Widemile emerges from the cocoon as Webtrends Optimize

Wow. That was fast. It was only a few weeks ago that Portland-based Webtrends announced the acquisition of Seattle-based Widemile. And now Webtrends has released the Widemile multivariate testing functionality as Webtrends Optimize.

Multivari-whoosa-whatsis? Don’t worry. It’s not as hard as it sounds. In fact, Webtrends has focused on making it as simple and straightforward as possible. Heck, it sounds like even I could use it.

Webtrends Optimize was designed by marketers for marketers to test and optimize their landing pages and web content. IT involvement is all but eliminated by self-service test setup tools and efficient tagging. The intuitive Flash-based interface makes it possible for first-time users to set up tests in a matter of minutes and apply the results to specific visitor segments. Advanced users can perform complex, dynamic tests with Webtrends’ scalable self-service platform, online training resources and flexible best-practices and consulting support.

But what exactly will you be self-serving, you ask? Well, using Optimize, you’ll gain the ability to tag, test, and monitor changes that may make your Web site more effective at satisfying your users’ demands. Even more importantly, it helps you test and better understand who is using your site and why. And, let’s be honest, who doesn’t like that?

So if it’s easy, you must be limited in how you can apply it, right? Nope.

Unlike other solutions, Webtrends Optimize places no restrictions on your testing, and can meet the needs of both occasional and advanced users. You can measure multiple conversion points and perform simultaneous tests to accelerate your optimization efforts. Choose from more than 200 balanced orthogonal arrays, which support in excess of 300 test designs.

That’s right. I managed to wedge “multivariate” and “orthogonal” into a single blog post. Think that’s impressive? How about this? Optimize also features full and fractional factorial tests. Boom! I win!

Oh wait. Where was I? Ah yes…

But since I might not be the most reputable guy to tell you about this release, I thought I’d check in with an expert or two. Like Jacques Warren, who seems to like the potential for Optimize:

I have only seen the data sheet that’s been made public today, but I can tell so far that the acquired solution seems to be quite powerful and flexible. First, no arcane debates about the merit of Full Factorial versus Fractional Factorial methodologies. You can do either. Also, it seems that the platform is based on a new approach of Fractional Factorial, better known under its Taguchi form, that makes it even faster to get a signal (i.e. results with a good level of confidence).

Sounds good to me.

And honestly, the speed with which the Webtrends team has integrated the Widemile functionality shouldn’t come as much of a shock. You see, Widemile was integrated with Webtrends before the acquistion.

Optimize is available now as a standalone application—or as an add-on to existing Webtrends Analytics installations. For more information, read up on Webtrends Optimize.


  1. Your nomenclature is very impressive. Perhaps we should get your site set up on Optimize….

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