-dxp-challenger/">launch of their own CMS</a> in late 2019.
<h3>What's next for Optimizely and Zaius</h3>
With the purchase of Zaius, Optimizely has fully stacked their deck – adding the all-important customer data piece to the puzzle. As they begin to integrate the core capabilities into their platform offering, it's conceivable that they may give Acquia and Adobe a run for their money in next year's MQ report.
As 2021 continues to unfold, we'll be watching the impact of this investment and how it continues to shape Optimizely's strategy.
<h3>About Optimizely (Episerver)</h3>
<a href="http://www.optimizely.com/">Optimizely</a> (Episerver) is on a mission to help people unlock their digital potential. With their leading digital experience platform (DXP), they equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM, and Mazda, enrich their customer lifetime value, increase revenue and grow their brands.
<h3>About Zaius</h3>
Zaius is the Activated Customer Data Platform that assists growing brands to achieve higher customer lifetime value by delivering relevance across the entire customer journey, from anonymous browsers to loyal shoppers. Zaius aligns entire organizations around customer data allowing digital leaders to create relevant customer experiences through harmonization of their data, understanding and action that differentiates their brand and drives customer loyalty.

Optimizely Acquires Customer Data Platform Zaius

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Fresh off the acquisition of Optimizely last September, Episerver – a leading content management and digital experience platform – has announced that it will rebrand its entire organization under the Optimizely name.
Episerver’s move follows a string of jaw-dropping news from the top of the CMS and DXP industry. In the last two weeks alone, Sitecore <a href="https://www.cmscritic.com/sitecore-embarks-on-1-2b-investment-plan-to-accelerate-growth/">announced</a> that it had secured $1.2 billion in capital investment aimed at accelerating their growth and innovation. Just a few days later, Acquia introduced its <a href="https://www.cmscritic.com/acquia-digital-commerce-unifies-data-content-commerce-and-digital-merchandising/">Acquia Digital Commerce</a> platform, the latest in a line of new products and partnerships that are driving their market expansion.
As a leader on the <a href="https://www.episerver.com/reports/gartner-magic-quadrant-for-digital-experience-platforms">Gartner Magic Quadrant for Digital Experience Platforms</a>, Episerver is already well-positioned within the DXP landscape. However, the acquisition of Optimizely has launched a new direction for the company, elevating “Optimization as a Service” to the forefront of their product and service stack.
While it’s not uncommon for companies to change their name after a merger or acquisition, this is a bold move for Episerver. By adopting the Optimizely brand, they are changing the narrative and focusing on web targeting, testing, and recommendations to help power – and optimize – the customer experience.
<h3>The reason behind Episerver’s decision</h3>
Episerver’s roots date back to 1994. What began as web-based electronic mail system has evolved into a connected, multi-faceted platform that includes CMS, Commerce, and DXP. Over the years, they have acquired multiple technologies in an effort to expand their ecosystem and enhance the value of their offerings. This includes <a href="https://www.episerver.com/company/press-room/episerver-acquires-omnichannel-personalization-vendor-peerius">Peerius</a> in 2016, a UK-based commerce personalization company, and most recently Optimizely.
Episerver has certainly established its brand on a global stage, competing with the likes of <a href="https://www.adobe.com/marketing/experience-manager.html">Adobe</a>, <a href="https://www.cmscritic.com/acquia-launches-new-open-digital-experience-platform/">Acquia</a>, and <a href="https://www.cmscritic.com/sitecore-updates-experience-platform-and-experience-commerce-releases-new-sitecore-content-hub/">Sitecore</a>. But with such a long and storied rise to market leadership, why change their name?
In a statement from the company, Episerver says that it conducted thorough research with customers, partners, and industry leaders to gauge their overall brand perception. This led to the decision to adopt the Optimizely brand, which aligned more intently with their vision.
<img style="max-width:600px" src="https://cmscritic.com/ms-content/uploads/2021/01/gartner-magic-quadrant-for-digital-experience-platforms-2021.png" alt="Gartner Magic Quadrant for Digital Experience Platforms-2021" />
<h3></h3>
<h3>Positioning for greater competition</h3>
While Gartner’s Magic Quadrant for DXPs remains relatively trim, the crowd has thickened in 2020. With players like Salesforce and SAP entering the fray by offering more complete solutions, traditional CMS platforms are struggling to find footing and compete at the enterprise level.
