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HOW TO PUT Y TION STRA
OUR PERSONALIZATEGY INTO ACTION
The Ultimate Personalization Planning Guide
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 2 © 2018 EVERGAGE, INC
TABLE OF CONTENTS
WHY PERSONALIZATION IS IMPORTANT................................................................03
SETTING YOUR PERSONALIZATION GOALS.........................................................04
IDENTIFYING YOUR DATA SOURCES............................................................................05
APPROACHES TO PERSONALIZATION ......................................................................06
DEFINING PERSONAS AND JOURNEYS ...................................................................07
AUDIENCE SEGMENTATION....................................................................................................08
MACHINE-LEARNING ALGORITHMS................................................................................09
CROSS-CHANNEL PERSONALIZED EXPERIENCES.........................................10
SELECTING MESSAGE/EXPERIENCE TYPES.......................................................11-12
PERSONALIZATION IN ACTION.......................................................................................14-15
PICKING A PERSONALIZATION PLATFORM.....................................................16-17
TESTING AND MEASUREMENT..............................................................................................13
It’s no doubt you’ve made some big plans for digital marketing in your organization, and at the top of
the priority list is the customer experience. After all, what is your business without your customers?
And the key to your customer experience is personalization. Don’t believe us? Consider this: 96% of
marketers surveyed say that personalization helps advance customer relationships. And 88% believe
that their prospects and customers expect a personalized experience. So if personalization isn’t a
priority for your organization, be aware that it’s definitely a priority for your competitors!
What makes personalization so important to today’s marketers? The answer is simple: results.
Personalization allows you to effectively target prospects and customers in increasingly meaningful
ways across channels, based on their preferences and intent. It takes customer experiences beyond
the one-message-fits-all approach in order to generate more immediate interactions, greater
engagement and increased loyalty. And personalization has been proven to drive a significant
increase in conversions and revenue from your digital channels.
The good news is that it’s not too late to make personalization a priority for your organization, and this
Personalization Planning Guide is an ideal starting point. We’ll help you understand the ins and outs
of personalization and where to focus, and we’ll also provide examples you can emulate in your own
strategy. Let’s get started!
Why Personalization Is Important
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 3 © 2018 EVERGAGE, INC
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 4 © 2018 EVERGAGE, INC
SETTING YOUR PERSONALIZATION GOALS
Common Personalization Goals
INCREASING CONVERSIONS
INCREASING AVERAGE
ORDER VALUE
REDUCING BOUNCE
RATE
IMPROVING UPSELLS
IMPROVING ROI OF A SPECIFIC
MARKETING TACTIC
INCREASING RETENTION
FACILITATING PRODUCT
DISCOVERY
DRIVING REPEAT PURCHASES
Before you do anything, you want to set your personalization goals. Luckily, personalization can help you
achieve your broader business goals, so it shouldn’t be too hard to establish your personalization-specific
ones.
Begin by thinking about the challenges you’re facing and the goals you want to achieve for your
overall business. Consider the challenges and opportunities you’re facing in each channel you use.
Personalization can be used for websites, web apps, mobile sites, mobile apps, email, search, digital ads,
and in human interactions (such as in-store, in call centers, with sales and customer success teams, etc.).
Do you want to improve engagement, increase email signups, drive more revenue or optimize conversion
rates? Goals will vary across audiences, industries and organizations.
In addition to setting your goals, you have to understand how you will measure them. For example, do
you have a method for scoring customer engagement? How do you measure lift? Is revenue tracking
tied to the success of your website? Mapping out the analytics that are essential to supporting your
personalization initiatives will enable you to put the reporting aspects in place starting from day one.
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 5 © 2018 EVERGAGE, INC
How Will You Bring All This Data Together?
Data is only useful if it can be brought together in a central location in a
format that can be used by a personalization solution. Before seriously
getting started with personalization, give a lot of thought to your sources
of data and your plan for integration to ensure you have what you need
to truly understand your customers and prospects.
