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Optimizely Article

Optimizely’s New Agent Orchestration Gives Marketers a ‘Magic Wand’ for Building Custom Workflows

matt-garrepy

<hr /> 14 years. It’s a long time by any measure, but vastly more for humans living in a war-torn country under an oppressive dictator. Such were the struggles of the Syrian people under the brutal Assad regime, a tyranny that dates back over half a century. It was all horrific, but the last decade and a half were among the worst years as the country became an unforgiving battlefield.For <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/nabeez/">Nabil Orfali</a>, those struggles hold a deeply personal meaning, like a wound in his heart. Syria is his homeland, the place where his journey as a technologist – and a digital dreamer – began.After graduating from Damascus University with a degree in computer science, Nabil spent the first three years of his career working in Syria. The dotcom boom was blossoming, and it was a time of great change as the internet connected the world. It was an exciting moment, and Nabil was at the center of it.“I helped bring web development to the whole country at that time,” he said, reflecting how Syrian businesses and agencies were investing in a new horizon of possibilities. In addition to other novel projects, Nabil built the first online payment system for the country’s first ISP, pioneering digital transactions and nurturing an entirely new industry flush with transformational opportunities. In 2001, Nabil left Syria, watching the chaos spread as then-president Bashar al-Assad grew more bellicose – monopolizing resources, violating human rights, and committing atrocities against his own people. This, among other illegal actions, led to crushing international sanctions that quelled any prospects of growth.In the years that followed, the people of Syria rose up in revolution, fighting a civil war to oust the divisive leader. As Nabil shared, the ensuing battle was replete with tragedy. Thousands died or were imprisoned. Families were broken and displaced. Millions sought safety across borders. It was nothing short of a humanitarian crisis. “Over the last 14 years, the Syrian people have been asking for freedom,” Nabil said. And while he was removed from the warfare and living in Canada, he did what he could to muster assistance from abroad. “My Syrian friends here and in the US were actively trying to help refugees with aid and supporting projects to help during that hard period.”One of the early projects that Nabil spearheaded was the creation of a workshop in Turkey, explicitly designed for Syrian women. The neighboring country had become a host for refugees, and this charitable vestibule provided a lifeline of self-sufficiency that taught practical crafts like crocheting, woodworking, and other trades. Equipped with these skills, Syrian women were able to build toys and produce children’s clothing to enrich their communities during the bitter winters. Local non-governmental organizations (NGOs) also purchased the wares, providing opportunities for families to earn a living. The workshop ended up employing around 190 families and became a shining beacon of hope. <hr /><h4 style="text-align:center" id="-"> </h4><h4 style="text-align:center" id="“i’ve-been-in-technology-for-my-whole-career,-and-my-friends-as-well.-so-we-got-together,-around-ten-or-eleven-of-us,-from-across-the-globe.-places-like-the-uk,-germany,-the-us,-and-canada.-we-wanted-to-help-in-a-bigger-way.”">“I’ve been in technology for my whole career, and my friends as well. So we got together, around ten or eleven of us, from across the globe. Places like the UK, Germany, the US, and Canada. We wanted to help in a bigger way.”</h4> <hr /> In 2024, Syrian rebels launched a lightning offensive across the country, recapturing occupied cities like Aleppo – where some of the most violent fighting had happened. In the wake of liberation, the door opened to hope and jubilation. Some of the sanctions were lifted, and a fledgling new government went to work rebuilding the country.Many communities were in ruins after 14 years of conflict. As you can imagine, rebuilding will be a decades-long venture, with a core focus on repairing essential infrastructure like access to stable power and clean water. But the technology and communications infrastructure also require serious mending – and that’s where Nabil and his colleagues have been chiefly focused. “I’ve been in technology for my whole career, and my friends as well,” he said. “So we got together, around ten or eleven of us, from across the globe. Places like the UK, Germany, the US, and Canada. We wanted to help in a bigger way.”That led to the creation of <a target="_blank" rel="noopener noreferrer" href="https://14.digital/about-us/">14.Digital, </a>an NGO dedicated to revitalizing Syria's digital infrastructure through innovative and agile solutions. The members are uniquely skilled and qualified technology practitioners who are committed to rebuilding a nation that has endured decades of turmoil. The organization’s name is both an optimistic prompt and a stark tribute to Syria’s 14 years of revolution. It’s also a reminder of its deep sacrifices in the long journey to freedom – and, perhaps, the struggle that lies ahead.