Why We're Excited by Optimizely's Acquisition of NetSpring

Optimizely's acquisition of NetSpring earlier this year marked a significant step forward in the world of experimentation and product analytics.

By integrating NetSpring's warehouse-native product analytics capabilities, Optimizely aims to bridge the often-disparate worlds of product experimentation and business metrics. By integrating NetSpring into Optimizely's product suite, experimentation teams will have more flexible reporting options, a streamlined workflow, and more impactful ways to measure their experiments.

As an Optimizely DXP partner with a dedicated data studio, we're particularly excited about this development and the value it brings to our clients. If your business takes advantage of this offering, you can expect the following benefits:

• Eliminating Data Silos: Run experimentation analysis directly on your existing data warehouse, avoiding costly and time-consuming data duplication.
• Unlocking Deeper Insights: Analyze experiments using a wider range of events and metrics from your data warehouse, going beyond standard Optimizely tracking.
• Streamlining Data Workflows: Ensure conversion metrics are consistent across experimentation and other analytical tools, simplifying the entire data workflow related to events and analysis.
• Drilling Down Deeper into Results: Flexibly drill down into experimentation results for more granular insights.
• Centralizing Your Data Warehouse Even Further: Cement your data warehouse as the central source of truth for business decisions with the efficiencies these new features provide.

The Power of Unified Data

Optimizely's core value proposition with NetSpring is its ability to leverage existing business metrics within experimentation analyses. Traditionally, product teams have the burden of instrumenting specific conversion tracking for each experiment. NetSpring eliminates this overhead by tapping directly into your data warehouse, where crucial business metrics like revenue, profit, churn, and ARR already exist.

This reduces the workload for product teams and allows a more flexible and comprehensive analysis of experimentation results. For example, product teams can take a metric like "purchases" and drill down into the details of the experiment results to understand whether the impact was greater for new or returning customers.

Turning Metrics into Decisions

At Velir, we've always been advocates for data-driven decision-making. Our dedicated data practice helps our clients measure the performance of their digital initiatives and present the results in accessible, self-service business intelligence systems like Sigma and Tableau. To do this, we've built a data governance and data analytics practice that captures your organization's most important metrics and creates them as reliable artifacts within a data warehouse.

Many organizations invest in building core business metrics, but too often they remain siloed from the day-to-day work of product and marketing teams responsible for launching new experiences and measuring their impact. NetSpring breaks down these silos by integrating experimentation with your data warehouse. This creates a direct link between your tactical product development and strategic business goals, fostering a data-driven culture.

Creating Cutting-Edge Digital Experiences 

Our expertise in building data warehouse solutions, combined with our extensive experience deploying experimentation platforms like Optimizely, positions us perfectly to help you leverage NetSpring’s full potential. We understand the intricacies of data integration, the importance of clear and accessible reporting, and the power of connecting experimentation with business outcomes. When combined these elements produce one thing: cutting-edge digital experiences that turn customers into your biggest fans.

Optimizely's acquisition of NetSpring is a game-changer for organizations seeking to embrace data-driven decision-making. With it, Optimizely empowers businesses to make more informed choices, optimize their products, and drive meaningful growth by integrating product experimentation and core business metrics. Velir is excited to be at the forefront of this evolution by helping our clients unlock the full potential of their data with tools like Optimizely.

Want to learn more about the benefits Optimizely’s acquisition of NetSpring can offer? Reach out. Our team of experts would be happy to chat with you.