Data is essential for personalization. Think about it: you can’t create an experience that is personalized
to an individual if you don’t know anything about him or her as a person. A basic rule of thumb is that the
more data you can gather and attribute to an individual, the better. The more you know about a person,
the more precise and relevant the experiences can be.
IDENTIFYING YOUR DATA SOURCES
Behavioral Data
A person’s behavior gives you a clue into his interests, preferences and in-the-moment intent. The trick is to make
sure you’re capturing enough behavioral data to create a complete picture. Beyond pages viewed, you also want to
track time spent and engagement on each page, including hovering, scrolling, zooming, etc. Then, of course, you
can include how a person has responded to your campaigns in the past, such as email opens and clickthroughs,
push notification dismissals or clickthroughs, personalized experience views or clickthroughs, etc. And as activity
often takes place with your company across channels, cross-channel behavioral tracking is essential.
Attribute Data
Attributes describe any characteristic of a person. They can be accessed directly from the web (such as a person’s
location, referring source, browser or device type, firmographic details like industry or company, etc.) or they can
be pulled in from a database or other system (such as a person’s loyalty program status or plan level in a CRM,
demographic information in a DMP, or self-defined attributes from social media sites).
Surveys and Forms
Sometimes the easiest way to learn something about a person is just to ask. Surveys and forms provide explicit data
that you can use to supplement behavioral and attribute data. Surveys can be presented on a website, in a web or
mobile app, or via email triggered by a person’s actions — and any data captured in a survey or form can then be
leveraged for analysis and personalization.
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 6 © 2018 EVERGAGE, INC© 2017 EVERGAGE, INC THE ULTIMATE WEB PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 6
Once you establish your goals and compile your data sources, you need to figure out your approach. To
deliver personalized experiences, you can use rules or machine-learning algorithms. They each have their
place in a successful personalization strategy, and most marketers and digital professionals will use a
combination of both.
APPROACHES TO PERSONALIZATION
Rule-Based Personalization
Rule-based personalization allows marketers to deliver experiences to specific groups or segments of people
based on the manual creation and manipulation of business rules. Segments can be broad (such as all visitors
from a specific region) or narrow (such as visitors from a specific industry who have not yet downloaded a piece of
content and have spent more than a minute viewing a specific category of content on the website). Marketers can
set up rules to target experiences and messages to these broad or narrow segments.
Machine-Learning Personalization
Machine-learning personalization uses algorithms and predictive analytics to dynamically present the most relevant
content or experience for each and every visitor. With rules, marketers must design messages and set up rules for
each experience they want to show each segment manually. But with machine learning, marketers can simply
set up a single algorithm or an algorithmic “recipe” to provide a unique experience for each individual.
Account-based marketing
Geotargeting
Persona-based marketing
Any segment-based communication
RULES ARE IDEAL FOR
Product and content recommendations
Category recommendations
Search results and list sorting
Tailored navigation
MACHINE LEARNING IS IDEAL FOR
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 7 © 2018 EVERGAGE, INC
Most marketers will implement some combination of rule-based and machine-learning personalization
as part of their strategy. Even if you decide to leverage algorithms only, it’s a good idea to define your
personas and identify their journeys to help you plan your personalization campaigns.
DEFINING PERSONAS AND JOURNEYS
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 7 © 2018 EVERGAGE, INC
KNOW YOUR AUDIENCES KNOW THEIR GOALS
What are the key personas or roles we convert most often?
Where does our highest quality traffic come from (e.g. search, email, specific sites)?
Which business prospects are most important to us (e.g. key accounts, industry, size, location)?
What are the unique needs of each audience?
What are the typical paths high quality visitors take through the site?
Which resources do members of key audiences access most in their journeys?
What Are Their Goals? Not only should you identify your personas, but also define the buyer’s journey. Carefully map out the steps a
visitor takes from discovering your website to completing a purchase, downloading content, or taking some other
important action. With a journey map you can then associate key messages and targeted content that are most
likely to move a visitor from one step to the next: dynamic content, real-time personalized recommendations and
offers, progressive calls-to-action, and more. Such timely and relevant content will help accelerate the journey.