<h3 id="pairing-advanced-technology-with-global-values">Pairing advanced technology with global values</h3>I didn’t know the full extent of Nabil’s origin story. We see each other regularly at <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">Boye &amp; Company CMS Experts events,</a> where he’s a constant beam of knowledge for our community. He has a deeply proven pedigree as a content management and DXP practitioner, with multiple Sitecore MVPs under his belt. What I did know about him was his successful track record as a builder and his penchant for restless creation. His company, Toronto-based <a target="_blank" rel="noopener noreferrer" href="https://www.techguilds.com/">TechGuilds,</a> has been his sandbox for innovation, evolving to deliver quality solutions that encompass CRM, commerce, and other facets of digital experience. He's also the father of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/kajoo">Kajoo</a>, an AI-powered DX builder that accelerates front-end development for composable platforms, including <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore’s XM Cloud,</a> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely,</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/kontentai">Kontent.ai.</a> Like its name, Kajoo conjures a sense of wonder and whimsy, and watching it ingest a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/figma">Figma</a> prototype and convert it to clean, efficient code is nothing short of inspiring.Given Nabil’s flair for innovation – coupled with his innate drive and determination – it’s not surprising that he’s confronted the Syrian crisis with a bold sense of compassion. 14.Digital crystallizes that heart-led mission, and it’s already making an impact with projects on multiple fronts. There’s a big vision guiding everything, but as Nabil said, the post-war conditions are still being felt in the lack of general stability. As such, they have their work cut out for them.“The goal is to advance the digital maturity of the whole country,” he said. “They have very, very rudimentary resources. There are frequent electrical outages, with power coming only a few times a day. It’s improving, and people are getting creative with solar panels and batteries.”That resourcefulness is a credit to the Syrian people, who have lived under austerity for decades. This is why a key part of 14.Digital’s charter is to reinforce human rights and democratic values as it implements national and community-based projects. The organization is acting responsibly and transparently in its practices, and committing to generosity, collaboration, and respect across its operations. 14.Digital also champions equality, equity, and freedom of expression, striving for the open exchange of ideas and opinions. This is a stark contrast to decades of oppression. It's also a covenant of hope as Syrians look to build a resilient and thriving nation.  <h3 id="pioneering-a-sustainable-digital-infrastructure-to-power-the-future">Pioneering a sustainable digital infrastructure to power the future</h3>To enable local residents and communities to achieve greater independence, 14.Digital is working to address the challenges stemming from limited or underdeveloped infrastructure and, where possible, enhancing the technological footprint. Registered in both Syria and Canada, the organization’s team is comprised of skilled professionals from diverse backgrounds who are keenly focused on digital infrastructure development and community support.In terms of discrete services, 14.Digital provides a range of software design and development resources for creating and deploying custom solutions. This includes the architecting of secure, scalable digital and cloud infrastructure solutions to meet a variety of business goals. The team also provides physical and cybersecurity measures, network design, and even artificial intelligence services to deliver enhanced automation and efficiency. Training is another component of 14.Digital's mission. The civil war created a significant knowledge gap for Syria’s youth, with academic facilities shuttered and students left in limbo. Creating opportunities for Syrian-based technology and workers is a key area of focus, and one of the projects Nabil