Karl Wirth

Evergage Blog

Ideas and Strategies for Real-Time Personalization
Karl Wirth

About Karl Wirth

Karl is the CEO and Co-founder of Evergage. Passionate about helping businesses improve conversion rates through relevant, in-context communication, Karl leverages his background to support leading companies in retail, financial services, technology, travel, media and gaming drive measurable benefits from real-time personalization.

The One-to-One Personalization Dream Is Now a Reality

Over the years I have spoken to thousands of marketers and digital professionals about their personalization efforts and their ideas for one-to-one personalization. Throughout those conversations, one important thing has stood out: marketers have a dream. They want to communicate with their customers and prospects as individuals at the one-to-one level across digital channels. They have had this dream for at least 25 years, when the term “one-to-one marketing” was formally articulated in the book The One to One Future, by Don Peppers and Martha Rogers, Ph.D. While Peppers and Rogers provided a fascinating view of the potential for one-to-one marketing, it simply was not yet possible in the 90s with the existing technology. To complicate the situation, since then, vendors have put out solutions promising to help marketers provide one-to-one personalization. But their definitions of “one-to-one” have not aligned [...]

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Don’t Let Adobe Dash Your Personalization Hopes and Dreams

I speak with a lot of marketers about their current technology stack, and I’ve noticed that there are certain themes that come up again and again. Many marketers in large organizations use some kind of personalization technology, or they have colleagues in other divisions that do. Often, a person’s experiences with Adobe have set their expectations for what’s possible with personalization. Consequently, they don’t think very much is possible. Recently, I heard the following conversation between two colleagues from different divisions of a large company: Adobe User, Division 1: "What is the difference between Evergage and Adobe recommendations?" Evergage User, Division 2: "Have you gotten Adobe recs to work?" Adobe User, Division 1: “Well, we are talking about getting Adobe recs to work" Evergage User, Division 2: “Exactly. You have been talking about it for a year, but haven’t gotten [...]

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What We’ll Be Saying About Today’s Websites in 10 Years

Do you remember what websites looked like in the early days of the internet? They were revolutionary at the time, but looking back, they look quite primitive compared to today’s experiences. Even if we only go back 10 years, we see an enormous shift. Don’t know exactly what I mean? Using the Ten Years Ago site, let’s journey back to 2007 to take a peek at what a few popular websites looked like back then. Let’s start with Amazon. You are probably familiar with what Amazon looks like today: But 10 years ago it looked like this, with tabs along the top and a whole lot of white space: Today, you are probably familiar with YouTube’s current homepage: But 10 years ago it looked completely unrecognizable: Clearly, website design and functionality have both come a long way. A lot of [...]

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Evergage Series C Funding Announcement: Poised for Growth

At Evergage, we know that the future of the internet is personalized. Personalization will play an increasingly important role in all digital (and human) interactions as consumers demand to be treated as individuals and marketers recognize the impact personalization has on the customer experience (and the bottom line). The most successful companies are those that recognize each customer and prospect and treat them in unique and impactful ways. They are those that can cut through the noise and provide relevant content and information, tailored to each individual and account. They are those that can recognize people across channels and interact with them in the moment to provide consistent and helpful experiences. Evergage’s vision is to enable such companies – and empower their digital marketing professionals – to achieve all of this scalably and successfully to increase conversions, improve engagement, grow [...]

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How to Combine Product and Content Recommendations on Your E-Commerce Site

Content creation is nothing new in the marketing world. Yet it has traditionally been seen as more of a B2B demand generation tactic — a key component of both an inbound and account-based marketing strategy. But B2C marketers are directing more budget toward content marketing as well. This year, they’re allocating 32% of their total marketing budget, on average, to content marketing (vs. 25% last year). Content is one way for retailers to differentiate themselves in a crowded market. Relying on discounts and sales may create additional revenue but quickly cuts into your margins and doesn’t enhance your relationship with your customers. Content allows you to express your brand in engaging ways, add thought leadership and value to your visitors, and it is a solid top-of-the-funnel strategy to get people to your site and learn more. Yet many sites keep [...]

