Full Stack Experimentation

Full Stack Experimentation enables businesses to experiment deep into their technology stack and across the whole range of their marketing channels at the same time.

AWA digital has compiled the table below in order to help our clients and those interested in experimentation to choose the best technology for them. The table is unique, compiled from independent research from multiple data sources and in cooperation with vendors and will be regularly updated as new full stack platforms enter the market and vendors update their technology.

	Optimizely	VWO	AB Tasty	Adobe Target	Conductrics	Kameleoon	Convert	Oracle Maxymiser	Kibo Personalisation (Powered by Monetate and Certona)	SiteSpect	Qubit	Taplytics
Site Usage – Live Sites (Source: Builtwith.Com)	72,711	39,901	11,031	12,887	67	764	2,265	1,029	1,445		198	21
Customer Rating (Source: Trustradius.Com)	8.6/10	7.7/10	8.3/10	8.1/10		8.3/10	9.0/10	7.3/10	8.7/10	8.0/10	9.0/10	9.0/10
Employees Rating (Source: Glassdoor.co.uk)	3.0/5	3.6/5	4.5/5	4.1/5		4.1/5		3.5/5	3.3/5	3.5/5	4.0/5	4.2/5
Started offering FS	2017		2018			2017	2020		2017	2014
Available Plans	Free Rollouts plan + 3 subscription tiers	VWO Full Stack	Starter Growth Elite	Standard, Premium		Various plans dependant on the average traffic on the client’s website		Maxymiser is part of the Oracle Marketing Cloud	Core, Enhanced and Suite	Free POC/Trial Standard Advanced	Qubit Start Qubit Grow Qubit Pro	Free, Growth, Enterprise
Average annual license fee (assuming 1m visitors/month) – Full Stack Pricing	Roughly $40K	Approx $24K	Available upon request	Available upon request	Available upon request	€10K to €50K	$899-$1100		Available upon request	Available upon request	Pricing upon request	Available on request
Installation/Onboarding	4-8 weeks		Able to run tests from day 1 with customer success service			10 days	2 days		60 days	10 days		1 day
Training offered	Self-guided training Academy Knowledge Base Developer Documentation Dedicated Customer Success Managers Classroom Training		Depending on plan	Webinars available to customers		1 day training on site that covers CRO best practices and use cases and a technical workshop to get started with a first experiment.	Free onboarding training		Initial onboarding package Bi-monthly client-only webinars	Instructor-led Self Help/Developer portal Ongoing optimisation consulting		Onboarding services Academy, Knowledge Base, Developer Documentation Dedicated Customer Success Managers and Technical Support Ongoing Training
Free trial	30-day trial for Full Stack Free plan for Rollouts	30-day free trial	No			Not offered	15 days		Pre-sales technical POC, no free trial	Yes (30/60/90 day options)		Free account tier with no credit card required
Customer Support	Dedicated Customer Success manager Technical support through a helpdesk	Dedicated CSM 24×7 Support	Standard, Premium and Premium+, depending on plan	AT Community Forum AT Basics Webinar Series Adobe Customer Care Office Hours Adobe Client Care	Password-protected customer support platform	Requests related to the onboarding of the customer Bug Reports Feature requests follow up	Chat and email		Experienced UK customer success team, platform consultants, and comprehensive tech support	24×7 critical support Named Consulting team		Dedicated customer success manager Technical support via Slack, Email and Zoom
Professional Services	Implementation tailored to the needs of business units and teams Program success definition by Strategy Consultants Technology Enablement and training by Solutions Architects and Technical and Strategy trainers	Ideation Implementation Roadmap and Program Management	Knowledge transfer Technical & methodological support Strategic advisory			Consultants: UX recommendations, web analysis, project management, best practice sharing Technical Account Managers: Setup of advanced tests	Offered through certified partners	Offered through certified partners	Platform experts Strategic consultants Delivery engineering	Ideation Site Behavioural Analysis Heuristic evaluation Roadmap development & prioritisation Campaign design, development, Q/A, result analysis Customised services		In-House Professional services from product experts that help with Ideation, Strategy, and Processes
Key Features	Embed A/B/n tests Multi-armed bandits Feature Flags Variables Feature Tests	Feature tests Feature Rollouts Server-side AB testing	Uniform interface for both client and side server testing Feature flagging Progressive rollouts	Single delivery platform	Different hosting options Interpretable AI Audience Discovery Listen-only mode	In-memory bucketing (low latency) Consistent bucketing Back to front automatic synchronization bridges Dedicated reporting platform	Solid AB Testing Platform Node JS SDK	Server-side capabilities to programmatically access the decision engine and action tracking functionality	1-to-1 Personalization Product Recommendations Personalized Search	Advanced Feature Flagging Blue-Green, Canary release testing Continuous Release support Session management Behavioural & contextual targeting	AI-driven personalisation engine	Single interface for web, mobile, and TV app A/B Testing Feature Rollouts Canary Release Testing and CI/CD Client-side, Server-side, API, Private-cloud or On-Premise options