described was a partnership with Syrian university faculty to mentor students in computer science and conduct workshops on modern topics. “We're training in different digital areas, from web development to AI,” he explained. And it hasn’t stopped there. Nabil said that 14.Digital is also assisting with a host of cybersecurity initiatives, providing audits to government agency websites. After the fall of the previous regime, there's been a precipitous rise in hacking, leading to deeper audits and remediations. This has all proven difficult given that the country is working without solid data centers as part of its digital infrastructure.There’s also been a big push surrounding modernization across public agencies. One of the biggest projects Nabil and 14.Digital have proposed is to implement a secure core solution to power e-government services. “Civil records were largely paper-based, and a lot of them were damaged during the war,” he said. “If you don't have those records, you can’t provide healthcare properly, or conduct elections, or even confirm the identity of the citizen. So from that perspective, we proposed a project to provide digital identity to all government agencies for issuing IDs, driver's licenses, even passports down the road. But we’re going to build that core of digital identity in a very secure way.”Nabil said the project went through a period of deep study and research, which ultimately provided the budget to build multiple data centers with high redundancy in two different locations. It will be a massive undertaking, and likely take two or three years to complete, but they’ve already received millions in funding from outside donors. Nabil is optimistic that an approval will happen in the coming months, and they can break ground in the near term.<h3 id="healing-the-scars-with-hope">Healing the scars with hope</h3>In many ways, Syria is a diamond waiting to be polished. It has seen unspeakable horrors over the last 14 years, but its people have persevered. Now, they’re eager to restore its beauty – so it can shine brilliantly once more.Despite the regime's fall, the future of Syria remains uncertain. There are still fears of new conflicts between various non-state-affiliated groups, including ideologically driven factions. Millions are still in need of basic humanitarian assistance, and many remain outside the country as victims of displacement. But the enthusiasm for the future is palpable. And while there are many critical issues to solve, improving processes with digital technology could significantly accelerate the overall recovery. As Nabil shared, one of the biggest tragedies has been the loss of a generation of talent, and having access to stable power and internet services could enable students to gain ground through remote learning and improve their future prospects.“The thing they need most right now, in my opinion, is almost a rehabilitation of skill sets,” he explained. “Not just hard skills or technical skills, but also soft skills like language. A lot of these kids, they've been out of school for five years, ten years in some cases. It’s so sad. NGOs have created schools and there’s some tutoring available, but I would love to see us coming in from the digital and technology perspective to up level their skills to make their lives better. And in turn, they can make their country better.”As someone who has personally volunteered time, money, and technology resources to support the Special Olympics and other NPOs, I am moved and motivated by Nabil’s efforts. While many of us endeavor to give back in our own way, he is facing down a mammoth crisis. Most of us can’t even imagine what his country has been through or the trauma the war has left behind.In light of this, he remains incurably optimistic. This is a testament to his belief in technology's ability to make an impact, and illustrates the propensity for digital not to divide us – but connect us. “With all the difficulties that the Syrian people are still facing, you can see this amazing energy,” he said glowingly. “People are going to the streets, cleaning and repairing things, making the country look better. Doing anything they can within their means to help. All of a sudden, they feel that the country belongs to them. So you see all these little projects with groups of people just taking action. When I see that, I feel like I have a duty to help make their lives easier.”Wounds heal, but scars remain. They remind us of what's been lost. But they also tell a story about survival – and perhaps, with the help of others, they can symbolize a moment when everything changed. For the better. Bravo, 14.Digital. I hope the next 14 years will bring the peace and prosperity Syrians deserve. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

