This article is about Optimizely X. If you're using Optimizely Classic, check this article out instead.
relevant products:
  • Optimizely X Web Experimentation
  • Optimizely X Web Personalization

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

  3. Click Save And Generate Code

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

  5. The JS Return tag has the following syntax:

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

    For more information on using the Containers tool, see BlueKai's article on creating BlueKai Containers.

  6. 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 above your 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 

Here's how to enable the integration.

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.


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 type > Select "Site Optimization."

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

  1. Blanket Options > Select "Blanket Campaign" with type "Inclusive."

  2. Options > Select "Multiple Wins Per Page" and "HTTPS pull" and "JSON RESULT" and "Win Every Time." 

If the campaign type ‘Site Optimization’ or Additional Option ‘Win Every Time’ is not available, please contact your BlueJai/Oracle account manager to ask for those options.

3. 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 the Audiences dashboard > Create New Audience.

  2. Enter a name for the new audience in the Name field.

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

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

  5. Click Save Audience.

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's shown in the dropdown in the Optimizely Audience builder.

You can now use this audience to target your experiments.

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

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