This article will help you:
  • Use BlueKai visitor data to create Optimizely audiences
  • Integrate BlueKai and Optimizely so that BlueKai can pass information into experiments

BlueKai is a data management platform (DMP) that makes it easy to leverage first- and third-party visitor data when working with Optimizely experiments. This integration has two prerequisites:

  • An active Optimizely Enterprise subscription

  • An active BlueKai subscription

1. Create a BlueKai JS tag

  1. From, select Manage > Containers.

  2. Click Create New. The Create New Container modal will appear.

  3. Enter a name that identifies the container as an Optimizely data delivery container and accept the defaults for the other settings.

  4. Click Save And Generate Code

  5. In the Generate Code dialog, click the JS tab for the JSON Return tag type.

Now, each time a user in your audience visits a web page hosting the JS Return tag, BlueKai will return JSON-formatted data to the page that includes the segment ID and the categories for which the user qualified. Optimizely uses this data to associate the user with the audience. 

The JS Return tag has the following syntax:

<script type="text/javascript" src="<SITE_ID>?ret=js&limit=<PIXEL_LIMIT>"</script>

Check out this article on creating BlueKai Containers for more information.

  1. Click Copy in the code box on the right, then paste the JS tag in the <head> tag of each web page you plan to optimize. Make sure it appears above the Optimizely snippet.

For example:

//BlueKai JS Tag
<script type="text/javascript" src=""</script>

//Optimizely Implementation tag (see step e to get this)
<script src="//"></script>
//existing_head_code …

Your BlueKai snippet must be above your Optimizely snippet for this integration to function correctly.

2. Enable the BlueKai integration in Optimizely 

Navigate to the Integrations tab on the Home page. In the sidebar, toggle the button to On.

You'll be prompted to enter your BlueKai web service user key and web service private key. Instructions to generate these authentication tokens can be found here. Turning this integration on will allow Optimizely to access the campaigns you have defined in your BlueKai account.

3. Install the Optimizely Classic app within BlueKai

Follow the instructions here to install the Optimizely Classic BlueKai App workflow. This app provides one method for creating Optimizely Audiences from your BlueKai campaigns. The instructions below explain how to select campaigns and create the Optimizely audiences based on them from within the Optimizely UI.


To use BlueKai campaigns with this integration, you should ensure that the campaigns are configured with the following settings for the JSON return tag:

Create new campaign typeSite Optimization.

In addition to standard new campaign options like name, audience and vendor, select the following options:

  1. Under Blanket Options, select Blanket Campaign with type Inclusive.

  2. Under Options, select all of the following: 

  • Multiple Wins Per Page

  • HTTPS pull


  • Win Every Time 

If either the Site Optimization campaign type or the Win Every Time option is not available, please contact your BlueKai/Oracle account manager for help.

4. Create an Optimizely audience

Next, create an audience in Optimizely based on company information in BlueKai, or add BlueKai conditions to an existing audience.

  1. Navigate to Overview Audiences, and click New Audience.

  2. In the Name field, type in the name of your new audience.

  3. Click BlueKai to see a full list of targeting conditions. Hover over the question mark to see each condition's description.

  4. Drag a BlueKai campaign into the Audience Conditions section. Enter the BlueKai campaign ID/value from the pre-populated drop-down. Click Save.

In BlueKai, you can now see all the campaigns you've defined under Manage > Campaigns. If you add a new campaign to BlueKai, it may take a few minutes before it appears in the Optimizely audience builder dropdown.

You can now use this audience to target your experiments.

You can also edit BlueKai audiences for post-experiment analysis for audiences created with dimensions in Optimizely. Simply edit the audience and enable segmentation to accomplish this.

For more on how to configure and use audiences, see our overview article on audiences in Optimizely. For ideas on how to create personalized experiences for your BlueKai audiences, please see this article on how personalization works in Optimizely.

If you'd like to learn more about creating audiences and campaigns in BlueKai, please visit their knowledge base