In the Scars of Syria, 14.Digital is Revitalizing Digital Infrastructure and Healing the Future

Agentic AI Is Coming. Is Your DXP Ready?

dsfaltudo

<hr /> Traditional internet search, by many accounts, is circling the drain.Blame AI, they say.I can’t argue that SEO is getting pummeled. But not all metrics (depending on your vector) are bellicose. In fact, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google’s </a>own figures – which are surely unbiased – indicate that search as we knew it is adapting and evolving, and the net impact of its own <a target="_blank" rel="noopener noreferrer" href="https://search.google/ways-to-search/ai-overviews/">AI Overviews</a> has resulted in a higher volume of queries.The tech giant also <a target="_blank" rel="noopener noreferrer" href="https://www.searchenginejournal.com/google-search-revenue-grows-14-in-q2-2024/522922/">reported a 14% increase</a> in its year-over-year revenue from search. For investors, that might soften some of the blow from its recent <a target="_blank" rel="noopener noreferrer" href="https://www.justice.gov/opa/pr/department-justice-prevails-landmark-antitrust-case-against-google">antitrust fallout </a>– a kerfuffle that should have us all questioning Google’s transparency and trustworthiness (stay tuned for an upcoming podcast on that subject).I wouldn't count Google out, but let’s face facts: <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/ai/generative-ai/">Generative AI engines</a> are stealing the search thunder, and they continue to eat a precipitous share of the Big G’s lunch. <a target="_blank" rel="noopener noreferrer" href="https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents">According to Gartner,</a> traditional search engine volume will drop 25% by next year, which is faster than previous prognostications.By the numbers, Google Search is still <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/google-search-bigger-chatgpt-search-453142">373 times bigger</a> than ChatGPT. But that margin is getting smaller and smaller. For marketers, this is creating a blind spot in the SERP soup, and SEO technologies are hustling to provide the needed visibility to address these gaps.I first wrote about products like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/as-ai-generated-search-grows-otterly-is-utterly-awesome-for-marketers-heres-why">Otterly.ai</a> at the beginning of this year, which offered a new breed of tool for the emerging field of <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/what-is-generative-engine-optimization-geo-444418">Generative and Answer Engine Optimization</a> (GEO and AEO, respectively, because we need more acronyms). Most recently, I spoke to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/conductor-ai-revs-up-brand-discoverability-in-generative-ai-answer-engines">Conductor</a> about its platform's evolution for brand discoverability across AI answer engines.The tools are getting better at this AI visibility stuff because they have to. As a larger share of search activity shifts to bots, marketers are adapting to the impact of zero-click searches. The big challenge now is ensuring your brand is discoverable and not invisible. So how do you enable your website – and its content – to be found by answer engines? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a> might just have the solution, and one that’s baked into its core <a target="_blank" rel="noopener noreferrer" href="https://www.optimizely.com/products/content-management/">CMS</a>. The market-leading DXP just introduced some innovative features designed to help increase discovery in the AI era, positioning its powerhouse content management system as a “GEO-Ready” CMS. With these enhancements, users can effectively transform their websites from content warehouses into visibility engines built for AI discovery – and do it all in one place.Optimizely has been rolling out new AI capabilities across its product ecosystem for some time, and with pretty solid results. I just connected with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/optimizely-opal-gets-supercharged-for-agentic-ai-powering-infinite-use-cases-for-marketers">CEO Alex Atzberger</a> for a first-hand demo of Optimizely’s new <a target="_blank" rel="noopener noreferrer" href="https://www.optimizely.com/ai/">Opal AI</a> features, where he showed me how the product is empowering his internal teams and his own day-to-day work.