Opticon Wrap-up Day 2

** THIS ARTICLE INCLUDES AN EXCLUSIVE SNEAK PREVIEW OF OPTIMIZELY VISUAL BUILDER - DEMO AT OPTICON '23 IN SAN DIEGO **

As the sun rose over San Diego, the anticipation for the second day of Optimizely Opticon was palpable. Attendees, still buzzing from the insights of the previous day, eagerly awaited the lineup of industry leaders set to share their expertise and experiences. The focus of the day was clear: the power of teams, the potential of technology, and the transformative nature of content and experimentation.

Shafqat Islam 's Vision of Teamwork: Last year had Magic Johnson, but this year Shafquile O'Neal took the stage with a powerful message about the significance of teams. He emphasized that a cohesive team can accomplish anything, underscoring the mantra "team of teams." Shafqat introduced the new brand portal built on the SaaS core with Vercel, highlighting the seamless integration and efficiency. He touched upon the challenges of personalization, suggesting that while it's a tradeoff, it's essential to just get started. An interesting revelation was how Optimizely leverages AI for its own marketing, leading to a 30% reduction in marketing spend but with enhanced outcomes.

From Chaos to Clarity with Jay Manciocchi, JD (he/him) from BMC Software : Jay's segment revolved around the transformation from content chaos to a well-oiled machine. He delved into the challenges faced in transitioning to an organized marketing flow and emphasized the importance of monitoring content throughout its lifecycle. Jay shared insights into the onboarding process of the Optimizely CMP, describing it as a transformative process rather than just a tool. He stressed the importance of change management and highlighted the adaptability of CMP workflows. The result? Content that's consistently created on-brand and on-time.

"While technology is a powerful tool, it's the vision it enables that truly makes a difference." -- Chad Wolf #chadgpt

Experimentation Insights with Michael Vanderhoof, MBA from Charles Schwab : Michael Vanderhoof provided a deep dive into the world of experimentation. He highlighted the shift in approach, with experimentation now being integrated into each phase of the lifecycle, not just post-delivery. Michael introduced the concept of Feature Experimentation during the Delivery phase, allowing for real user data collection from a subset of users. He emphasized the synergy of combining Product with Experimentation, leading to the innovative approach of Embedded Experimentation. Michael's key message was clear: "We are not our customer." He urged attendees to avoid assumptions and instead accelerate insights to inform product development. The emphasis was on delivering prototypes early, learning from them, and making necessary adjustments.

Innovations with (still LinkedIn-less) David Knipe and Lauren Hammarstedt : David Knipe and Lauren Hammarstedt took center stage to unveil the roadmap for Optimizely CMS and CMP. They introduced the synergy of SaaS Core + PaaS Core, emphasizing the flexibility and power it offers. The Visual Builder was highlighted as a tool designed to empower practitioners, allowing them to harness the full potential of the platform.

The duo delved into the capabilities of AI-Guided Search with Optimizely Graph and the potential of Content Experimentation. They touched upon the significance of Omnichannel Authoring & Delivery, Progressive Editing, and the introduction of Remote Fields. The audience was introduced to AI-Powered Campaign Kits, DAM Delights, and the importance of Asset Utilization. The segment on Rules-Based Automation showcased the efficiency and precision of the platform.

AI-Driven Content Optimization with Phyllis Davidson from Forrester : Phyllis Davidson's segment was a deep dive into the world of AI-driven content optimization. She began with a stark observation: the digital landscape is rife with mediocre content that often goes unappreciated. Highlighting a concerning statistic, she noted that 77% of clients do not expand their contracts when vendor content is subpar.

Phyllis emphasized the current focus on personalization in experimentation and the transformative potential of applying AI across the content lifecycle. She revealed that 80% believe Generative AI (GAI) will profoundly impact their work and lives. However, she was quick to note that humans will remain integral to the process, with GAI serving as an assistant.

The session delved into the nuances of Content Experimentation, urging businesses to start their AI journey by asking the right questions. The goal is clear: push the envelope with experimentation. Phyllis provided insights into creating content derivatives with GAI for higher conversion rates and the importance of starting with low-risk, high-impact GAI projects. She concluded with a call to action: combat arguments against progress and recognize that while big data can identify correlations, causation requires experimentation. The human touch remains essential, and a modular, atomized approach is the way forward.

Madison Hajeb : Scaling Experimentation Madison Hajeb emphasized the importance of starting with experimentation, even from scratch. The journey begins with running a few experiments, consolidating findings, building excellence, and then scaling. She highlighted that experimentation can be initiated without risk, assuring that its value will soon become evident. The foundation of successful experimentation lies in assembling the right team, comprising a test manager, developer, analyst, and project manager. Securing executive management's buy-in is crucial. With AI on the horizon, there's an expansive realm to test and experiment, making it imperative to start today.

scott harrison : The Lifeline of Clean Water Scott Harrison's journey is a testament to transformation and purpose. From being a top nightclub promoter in New York to seeking a life of meaning, his path led him to Liberia, one of the world's poorest countries. The stark reality hit him: dirty water was making half the country's population sick. But beneath the surface lay the solution: clean water. This wasn't just about health; clean water had the power to bring about economic change, giving people time to invest in their children and community.

Scott's vision was clear: reinvent charity. He introduced innovative measures like separate bank accounts for charity with and without overhead costs, proving projects on Google Maps, and collaborating with local partners. Treating the charity like a tech startup, he used technology to identify broken wells, which constituted about 12% of all wells. In partnership with Google, a sensor was developed to monitor these wells, transforming them into smart wells.

Water is life. It's a basic need, yet many are deprived of clean water. This is a solvable problem, and with your support, we can make a difference. Clean water changes everything. It's not just about quenching thirst; it's about giving communities a chance to thrive, children a chance to grow, and families a chance to prosper. Please, DONATE. Be a part of this change, be a part of THE SPRING. Your contribution can be the ripple that creates waves of positive impact.

In Conclusion: Day 2 of Opticon in San Diego delved deep into the transformative power of cohesive teams and advanced technology. Key takeaways included the efficiency of AI-driven marketing strategies and the transition from content chaos to structured clarity. The importance of vision, beyond just technology, was emphasized. Deep dives into experimentation highlighted the need to shift from assumptions to real insights. The roadmap for Optimizely CMS and CMP showcased the potential of AI in content strategies. Although a big future was predicted for Artificial Intelligence, the balance between technology and the indispensable human touch remains. For now.

A lot of focus has been on making impact. Do you really want to make an impact? Please join the cause of charity: water .

https://www.charitywater.org/optimizely

Note: this article was co-authored by ChatGPT, but has been based on personal notes and curated content