Remember, you may have more than one path per persona, and multiple personalized tactics per path.
Who Are Your Audiences? To define your personas and identify target buyers, begin by examining your historical sales data and refine it against
explicit visitor or consumer data — demographic information such as gender, location, income, etc. as well as implicit
purchase and browsing behavior. In the case of business-to-business (B2B), use firmographic data such as industry,
geography and size of company. Then you can further refine your personas using behavioral data such as referring
sources, products browsed or added to cart, pages viewed the longest, videos watched and content downloaded.
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 8 © 2018 EVERGAGE, INC
Your aim as a marketer is to reach your key audiences at optimal points in their buying journeys. Without
a systematic process for user research and continuous analysis, you are likely throwing darts in the dark.
While you learn about every customer on a one-to-one level, you will start to uncover key trends and
patterns that enable you to organize your data into key segments. These segments will help you deliver
more customized, personalized and tailored experiences across channels.
As long as you can collect the data for it, you can create a segment against it — and the segments you
create will depend entirely on your business. For example, a clothing retailer may want to speak differently
to its shoppers from different regions of the country, a financial services or insurance company may
want to segment visitors by age demographic, and a B2B company may want to focus on target industry
segments.
AUDIENCE SEGMENTATION
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 8 © 2018 EVERGAGE, INC
SEGMENT AND ANALYZE YOUR AUDIENCES INFORM YOUR PERSONALIZATION STRATEGY
Visitor behavior and trends analysis
Engagement history and predictions
User and account level analysis
Goals and objectives by audience
Personalized or targeted content
Measurement of campaign results
Clicked Adwords Campaign
Interested In Auto Insurance
Has Auto Policy Has Auto Policy
Spent 20+ Seconds on Landing Page
Spent 5+ Minutes on Site this Week
Has Home Policy Has Upcoming Renewal
In Atlanta, GA
Last Visited Three Months Ago
Doesn’t Have Discounts
NEW VISITOR
REPEAT VISITOR
EXISTING CUSTOMER
EXISTING CUSTOMER
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 9 © 2018 EVERGAGE, INC
You may be most familiar with algorithms for product or content recommendations, but they can also be
used for list sorting, search results, site navigation, and more. A robust solution should give you control
over your own algorithms, by allowing you to control four key areas:
MACHINE-LEARNING ALGORITHMS
Base Algorithms
Base algorithms are the foundation for delivering recommendations and individualized experiences. When choosing a base algorithm, you
guide the system on where to begin when selecting items to recommend or experiences to show.
Basic algorithms generally rely on specific criteria or the “wisdom of the crowd.” For example, “trending,” “recently published” and “co-
browse” are popular ones that will display products or content that are popular on the site, new on the site, or that are based on what others
have also viewed. More advanced algorithms such as collaborative filtering and decision trees are more complex behind-the-scenes, but
just as easy to use by the marketer once you understand their purpose.
Filters
You can customize your base algorithms by including or excluding certain criteria with filters. Filters allow you to exercise control over the
categories, brands, price ranges, locations and other attributes that are shown in your recommendations. In other words, filters allow you to
add human guidance to your machine learning-driven experiences.
Boosters Boosters allow you to incorporate and prioritize the specific preferences in brand, category, price range, color, gender, content type, keyword,
etc., of each individual on your site. While many advanced base algorithms already take individual preferences and differences into account,
boosting allows your experiences to be individually relevant even while using basic algorithms, such as “trending” products.
Variations Finally, you can decide to include some variations to keep experiences fresh. For example, you can set a small percentage of your
homepage recommendations to be randomized (while still being relevant to each individual).