“We’re transforming how marketing works,” he said during our chat. “That's the big part. That's what really matters." And now, they're expanding on that mission by addressing a compelling need for AEO and GEO features at the CMS level. <h3 id="from-invisibility-to-ai-visibility">From invisibility to AI visibility</h3>With all the motion towards generative engine search, websites owners must adapt their traditional SEO practices and embrace new strategies that serve AI bots and engines. This means structuring content so it can be surfaced, summarized, and selected by AI agents. “Your website isn’t broken – it’s just invisible,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/shafqat/">Shafqat Islam,</a> President of Optimizely. “The entire business model of the web is being upended, and how marketers generate demand or sell products is being transformed. Marketers need to make sure their websites serve two audiences: humans who demand speed and clarity, and machines that extract and summarize the content."According to Optimizely, a website’s content must be trustworthy, machine-readable, and strategically structured to compete in this new model of answer engine mechanics. Optimizely’s CMS – combined with Opal – makes the journey from invisibility to AI visibility easier by providing the onboard tooling to make your content discoverable.“If your CMS isn’t structured for AI discoverability, your content won’t be found,” Islam continued. “With the combination of our new CMS features and power of Optimizely Opal, we help brands move faster, create content smarter, and scale for a world where machines, not just people, are consuming your content.” <h3 id="being-“geo-ready”-from-optimization-to-analytics">Being “GEO-Ready” from optimization to analytics</h3>So how do these new GEO-centric features work? In a nutshell, the suite of functionality allows Optimizely’s CMS to become a sort of “visibility engine,” providing enhanced capabilities across three core areas: page optimization, site-wide optimization, and GEO analytics. Some of these structural concepts will feel very familiar to SEO experts, with a few critical differences that tap into AI agent mechanics. Here’s a breakdown of each component area: <h4 id="page-optimization-">Page Optimization </h4>As previously mentioned, showing up in AI summaries requires content to be well-structured, trustworthy, and machine-readable. To get there, Optimizely delivers enhanced page optimization with Q&amp;A field generation, which auto-generates question and answer pairs based on page content.It also provides GEO-specific metadata that populates titles, descriptions, and EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) elements for generative engines, as well as markdown summary generation, which injects page-level summaries for improved AI scanning and indexing.  <h4 id="site-optimization">Site Optimization</h4>At the global level, AI agents don’t browse. They scan. And having a top-down site structure ensures your content gets indexed, summarized, and surfaced. Optimizely simplifies this site-wide optimization with llms.txt auto-generation, which automatically signals which pages should be indexed by LLMs and bots.Optimizely also leverages GEO topic templates to generate topic-specific pages designed to rank in AI-generated summaries and bulk metadata population to add GEO metadata in bulk, including to existing content. <h4 id="geo-analytics">GEO Analytics</h4>Site performance tracking is a whole new ball game in the age of AI. Much of it has been obscured for brands and marketers, and that “black box” has been difficult to break through. When agents read content, they often do it without triggering a click, but Optimizely is bringing visibility to this hidden layer with a GEO health index that scores pages against AEO and GEO best practices.There’s also a crawl-to-refer ratio that helps measure how often AI bots crawl a brand’s site versus refer to your site, and a crawl rate by model score that indicates which LLMs are hitting a brand’s site most frequently. Taken together, marketers now have better intelligence around their site performance relative to bot activity.<h3 id="the-verdict">The verdict</h3>Optimizely’s new “GEO-Ready” features attempt to backfill the gaping hole left by AI search. By adding these features natively to its CMS, they're overcoming one of the historically persistent challenges with SEO management: a lack of prioritization. It's true. Content operations and marketing teams have long struggled with institutionalizing strong SEO practices (hence why we still have cottage agency SEO services). Leveraging automated tools within content management systems has helped improve outcomes, but Optimizely is proactively addressing this for AEO and GEO – and that’s a potentially huge benefit. In this rapidly evolving era of AI and zero-click searches, marketers need to be more intentional about their content strategies. That includes the foundational approach to AI structure. Having a CMS that helps you establish a stronger position – and to be “GEO-Ready” – could help simplify and accelerate success. This is definitely a feature set worthy of a demo. And while I expect other CMS platforms to adopt similar tools and strategies, Optimizely continues to reinforce its position as a leader with an integrated ecosystem that will benefit from these innovative steps.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-optimizely?-talk-to-an-expert.">Looking for guidance on Optimizely? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaSee Agility CMS at the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Welcome to the ‘GEO-Ready’ CMS: Optimizely adds new features to enhance AI-powered search