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The Value of Non-Click Behavioral Data for Personalization

A great personalized site experience is based on deep, actionable data. If you don’t fully understand a person, any personalized experience you display will miss the mark — and won’t end up being personal to that individual at all. Many personalization solutions can only collect and act on click data alone, not actions that occur beyond a click. There are also a few vendors that can capture basic “pre-click” data, as they call it, like a mouse leaving a page, and offer a solution that enables a simple response to such behavior. Pre-click behavior is just one aspect of what we refer to as “non-click” data. In this post, I want to explain what non-click behavioral data is, why you need it to deliver a truly personalized experience, and how Evergage as a full-featured personalization platform makes that happen. What [...]

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Evergage Named a Strong Performer Among Digital Intelligence Platforms

I am proud to announce that Evergage has been named a “Strong Performer” in “The Forrester Wave™: Digital Intelligence Platforms, Q2 2017” report. Drawing from an initial field of 117 technology providers, as identified in Forrester’s Feb. 17, 2017 “Vendor Landscape: Digital Intelligence Technology Providers You Should Care About” report, Forrester identified the 10 most significant companies in the digital intelligence category for this Wave, based on a set of inclusion criteria. Those companies were then evaluated against 26 criteria in the Wave report. Evergage received the highest score in the digital intelligence user experience criterion and had among the highest scores in the digital engagement optimization and supporting services criteria. I was very impressed with Forrester’s rigorous methodology for this report. Research was undertaken in the form of an extensive survey, product demos, and interviews with several clients. With [...]

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What Digital Can Learn from a Good In-Store Shopping Experience

Let me tell you a quick story that I’ve shared before on this blog but is still relevant today. For 10 years I walked into the same department every six months, buying business suits and clothing. Each visit, I started from scratch on my own, lost, trying to navigate a maze of racks. A couple years ago, I started working with a personal shopper. He keeps a database of everything I have bought and looked at. I call him, and he considers my history, my current needs, his store’s inventory, and my real-time feedback to pick out five full outfits that work together and match everything I have previously bought. This shopping experience is much easier and painless for me. Why would I ever shop anywhere else? Like it or not, my initial experience is pretty similar to most shoppers [...]

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What Evergage Is NOT

When evaluating personalization vendors, you may notice that many are using the same language and making the same claims. At Evergage, we know that we have the leading real-time personalization platform. But what does that mean? Sometimes it’s easier to understand something when you know what it is not. Here’s what Evergage is NOT: We are NOT a point solution, offering only one piece of your personalization strategy. We are NOT a few lines of JavaScript plus some consulting masquerading as a solution. We are NOT a solution for personalizing just a single channel. We are NOT a “frankencloud” trying to pass off a bunch of acquisitions as a unified platform. Some vendors like Adobe claim to offer a single platform, but it’s made up of acquired point solutions. We are NOT a recommendations widget confined to a [...]

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A (Completely Unbiased) Guide to Picking a Personalization Vendor

“Personalization” is a term you hear a lot in marketing these days. Research analysts regularly release great new findings that indicate customers want personalized experiences. For example, according to Forrester, 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. And marketers are doing their part to create personalized experiences. As concluded in our our own report earlier this year, 85% of companies are now implementing some form of personalization. This is great news for both marketers and customers. But since personalization is so hot right now, every vendor is looking to incorporate it into their solutions to stay on trend. But when everyone is calling everything “personalization,” it can be overwhelming and difficult to decipher truth from marketing claims. So we have written this handy, totally unbiased, humorous guide to [...]

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Oracle Copies Evergage’s Marketing: 3 Takeaways for Digital Marketers

This June, Evergage launched our new positioning around The Power of 1. We made considerable investments developing the messaging to accurately convey the ideal state of a marketer’s relationship with their prospects and customers – at the 1:1 level – and our vision for it. The phrase that encapsulates this, of course, is The Power of 1. We also thought long and hard about how to best describe the Evergage platform and how it stands out among a sea of wannabes, outlining our differentiators in a clear, concise way. These became the key elements of The Power of 1. When we launched The Power of 1 messaging, we updated our homepage, “Why Evergage” page and company description, released a new whitepaper, produced a new video, published a seminal blog post, conducted extensive outreach campaigns, and much more. The Power of [...]

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