Posted December 12, 2022

(Re)Introducing your favorite Optimizely products!

New names, same best-in-class functionality

It's important to us that you, our valued customers and partners, can identify with the tools you use daily.

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes.

So, without further ado…

Which names changed?

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.

Used to be…	Is now (or is still)…	Meaning…
DXP	Optimizely Digital Experience Platform	A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform.
Content Cloud	Optimizely Content Management System	A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences.
Welcome	Optimizely Content Marketing Platform	An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content.
DAM	Optimizely Digital Asset Management	A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types).
Content Recs	Optimizely Content Recommendations	AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience.
B2B Commerce	Optimizely Configured Commerce	A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers.
Commerce Cloud	Optimizely Customized Commerce	A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more.
PIM	Optimizely Product Information Management	A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale.
Product Recs	Optimizely Product Recommendations	Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time.
Web	Optimizely Web Experimentation	An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection.
Full Stack	Optimizely Feature Experimentation	A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases - all in one place.
Personalization	Optimizely Personalization	An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences.
Program Management	Optimizely Program Management	An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment.
ODP	Optimizely Data Platform	A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles.

graphical user interface

So, why the change?

It boils down to three guiding principles:

Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency
Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with
Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite

As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).

About the author

by Anthony Aiosa