Down the Agency Rabbit Hole: A Post-Opticon Chat with Chris Kostakis, CTO at Hero Digital

Optimizely Introduces New SaaS CMS with Visual Builder for Marketers

<hr /> It's a glass-clinking, champagne-drinking moment by all accounts.<a target="_blank" href="https://cmscritic.com/products/optimizely">Optimizely</a>, a leading digital experience platform (DXP), just announced that it has surpassed $400 million in annual recurring revenue after experiencing four consecutive quarters of double-digit growth. Not a bad haul for a company that started life as a CMS in 1994. Back then, it was called <a target="_blank" href="https://en.wikipedia.org/wiki/Episerver">Episerver</a>. The transformation is quite a tale, one that's been 30 years in the making. Episerver had a heck of a ride to the top, becoming an industry-leading <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management system</a> with a global presence. In 2018, following its acquisition by global software investor <a target="_blank" href="https://www.insightpartners.com/">Insight Partners</a>, the company embarked on a strategic journey to acquire category-leading companies and align its product offerings with the evolving requirements of modern digital teams.Over the past three years, to complement its best-of-breed CMS and better address marketers' needs, the company integrated solutions for content marketing (Welcome), experimentation (Optimizely), and commerce (Insite Software). This new ecosystem of solutions led to a rebrand under the “Optimizely” banner, an appropriate name given the forthcoming focus on optimization as a digital imperative.In 2023, its efforts resulted in a landmark achievement: the launch of <a target="_blank" href="https://www.optimizely.com/company/press/optimizely-one/">Optimizely One</a>. As the industry’s first operating system for marketers, Optimizely One offers a unified workflow – accelerated by AI – to simplify the process of creating, managing, delivering, and optimizing content seamlessly within a single platform. This breakthrough offering has led to a 21% year-over-year growth in multiproduct ARR. On top of that, an astounding 52% of Optimizely’s ARR is attributed to multi-product customers. This reflects the motion of brands as they consolidate their tech stacks into one unified suite to improve (or optimize) the total cost of ownership and reduce martech complexity.“Reaching $400 million in annual recurring revenue is a remarkable accomplishment that proves we are successful in our mission to make marketers’ lives better,” said <a target="_blank" href="https://www.linkedin.com/in/aatzberger/">Alex Atzberger,</a> CEO at Optimizely. “We are immensely grateful to our employees and partners, who have worked tirelessly to deliver the world’s first operating system for marketers. Optimizely has always been at the forefront of delivering exceptional digital experiences – starting with our CMS thirty years ago – and we are excited to continue leading the industry for the next thirty years and beyond." <h3 id="building-value-by-the-numbers">Building value by the numbers</h3>Optimizely's composable solutions are trusted by thousands of companies globally, all with the mission of making marketers' lives better. Over 10,000 businesses deliver their digital experiences with Optimizely, and their increased reliance on the platform further cements its value to marketers.From a performance perspective, Optimizely has put up some impressive numbers. For example: over 70,000 experiments have been completed in the last 12 months – an 18.5% YoY increase – resulting in 390 billion test impressions. Customers have also seen a 24.6% increase in experiment ideas submitted, signaling the rise of collaborative test-and-learn cultures. Additionally, almost 150 customers have gone live on Optimizely's CMS since the beginning of 2023. That's over a 20% increase YoY, and an impressive testament to growing preference in a noisy market with expansive choices. Optimizely has also seen gains with its <a target="_blank" href="https://www.optimizely.com/products/content-marketing/">Content Marketing Platform</a>. Over the last year, usage of its CMP has nearly doubled, with 890,000 tasks and activities completed. This validates that marketers are seeking solutions that support the entire content and campaign lifecycle.One more remarkable data point: Optimizely’s market-leading commerce solutions – available in both SaaS and PaaS – enabled its B2B and B2C customers to complete over 50 million transactions last year.