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Personalizing UX: Why Zillow Group moved beyond AB testing

…and marketers on strategy and then built a stack to run bandit testing in three months. With bandits, Zillow can automate the analyzing and optimizing phases, and humans can instead focus on planning, developing and learning from tests. The team is now running contextual bandits, which randomly…

Optimizely buys Experiment Engine for its optimization tools

…provides a platform for conducting A/B tests to increase sales. Deal terms were not made public. Optimizely said that the acquisition will allow it to offer better capabilities for managing optimization experiments, with tools for project management, reporting, analysis and program oversight. The…

Optimizely expands its experimentation platform to OTT TV

…saw Optimizely move beyond A/B testing for web and mobile. In today’s announcement, Optimizely says X OTT will help marketers and publishers keep up with the shift toward online video and OTT. Media companies can experiment to find the right balance of ad exposure and viewer engagement, or optimize

Optimizely suits up for battle with Adobe Target

Last fall, Optimizely announced it was moving beyond its previous role as an A/B testing company for web and mobile and would henceforth be an experimentation platform. In this new incarnation, the platform could be used for testing any connected device, in any part of a technology stack (such as…

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