RALEIGH – Raleigh-based Brooks Bell, which offers a variety of consulting and other services to clients such as Chick-fil-a, Dell and Marriott, has launched Illuminate, a software tool for web experimentation teams.

The current roll out is a limited beta release with a full launch set for later this year.

According to Founder and CEO Brooks Bell, Illuminate will allow companies to dig deeper into their testing programs and extract more information about their customers.

“To do this, you have to think more deeply about your tests and what your outcomes could indicate about your customers. Illuminate is designed to not only codify this type of thinking in software, but also  to unleash the value of experimentation within an organization,” Bell said in a statement.

The Illuminate software features include:

  • Detailed, searchable experiment records
  • Guided tested brainstorming and collaboration tools
  • Shareable case studies
  • Custom reporting dashboard

Guided tested brainstorming combines strategic business goals, web analytics, customer data and key areas of opportunity to help clients build and scale their online experimentation programs.

“It’s been great to see the excitement from our beta users surrounding Illuminate,” said Ikong Fu, principal product manager for Illuminate. “Experimentation professionals have a front row seat to high-impact customer insights that would otherwise be buried in presentations or spreadsheets. In overseeing the beta program, our users are oftentimes surprised at the number of transferable insights they’re already sitting on and are thrilled at their ability to easily share these insights across their organizations.”

Illuminate was originally developed as an internal tool to help the Brooks Bell team manage its clients’ testing programs and was influenced by the Brooks Bell proprietary Insight Framework, which is the company’s experimentation methodology.

“Brooks Bell’s methodology has been refined over 14 years to incorporate the perfect blend of quantitative data, qualitative data, and behavioral economics principles,” the company explains on its website.

“This data is stored in Illuminate, our proprietary testing and strategy database. The database houses and surfaces insights which allow us to see strategic performance indices across verticals and page types. It also features an algorithm capable of suggesting specific, proven tactics to solve user problems. Our optimization experts use these valuable resources to evaluate potential solutions and create a successful strategy.”

Learn more about Brooks Bell. online.