Define the base algorithm(s) of your recommendation strategy
Apply filters to include or exclude specific variables
Add in boosters to account for individual preferences
Finally, determine whether you want to apply any variations
01
02
03
04
RECOMMENDATIONS AND 1:1 EXPERIENCES
Individual People Like Me Everyone
Base Algorithms
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 10 © 2018 EVERGAGE, INC
Now that you’ve identified your goals, sourced your data, defined your personas, gained a better
understanding of your audience segments, and considered how you would use machine-learning
algorithms, it is time to think about your personalization campaigns. What types of messages or
experiences do you want to deliver? How do you want your visitors to receive them? In what channel?
Knowing this is almost as important as the personalized content itself.
First, let’s cover the channels you can consider for your personalized experiences.
CROSS-CHANNEL PERSONALIZED EXPERIENCES
HumanPersonalization isn’t confined to digital channels. In-depth data should be used by call center or chat agents, in-store
associates, B2B sales teams, and customer success or support teams to deliver personalized human interactions as well.
WebsiteConsidered the primary channel for most digital
marketers, personalization of your website is critical.
No matter whether your primary goal is to generate
leads, sell merchandise, promote content, or something
else, personalized experiences will help you achieve it.
Web App
Mobile Email
Search
To make the most use of your on-site search, show visitors
the most relevant items with as little effort (and as few clicks)
as possible. Show search results that are selected and
sorted for each person, based on the visitor’s intent
and affinities.
Digital Advertising
Leverage the same in-depth data you use to
uncover a person’s intent and affinities to provide
better targeted and more relevant digital advertising
across the internet.
Personalization within a logged-in environment can
be used to direct users to the most relevant resources,
drive users to leverage features that can help them
get the most value, identify churn risks and upsell
opportunities, and more.
Similar to websites, you can target different segments
or individuals with personalized content on mobile devices
as well — but the smaller screen increases the importance
of showing something relevant to each person. This
applies to mobile websites and mobile apps.
Email is the most personalized channel, yet consumers still
feel that marketers miss the mark considering their overloaded
inboxes. Leverage personalization to include content updated
for each recipient at open time and send highly targeted
one-off emails triggered by specific visitor actions.
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 11 © 2018 EVERGAGE, INC
When employing personalization, you need to consider the types of experiences and message formats to
use across different channels. It is critical that each visitor receives personalized content that is cohesive
and timely — meaning it makes sense based on the context of her engagement, what she is engaged
with, and the actions she has/has not taken. For most channels, these experiences should be seamless
and unobtrusive, in line with the rest of the content (such as emails, search, digital advertising). But on
websites, web apps and mobile, interruptive message formats such as infobars, pop-ups and callouts are
sometimes appropriate as well.
SELECTING MESSAGE/EXPERIENCE TYPES
An Inline Experience is a personalized block
of dynamic content inserted into a website,
app or email that is relevant based on
a visitor’s behavior or intent.
.
INLINE CONTENT
Seamless Experiences
An In-Page Edit is an experience created by replacing existing parts of a web page,
app or email – such as text or images – with relevant and personalized content.
IN-PAGE EDITS
Personalize parts of a webpage including text and images to present relevant content.
Deliver personalized blocks of dynamic content based on a visitor’s behavior or intent.
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 12 © 2018 EVERGAGE, INC
A Pop-up is a message that overlays content on a website or app to interrupt a user, sometimes
with a lightbox, and typically used to drive a critical action or relevant content.
A Callout is a message tied to small sections of content, displayed on hover or click, commonly used to highlight features or secondary content
on a website or app.
POP-UPS
CALLOUTS
Interrupt the user experience to drive a critical action or to promote relevant content or incentives in real time. Lightbox optional.
An Infobar is a message contained in a persistent but non-intrusive header or footer bar, typically
used to communicate time-sensitive information or critical notifications.
INFOBARS
Interruptive Experiences
Communicate information or notifications with a persistent, but non-intrusive header or footer bar.
Highlight the most important features and content on your website to drive more engagement.
