Expanding on the core POV, Positive conducted research across 300 digital experimentation users in 14 European countries and eight sectors to identify the key trends across the continent. Positive then carried out intricate analysis of the findings, discovering three important cohorts on the experimentation maturity scale, and identifying each cohort’s stage on the customer journey. These were: organisations ‘Getting Started,’ those looking to move from ‘Good to Great’ beyond A/B testing and, at the top of the scale, experts asking ‘Where Next?.’ Positive also coined the term ‘the experimentation gap’ to measure the ideal number of experiments needed at each stage.

Next, Positive delivered several multimedia campaign assets based on these real-world customer experiences. These included long-form reports, snackable infographics and webinars to educate European prospects. For the core campaign assets, Positive commissioned market research exploring European segments’ maturity and culture of experimentation. This teased out the experimentation best practices European organisations use to best benefit from experimentation. 

The research findings across the three key cohorts and practical next steps were exhaustively used by Optimizely. Positive’s strategy defined the theme and conversation tracks for the 500 delegates of Optimizely’s biggest event, Opticon 2019 Europe. 

Positive ghost-wrote the keynote speeches for the Optimizely leadership team, making use of research findings to evidence their points. The research was also presented and referenced in customer presentations, including major high-street retailer H&M.

To maintain momentum after the event, Positive wrote and designed four webinars specifically aimed at different experience levels. This meant Opticon Europe 2019 attendees could seamlessly continue to learn on their return from the event. Positive then went on to create an asset based on experimentation focused on German-speakers titled, ‘Accelerating DACH to Customer Speed’, to benefit Optimizely’s sales efforts in an important market.