<h3 id="leading-with-industry-analysts">Leading with industry analysts</h3>Optimizely's ARR milestone aligns with several key analyst reports published since the launch of Optimizely One, all of which position them at the top of the market. The company is now recognized as a Leader in nine different analyst reports across each of its content, experimentation, and commerce offerings.These include the recent <a target="_blank" href="https://www.optimizely.com/insights/forrester-b2b-commerce-report/">Forrester Wave: Commerce Solutions for B2B, Q2 2024</a> and <a target="_blank" href="https://www.optimizely.com/insights/gartner-magic-quadrant-for-content-marketing-platforms/">Gartner's 2024 Magic Quadrant for Content Marketing Platforms</a>, where it has been named a Leader the seventh consecutive year – positioned highest for its “Ability to Execute." Optimizely also maintained its Leader position in <a target="_blank" href="https://www.optimizely.com/company/press/gartner-dxp-mq-2024/">Gartner's 2024 Magic Quadrant for DXPs</a> for the fifth consecutive year.Optimizely works with more than 40% of Top 100 Interbrand companies, acting as the operating system for marketing – and the go-to choice for companies like Zoom, Shell, and American Express to drive digital transformation and business growth. This is a contributing factor to its unprecedented ARR achievement. "With three decades of experience investing in high-growth SaaS companies, Insight Partners knows what success and healthy growth metrics look like in software. Optimizely's growth trajectory has been extremely impressive and reflects their enduring commitment to innovation and customer empowerment," said <a target="_blank" href="https://www.linkedin.com/in/adamsberger1/">Adam Berger</a>, Managing Director at Insight Partners. “Not only is achieving this ARR milestone a difficult feat, but the company also has all of the components needed to sustain its strong market position. We're proud to remain a core part of Optimizely’s journey and are excited to see them achieve new milestones along the way.”<h3 id="why-it-matters">Why it matters</h3>With such a trailblazing heritage in content management and digital experience, Optimizely has long been a bellwether for where the CMS and DXP markets are headed. Its industry surface area has evolved to include categories like CMP, but Optimizely's core value always comes back to content – and this is a company that's been shaping the content trajectory since 1994.While Adobe has maintained dominance in some of the relevant analyst channels (like DXP), Optimizely has been closing the gap against Goliath. With the introduction of its Optimizely One solution, it has clearly leveled up and driven demand with customers seeking a more complete solution – the kind that offers composable products that answer their challenges with greater flexibility, choice, and value. That strategy is resulting in significant market and revenue gains.Optimizely has also focused on the marketer as a key audience, starting with its purchase of Welcome in 2021. The added content marketing and digital asset management capabilities have expanded its appeal beyond the more focused lane of CMS while integrating everything within a composable solution. This continues to deliver a competitive edge as brands shift to delivering omnichannel experiences and look to market across a myriad of ecosystems like social media. Just like its name suggests, optimization is central to Optimizely's brand promise. As more companies look to enhance performance through testing and experimentation, Optimizely is already ahead with robust tools and AI features to help teams realize their personalization goals and access meaningful data and analytics from their programs.Optimizely's pace of innovation is clearly aggressive, and needs to be in a tight competitive market where uncertainty is always looming. The addition of new features across its portfolio – including AI – may very well lengthen its lead as customers look for greater scale and automation from their content tools. And with more capital to drive innovation, it can continue to meet and exceed customer expectations in an ever-changing digital world.  <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Optimizely Surges to $400M ARR, Pegs Growth on Demand for its Marketing Operations System

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<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" rel="noopener">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" rel="noopener">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" rel="noopener">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" rel="noopener">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" rel="noopener">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" rel="noopener">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" rel="noopener">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" rel="noopener">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" rel="noopener">Google Optimize</a> and <a href="https://marketingplatform.google.com/about/optimize-360/" target="_blank" rel="noopener">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" rel="noopener">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" rel="noopener">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" rel="noopener">special deal</a> for keeping their experimentations running smoothly.
<a href="https://business.adobe.com/products/target/adobe-target.html" target="_blank" rel="noopener">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" rel="noopener">Visual Website Optimizer</a>, <a href="https://www.abtasty.com/" target="_blank" rel="noopener">AB Tasty</a> and <a href="https://www.dynamicyield.com/" target="_blank" rel="noopener">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

mk-patterson

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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