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 13 © 2018 EVERGAGE, INC
Personalization, much like all digital marketing, does not offer one golden answer. What works on
one site or in one channel might not work on another, and what works for one segment might not
work for another. As a marketer you need tools that put your data and ideas to work, and allow
you to test and understand your campaigns. With established goals, you can analyze how your
campaign is performing over a control. You also need to have confidence in your test results to
know if your personalization solution is properly supporting your efforts. With advanced technology
in place, you can capture and analyze every user’s actions and behaviors to provide a deep
understanding of your audiences. Marketers should also be able to analyze segments, test
and tweak algorithmic recipes and measure campaign effectiveness with real-time stats on
conversions, revenue attribution, engagement levels, and more. Set goals, test and iterate for
personalization success!
From Measurement to Success
Your personalization ideas are in place and you’ve started building your campaigns. Once you’ve QA’ed
them and set them live, it’s important to test how effective they are! Why? Your visitor/customer base is
dynamic and constantly in flux, and there are multiple pathways – across your channels – to reach multiple
goals and outcomes. You want to understand the wants and needs of each individual, giving him or her the
right content at the right time with the impact only effective personalization can deliver.
The power of testing is in how a marketer develops the test and analyzes the results. Your personalization
solution should offer you a simple way to conduct A/B and multivariate testing as well as a simple way to
see real-time results. Use your learnings to optimize your personalization strategy and achieve the best
results possible.
TESTING AND MEASUREMENT
A/B Testing
Also known as split testing, A/B testing is the simplest way
to test. It is a verification method that lets you know what
is working and what is not. Your A/B tests can tell you if the
control or variation won. When you perform an A/B test, you
create two different versions of a web page, one with changes
and one not, and split the traffic between the versions. Then
after receiving sufficient traffic, you can see which is most
successful. You can also test more than one variation of a page
with A/B/C testing, etc.
Personalization-Based A/B Testing
Combining A/B testing with personalization can be
particularly powerful. Rather than testing page changes for
your entire audience, you should A/B test your content
targeted at specific segments. With personalization-based
testing, for example, you may show a particular welcome
message to visitors from the U.S. and a different welcome
message to visitors from France. You can then set a control
for each experience and see how effective each message is
for each group.
COMMON TESTING METHODS
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 14 © 2018 EVERGAGE, INC
As part of its account-based marketing strategy, Mendix, a leader in the application
Platform-as-a-Service market, increased content downloads and reduced bounce rate by personalizing its site navigation
and promoting relevant content assets to visitors from target industries.
INCREASE IN LEADS
GENERATED
10%
Squaw Valley Alpine Meadows, an internationally renowned mountain resort, improved revenue per customer among its high-value visitor segments with persona-
based homepage experiences.
LIFT IN REVENUE
41%
Here are some real-world examples with results of personalization in action:
PERSONALIZATION IN ACTION
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 15 © 2018 EVERGAGE, INC
Zumiez, a multi-channel specialty retailer, achieved a dramatically higher conversion
rate and better engagement with individualized product recommendations
across its website, including on-site search.
IMPROVED
CONVERSION RATE
2.7x
After conducting A/B tests to find the best
approach, Apperian, a leading enterprise-
class mobile application management (MAM®)
and security platform, saw a large increase in
NPS survey responses when presented at the
appropriate time, within its web app.
SURVEY RESPONSE RATE
2x
PERSONALIZATION IN ACTION (continued)
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 16 © 2018 EVERGAGE, INC
A members-only boutique and flash sale site tested using individually
tailored recommendations in its email campaigns and discovered that they
delivered a substantial increase in conversions.
LIFT IN CONVERSIONS
PERSONALIZATION IN ACTION (continued)
15%
A women’s fashion brand improved the effectiveness of
its mobile search by helping shoppers find relevant products
in as few clicks as possible.
LIFT IN CONVERSIONS
25%
You know that when people interact with your company, they have different expectations and intent. As such,
a one-size-fits-all approach to the customer experience is becoming obsolete. While the notion of catering
to individuals may seem like a daunting task, providing personalized experiences doesn’t have to be overly
complicated. With a powerful and user-friendly platform like Evergage, you can implement, manage and
analyze personalization campaigns much like you do with all of your other marketing campaigns.