While the move away from monolithic services to custom stacks is still the general trend, leading brands and organizations are in pursuit of personalization – and hungry for real solutions. As CRM platforms like Salesforce and Hubspot bring CMS into their portfolios, stalwarts like Episerver are facing increased pressure to expand their capabilities in new directions.
The Optimizely acquisition gives Episerver an edge in the personalization category, allowing them to deliver on the promise of a truly complete digital experience platform for testing and optimization. This is reinforced by their concept of <a href="https://www.episerver.com/products/capabilities/optimization-as-a-service">Optimization-as-a-Service</a>, which combines the best attributes of targeting, testing, and recommendations from both <a href="https://www.optimizely.com/platform/experimentation/">Optimizely Web</a> and <a href="https://www.episerver.com/products/capabilities/web-content-recommendations">Episerver Content Recommendations</a>.
“We believe that every experience can and should be optimized,” says Alex Atzberger, CEO of Episerver. “We all know the real work only starts when the site or digital experience goes live. Optimizely’s name captures this ambition.”
<h3>What does the change mean for Episerver?</h3>
The new Optimizely aims to deliver the most modern digital experience platform with headless CMS and commerce, experimentation, AI-driven recommendations, and many other market-leading digital experience components. As part of their mission, they endeavor to remove the “guesswork” and “gut decisions” from optimization, replacing it with data-driven insights.
“Digital experience is a journey without a finish line,” says Atzberger. “Ultimately, our customers want to innovate and use data to confidentially create and optimize every customer experience based on actual outcomes. The Optimizely brand very much galvanizes this vision and uniquely positions us to define the future of the DXP market.”
Bringing together robust capabilities for data, content, commerce, and optimization, Optimizely empowers brands to unlock behavior-based decision-making, confident creation, and outsized outcomes. Optimizely now offers an even more robust combination of user and site-level data, tied with omnichannel experimentation insights – giving marketers, merchandisers, and developers the advanced analytics they need to understand what is happening in each experience as well as how to continually optimize it.
“We’re pleased to see Episerver make the shift to become known as Optimizely, elevating an already well-known brand with a benefit to create, connect and optimize the customer experience across a growing number of digital channels. This move represents a differentiator for the company in the digital experience market,” said Marci Maddox, Research Director, Digital Experience Strategies, IDC. “The value optimization brings to the digital experience is often underestimated, and the new Optimizely brand gives the company an opportunity to marry creative personalization with data-driven optimization techniques. The digital experience services market is evolving quickly, and there is a significant opportunity for Optimizely to be a leader in the space with its data-driven approach to optimizing every experience along the customer journey.”
In 2020, Episerver and Optimizely recorded double-digit revenue growth, supporting go-lives for more than 250 customer including Microsoft, Atlassian, KLM, and the Wall Street Journal. The fourth quarter marked accelerated growth for both companies and their DXP offerings in particular, with Optimizely B2B Commerce Cloud and Content Cloud seeing more than 20% growth. The new Optimizely plans to hire 40+ new employees per month through the first half of 2021 to fuel their continued growth.
<h3>What’s next for Optimizely and the DXP Industry</h3>
There’s no question about it: change and consolidation are rampant in the upper echelon of the CMS and DXP marketplace. In an increasingly digital world that’s been forced to transform throughout the Covid-19 pandemic, opportunities are abundant – but competition is fierce. The winners will be able to offer more completeness of vision, not just single products or solutions. This is where Episerver and Optimizely have excelled and will continue to do so as a combined force.
While Episerver has strong awareness and a solid heritage, adopting the Optimizely name might be one of their smartest moves yet. It’s still a slick, up-and-coming brand that’s certain to give the aging CMS a shot in the arm – and allow them to shape the future of the digital customer experience.
<h3>About Optimizely (Episerver)</h3>
<a href="http://www.optimizely.com/">Optimizely</a> (Episerver) is on a mission to help people unlock their digital potential. With their leading digital experience platform (DXP), they equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM, and Mazda, enrich their customer lifetime value, increase revenue and grow their brands.

Episerver Rebrands as Optimizely Following Acquisition

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