Channels/Devices Supported	Web, Mobile Apps, IoT, OTT, Server applications	Web, Mobile Apps, Beacons, Connected devices	Web, Mobile apps, TV apps, Connected devices, Chatbots, Beacons	Web, Mobile Apps, Email, Digital ads, IoT, OTT, Smart cars, VR/AR applications, Soft drink machines, Digital assistants, Kiosks, Gaming consoles, POS devices	Web, Mobile Apps, Email, Contact centre/Customer support, Kiosks, IoT	Web, Mobile Apps, Connected devices.	Web Apps and Node Based Frameworks		All channels	Omnichannel, Web, Mobile, Social, Ad, Email, Kiosk, OTT, IoT		Cross-Channel, Web, Mobile, OTT, Connected Devices, Server-side
Languages/Technologies Supported	11 SDKs supporting languages: iOS, Android, React, JavaScript, Node, Python, Ruby, Go, PHP, C# and Java. Can also be implemented as a microservice.	.NET, Java, NodeJs, PHP, Python, Ruby, JavaScript, React Native apps, Android apps, iOS apps	Android, iOS, JS/Node.JS, Reactjs, React Native, Python.	Node.js, Java		Java, PHP, C#, NodeJS, Swift, React native, Front-Web servers: Apache and Nginx	Javascript / NodeJS		All languages supported	All languages supported		All languages supported including Roku
Client-side testing possible?	Yes – with the iOS, Android, and Javascript SDKs.		Yes	Yes	Yes	A customer can subscribe independently to both solutions but can also use the two in combination.	Yes	Yes	Yes	Yes	Yes	Yes
SDK Installation Required?	Yes but Full Stack can also be integrated as a microservice with Optimizely Agent.		Yes	Yes		Yes	Yes		Yes. SDKs for React, iOS and Android offered. Can also be used as a Microservice.	No		Yes for SDK options. Otherwise, API offerings do not require SDK installation
Third Party Integrations	Jira, Slack, Asana, Amplitude, Segment, Mparticle, Tealium and many more			Adobe Analytics, Adobe Audience Manager (AAM), Experience Cloud ID Service, Adobe Campaign	Google Analytics	All main analytics platforms (Contentsquare, Google Analytics, Adobe Analytics, Segment, Heap, MixPanels..) and Data Management Platforms or CRMs such as Oracle Bluekai, Salesforce Audiences Studio Krux, Tealium.	All Node JS Compatible Technologies	All Oracle Marketing Cloud products. API connections for others.	Google Analytics, SessionCam, Clicktale, Hotjar, Adobe Analytics, Contentsquare etc	AA, ATM, AAM, Akamai, Alteryx, Atlassian, AWS, Azure, Certona, Clicktale, Cloudflare, ContentSquare, Decibel, Drupal, Effective Experiments, Fastly, FullStory, GA, GCP, GTM, HotJar, IBM Analytics, Lotame DMP, MetaDimensions, Oracle Commerce, Oracle BlueKai, Reflektion, RichRelevance, Salesforce Commerce Cloud, Salesforce DMP, Section, Segment, SessionCam, Signal, Tableau, Tealium, & TrueFit	Google Cloud, AA, AAM, ADTM, SAP, Content Square, Salesforce, Magento, Oracle Commerce, Oracle Bluekai, Salesforce Commerce Cloud & DMP etc	Adobe, Amplitude, Apsalar, Firebase, Flurry, Google Analytics, Heap, Intercom, Kissmetrics, Localytics, Mixpanel, Mparticle, Segment , Snowflake
Custom Integrations	Notification listener platform to get data out of the system REST APIs to retrieve experiment, variation, feature flag and results data for use in 3rd party data analysis and data science platforms Import data into the platform easily via Optimizely’s SDKs	Via the VWO REST API	AA, GA, Webtrekk, Segment, Sessioncam, Crazy Egg, GoSquared, AAM, Tealium etc	Target Recommendations APIs		Client-side Javascript snippet installation required for all out-of-the-box integrations			Ready-to-go connectors to web analytics, user experience analytics, DMPs, CDPs, CMS and more.	Yes (Analytics, CDP, DMP, Release Management, Source Code Management, Ticketing, Social, Email, Personalization, Recommendations, SSO, Others)		Import and export experiment, variation, feature flag and results data into and out of Taplytics easily via Taplytics REST API and SDKs
Support for staging environments?	Yes	Yes				Yes	Yes		Yes	Yes		Yes
Other features and tools	Mutual Exclusivity Full audit trail of changes to Experiments and Feature Flags. Collaborator roles Optimizely Program Management	Experimentation Program Management Tool included with Full Stack	Ability to create personas Ability to set deployment intervals			Feature flagging AI predictive targeting solution offered independantly Override web pages caching constraints thanks to Nginx or Apache web server SDKs.	Product in beta version		AdLink Feature Flags Dynamic Testing Automated Personalization	Mobile, SPA, & PWA optimization Multi-armed bandit Live Variables AJAX and JSON manipulation Smart Traffic Management Alternate Origin support Platform Migration support RegEx for event triggering		Full enterprise user permission capabilities with customizable roles Direct data warehouse connections into Snowflake Audit trail of changes to experiments and feature flags Raw data access Customer journey map and marketing automation journey builder