PICKING A PERSONALIZATION PLATFORM
THE ULTIMATE PERSONALIZATION PLANNING GUIDE: HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION | 17 © 2018 EVERGAGE, INC
A COMPLETE PERSONALIZATION PLATFORM
User expectations and technologies are evolving at breakneck speeds. You want an easy-to-use personalization solution, but not a simple one – it should be robust and constantly evolving. Your solution should help you understand, communicate with and report on visitors in deep and powerful ways. At the same time, “personalization” encompasses many tactics across channels; you don’t want to have to buy a different tool for each of those tactics and channels. Your personalization solution should be a complete platform that provides deep behavioral tracking, real-time segmentation and targeting, one-to-one recommendations driven by machine learning, A/B and multivariate testing, and analysis and attribution across channels. It should be a platform that you won’t outgrow; you should be able to count on it to enable continuous optimization well into the future.
A SOLUTION THAT PROVIDES REAL-TIME RESPONSE AND FEEDBACK
You should be able to respond in real time to visitor/customer behavior. Some solutions require hours or even a full day to make tracking data actionable or to summarize results. Your personalization platform should be able to track behavior and respond with personalized content immediately. It should also offer real-time analytics and reporting. This will improve your chances of increasing your conversions and provide your team with intelligent and actionable data.
A SOLUTION THAT CAN COMPLEMENT YOUR EXISTING TOOLS, TACTICS AND PROCESSES
In addition to providing more engaging user experiences, personalization can also improve many of your existing marketing efforts, such as online advertising, SEO, email campaigns and content marketing. Given the potential impact on your digital marketing efforts, look for a personalization platform that works alongside and easily integrates with other marketing technologies and customer data sources, and will be familiar to your staff in terms of campaign management concepts (e.g. email or marketing automation).
A SINGLE PROFILE FOR EVERY SINGLE PERSON
Successful personalization requires that all of your in-depth behavioral data from across channels be captured, synchronized with external attribute data, and brought together into a single profile for each visitor, customer and account. Without a single unified profile, you can’t compile everything you know about a person, analyze it and act on it. Make sure you find a personalization solution that includes a CDP (customer data platform) at its core and allows you to see a single profile for each person and account (for B2B organizations) that interacts with your company.
A USER-FRIENDLY INTERFACE AND ENVIRONMENTMany of today’s personalization solutions require IT or developer support. While personalization can seem like a technical challenge, it doesn’t have to be that way. You wouldn’t want to ask for IT support to implement email campaigns, so why should you need to do so for personalization campaigns? Look for a solution that’s easy for your marketing team to use for designing and launching campaigns and conducting rapid testing and iteration – without the need for deep technical expertise and resources.
A PARTNER TO HELP GUIDE YOU THROUGH YOUR PERSONALIZATION JOURNEY
Equally important to the technology platform, you want to find a solution backed by dedicated, expert staff and resources to help your team become personalization ninjas. After all, this is a journey. Should you need help with campaign idea generation and prioritization or best practices for managing your program, or you just want some guidance on implementing or A/B testing a particular campaign, your vendor should be there for you as a true partner, advising you every step of the way.
Understandably, however, any time a new technology is introduced to your marketing arsenal, there are
challenges, risks and uncertainties. Therefore, when evaluating personalization platforms, it’s best to look for:
PICKING A PERSONALIZATION PLATFORM (continued)
Contact Evergage at 888-310-0589 to speak to an expert about your needs today!
About Evergage Evergage’s real-time personalization platform delivers The Power of 1, enabling digital
marketers to transform the dream of 1:1 customer engagement into reality. Combining
in-depth behavioral analytics and customer data with advanced machine learning,
Evergage provides the one platform you need to systematically understand and interact
with each person that visits your site or uses your app – one at a time, “in the moment”
and at scale – to deliver a maximally relevant, individualized experience.
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