Widemile Optimize: A/B and Multivariate Tool

In my post titled “A/B and Multivariate Testing Landscape”, I reported on a variety of tools that marketers and analytics professionals were using for A/B and multivariate testing. As I’ve predicted the interest in testing and targeting/segmentation continues to grow. This was also validated by the Web Analytics Association’s “Outlook 2009: Survey Report”.

I just got through a good discussion and demo of the newest release of Widemile Optimize with Bob Garcia, VP Business Development for Widemile. I’m impressed with the new release of Widemile Optimization product that he demoed; this is the first Widemile release for corporate users. Widemile had released an Agency Edition of the solution last fall and the new release includes advanced segmentation and a refined user interface.

You might be wondering who Widemile is as they don’t have the same brand recognition as Optimost or Omniture Test&Target. Widemile has been around for several years and was one of the vendors listed in “A/B and Multivariate Testing Landscape” survey at eMetrics. I started working with them last year as they were rolling out their platform for agencies.

Widemile’s new release should help more marketers get started with testing as they’ve focused on simplifying the process while still offering more advanced users a lot of flexibility. Their new segmentation wizard makes it easy to create and manage visitor segments based on visitors browser information, Geo information etc. Bob showed me how you can clone a test run and set up a new test against specific segments in less than 5 minutes without any tagging changes.

Widemile uses fractional factorial methodology which allows for tests that use a subset of the combinations used in full factorial tests. Using a fractional factorial methodology allows the tool such as Widemile to reduce the amount of time required to get statistically significant test results.

Widemile must have read my A/B and Multivariate Testing Landscape post I mentioned earlier, which cited lack of budget as an impediment to doing testing, as they also announced an aggressive promotion (up to 50% off) for the first 20 customers that sign on. In closing, if you’re investigating your options for a professional testing solution Widemile should be on your short list.

Feel free to email me if you need help to figure out which testing solution will work best for you or need help in getting your testing going.

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