Widemile Inc., recently announced the beta availability of its third-generation optimization platform, a browser-based application which helps online marketers maximize campaign performance by testing and optimizing landing pages and other web content for higher conversion rates. Widemile also announced thirteen (13) industry partners who will use the new platform on behalf of their clients. Partners participating in the initial platform rollout include Ascentium, Avenue A Razorfish, Brand Digital, Closed Loop Marketing, DDB in Seattle, Palazzo Intercreative, POP, Portent Interactive, Red Bricks Media, SolutionSet, Stratigent, TMP Directional Marketing, and ZeroDash1.

Late last week I had a great chat with the CEO of WideMile, Robert Bergquist regarding the new optimization platform:


[Manoj]: Please start with an overview of the optimization platform including the main benefits

[Robert Bergquist]: Widemile is introducing its third-generation optimization platform, a browser-based application which makes every advertising dollar work harder and become more productive by increasing conversion rates, overall campaign performance, and return on ad spend. For interactive agencies, benefits include: (1) Extension of their services offerings to include optimization and realize incremental revenue; (2) Enhanced performance of their client campaigns; (3) Inclusion of process and methodology - critical to client success; (4) Cost-effective licensing and business model that scales with their business activity; and (5) Eliminating demands on IT staff for implementation and support.

[Manoj]: Who is the target market for your platform?

[Robert Bergquist]: Interactive agencies, SEM and SEO firms, and other marketing service organizations serving online advertisers.

[Manoj]: How does the Widemile platform integrate with a person's web property?

[Robert Bergquist]: A small encrypted JavaScript tag is attached to the page to be optimized, typically residing on the advertiser's domain. This tag provides the instructions for the calls to the Widemile platform for tracking and rotation of content elements, which are overlaid onto the page in a matter of microseconds. Each user sees one specific content combination, which is consistent upon subsequent visits. The testing program is invisible from a user perspective. Importantly, SEO quality scores and activities will not be impacted.

[Manoj]: What kind of support is available with your product?

[Robert Bergquist]: Partners will receive a combination of online documentation and reference materials, phone and email support, training, and access to Widemile creative, optimization, and implementation resources.

[Manoj]: How were the media firms you partnered with approached?

[Robert Bergquist]: Widemile identified a broad cross-section of different types of agencies - large and small, media or creative-focused, SEM specialists, traditional, and broad-based interactive. We then targeted the leading firms within these subsets to start a dialog on our new platform and engagement model, and how it can help their clients. The response was overwhelmingly positive and exceeded our expectations.

[Manoj]: What is the approx. cost for your service?

[Robert Bergquist]: Widemile's goal with pricing is to reduce barriers to optimization. Widemile has taken the approach for agencies to easily get started on Widemile's Optimization platform. Platform license fees scale with amount of optimization activity, which is highly aligned with agency and client success.

The new Widemile optimization solution allows agencies to help their clients maximize campaign performance and return on ad spend. Widemile has honed its advanced multivariate testing and other proprietary analytic techniques, which are embedded in the application to scientifically determine the best performing set of advertising content — whether on a landing page, microsite or other web page. Marketers are able to simultaneously test a variety of offers, text, images, and other key variables, quickly and efficiently.

“Widemile’s third-generation software-as-a-service (SaaS) multivariate optimization system was specifically designed using open software and systems to meet enterprise standards for security, stability and performance,” said Dean Kimball, Widemile co-founder and CTO. “Developed with partners in mind, the Widemile optimization system contains a wide range of testing, reporting and client management capabilities within an easy-to-use browser-based application, and provides a level of performance and interactivity that has previously only been possible with desktop applications.”

Optimization can be challenging to execute, requiring both expertise and technology for client success. In addition to integrated “help” wizards within the application, Widemile provides partners with training and support, including proven best practices. The Widemile solution is designed to integrate with and complement partners' other applications and services to maximize results for their clients.

Labels: multivariate testing, Web Analytics