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.

How Evergage is Working with Clients to Enable GDPR Compliance

If your company has an online presence, you are probably already familiar with the European Union’s General Data Protection Regulation, otherwise known as GDPR. We want to be clear about how Evergage is thinking about GDPR and how we are helping our clients to enable GDPR compliance in this blog post. We are deeply committed to helping our clients provide a relevant experience to each customer and prospect, while complying with the law and respecting each individual’s privacy and specific wishes for the usage of their personal data. Evergage has supported customer opt-in and opt-out from the start, and recognizes the privacy requirements of our varied customer base. Over the past 12 months, we have been working closely with our clients to ensure compliance with GDPR. What is GDPR? The General Data Protection Regulation (GDPR) is a European Union (EU) [...]

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After Six Years of Broken Promises, Adobe Now Taking a Page Out of Evergage’s Book

Last week Adobe hosted its annual Adobe Summit in Las Vegas. As is the custom, the event lasted nearly the full week and featured big-name celebrities such as Sir Richard Branson (entrepreneur), Leslie Jones (comedian), and JJ Watt (NFL player). We actually sponsored the event a couple years ago, but starting last year, our offer to sponsor was denied since Adobe (accurately) identified Evergage as a competitor. So last year, we took the opportunity to make a little noise outside the summit by promoting our differentiators and Adobe’s flaws on t-shirts, on a mobile billboard, in a funny video, and on social media using the hashtag #AdobeAlternative. This year, though, I simply registered and attended the event. I also used the opportunity to speak with marketers and Adobe customers and partners about their needs and perspectives. The most interesting thing [...]

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A/B Website Testing Is Dead. It’s Been Reborn with Personalization

Optimizely recently announced that it will no longer support its free A/B testing plan starting at the end of last month, leaving around 70,000 websites without a testing tool. A recent guest article from Yvonne Koleczek at Venture Beat suggests that “Optimizely has finally decided to call time of death on oversimplified CRO attempts. After all, bad results reflect badly on the tool itself, and with Optimizely X the company seems eager to distance itself from its past.” She suggests that by focusing on its enterprise offering, Optimizely X, it is throwing its efforts into personalization instead. I completely agree with this assessment, and I’d like to expand on it a bit in this blog post. The Power of Personalized Experiences A/B testing had been heralded as a cure-all for marketing. With A/B testing, you don’t need to guess what [...]

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The Answer is Clear for Toys R Us: Hyper-Personalization

Last month, large children’s toy retailer Toys R Us announced that it would be closing one-fifth of its store locations as part of its bankruptcy reorganization plans. For most consumers, this news isn’t surprising. It no longer makes sense to go to a Toys R Us store or even to visit the Toys R Us website when you can find any product you want on Amazon — often at a cheaper price with better shipping terms and helpful reviews. Company chief executive Dave Brandon said in a letter, “The reinvention of our brands requires that we make tough decisions about our priorities and focus.” Realistically, Toys R Us needs a radical business strategy change to stay in business going forward. To me, the path forward is clear and compelling. The answer is hyper-personalization.   1. Understand toys more deeply than [...]

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International Expansion News — Welcome, Evergage GmbH

After sharing the exciting news of our acquisition of MyBuys last week, I am very excited to announce another major development this week. Evergage is expanding its international presence with the launch of Evergage GmbH! The new organization will be focused on selling and delivering Evergage’s personalization platform to companies in the DACH region, encompassing Germany, Austria, Switzerland, and Liechtenstein. Evergage has many customers outside the U.S. — such as Walmart Mexico, Matalan, Exact Software, Lottoland, Hexaware, Reebonz and others — that have been leveraging Evergage for years to drive one-to-one experiences for their prospects and customers. Headquartered in Stuttgart with an additional office in Berlin, Evergage GmbH will be building on the success we’ve seen in Europe and in the DACH region in particular, and allow us to acquire and better serve more customers by helping them achieve their [...]

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Evergage Announces Acquisition of MyBuys Business from Magnetic

I am excited to share the news of our acquisition of Magnetic’s website and email recommendations business, formerly known as MyBuys. This acquisition brings the benefits of Evergage’s next-generation personalization platform to a large number of retailers who’ve now become Evergage clients. I have kept my eye on MyBuys for many years. The company, which was founded in 2001, became one of the foremost product recommendation engines by the time Evergage was founded in 2010. They established relationships with hundreds of leading retail e-commerce companies, delivering product recommendations on websites and via email to millions of shoppers. Personalized experiences and recommendations are key to effective and successful customer experiences and e-commerce optimization. Retailers have known this and executed on this premise for a long time. MyBuys recognized this demand early on and built an excellent business serving these clients. The [...]

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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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