#606: Connecting experimentation to business outcomes across the journey with Vijay Ganesan, Optimizely

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 25 November 2024

⏱️ 19 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

How do you know if your marketing efforts are actually driving real business outcomes? Imagine being able to tie every experiment, campaign, and variant to metrics that truly matter. I am here at Opticon 2024 in San Antonio Texas and getting the opportunity to see a lot of inspiring ideas from some of the world’s leading brands and hearing all about Optimizely’s platform and how it enables 1:1 personalization, streamlined content operations, and incorporates the latest generative AI features. Today, we’re exploring the power of connecting marketing and experimentation to business outcomes with Vijay Ganesan, Co-Founder and CEO of NetSpring, now part of Optimizely. We’ll dive into how this integration enables marketers and digital leaders to measure what matters most and unlock new levels of insight and accountability. Vijay - welcome to the show and congrats on the acquisition of NetSpring - Why don’t you start by telling us a little bit about your background and your current role? RESOURCES NetSpring website: https://www.netspring.io Optimizely website: https://www.optimizely.com Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price. Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile brand
0:02.0	Welcome to Season 6 of the Agile brand, where we discuss marketing technology and customer experience trends, insights and ideas with enterprise and technology platform leaders.
0:18.0	We focus on the people, processes, data, and platforms that make
0:22.1	brands successful, scalable, customer-focused, and sustainable. This is what makes an agile brand.
0:27.9	I'm your host, Greg Kilstrom, advising Fortune 1000 brands on MARTech, marketing operations,
0:33.5	and CX, best-selling author and speaker. The Agile Brand podcast is brought to you by Tech Systems,
0:39.4	an industry leader in full-stack technology services, talent services, and real-world application.
0:44.9	For more information, go to teksystems.com. Now let's get on to the show.
0:53.1	How do you know if your marketing efforts are actually driving real business outcomes?
0:57.5	Imagine being able to tie every experiment, campaign, and variant to metrics that truly matter.
1:03.1	I'm here at Opticon 2024 in San Antonio, Texas, and getting the opportunity to see a lot of
1:09.2	inspiring ideas from some of the world's leading brands,
1:11.8	and hearing all about Optimizeley's platform and how it enables one-to-one personalization, streamlined content operations,
1:18.7	and incorporates the latest generative AI features.
1:21.6	Today we're exploring the power of connecting marketing and experimentation to business outcomes,
1:27.3	with VJ Ganessen,
1:28.9	co-founder and CEO of NutSpring, now part of Optimizely.
1:32.6	Vijay, welcome to the show and congrats on the acquisition.
1:36.9	Why don't you start by telling us a little bit about yourself and your current role.
1:41.7	Great.
1:42.0	Thank you, Greg.
1:42.5	Great to be on your show.
	...

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