WPP Partners to Deliver Optimized Digital Experiences

WPP has partnered with DXP provider Optimizely, to help clients offer the best digital experience to each customer.

Episerver-owned Optimizely's DXP (digital experience platform) is designed to help users manage their entire content lifecycle, and monetize every digital experience across all customer touchpoints. Two years ago, Optimizely acquired customer data platform Zaius, which combines analytics with marketing automation systems, processing and interpreting interactions across channels and devices, to develop a single customer view so that marketers can understand, target and convert shoppers.

WPP has been working with Optimizely as client and supplier for seventeen years. With the more formal partnership, Optimizely will provide WPP's enterprise clients with access to its full suite of DXP tools - including content marketing, content management, commerce and experimentation. The firms say that by implementing these tools, companies can use data to continuously develop digital experiences that maximise conversion and engagement. The partnership also offers client integration with Optimizely Web Experimentation and Google Analytics 4 (GA4).

Optimizely CEO Alex Atzberger says the new arrangement means WPP and Optimizely will now ensure customers get the most out of their experimentation programmes, so they can turn insights into increased conversions. Stephan Pretorius, Chief Technology Officer at WPP, adds: 'Optimizely's platform provides data that allows brands to maximise the chance of driving customers through the ideal journey across channels, and we're excited to develop a joint offering to take to our shared clients'.

Web sites: www.wpp.com and www.optimizely.com .