Item: Webtrends Optimize
Rating: 3
Author: Michael O'Connor

Overall Satisfaction with Webtrends Optimize

Use Cases and Deployment Scope

Webtrends Optimize is being used across the organization primarily for A/B testing, but is also being leveraged for it's targeting capabilities.

Pros and Cons

Pros

Intuitive test set-up makes for a low learning curve.
Ability to create custom data tables which enable exporting of visitor level data for more in-depth analysis outside of the Webtrends Optimize platform.
Visual Editor WYSIWYG interface enables non-technical users to easily execute basic tests.

Cons

Inability to configure multiple segments or targets within a single test - a separate test must be set up for each individual segment - which leads to significant inefficiencies in both test set-up and reporting. This makes segmentation discovery difficult, and hinders an effective targeting strategy.
There are no pre-configured integrations with other data source - integrations must be done client-side.
We've experienced high timeout rates compared to other tools that we've used, which results in a relatively high number of visitors that are served the default content and are not included in the test. This presents several issues, but one being that it can take significantly longer to reach sufficient sample size for a test.
More extensive documentation and support content pertaining to some of more advanced topics (e.g. data tables, integrations) would be helpful.

Return on Investment

It has helped to inform content strategy and increase content consumption.
It has helped to create a data-driven culture within the organization.

Alternatives Considered

Adobe Target, Maxymiser, Monetate and Optimizely

There are certainly a few things to consider. If you're looking to run A/B/n or Multivariate tests with some basic segmentation or targeting then Webtrends Optimize is capable of providing that. If budget is a major consideration then that is another area where Optimize may be more attractive. However, based on both of these criteria it is my opinion that there are other tools out there that provide more value. For segmentation discovery, identification of user affinities, and execution of an effective targeting and personalization strategy then there are certainly other tools that should be considered.

Evaluating Webtrends Optimize and Competitors

Products Replaced

Key Differentiators

Price
Product Usability
Existing Relationship with the Vendor

Using Webtrends Optimize

Usability

Set up of basic tests that do not use segmentation or targeting is an intuitive experience that can be learned quickly by new users. However, as the need for segmentation and other more advanced capabilities arise, the experience begins to degrade.

Usability Pros and Cons

Pros	Cons
Like to use Relatively simple Easy to use Technical support not required Consistent Quick to learn Convenient Feel confident using Familiar	None

Easy Tasks

Creation of new projects and tests
Management of test state and lifecycle
Quality assurance features

Difficult Tasks

Set up of multiple segments and/or targets for an individual test
Navigation and consumption of the reporting interface

Mobile Interface Availability and Impressions

Comments

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Webtrends Optimize Leaves Much to be Desired

Software Version

Modules Used