Evergage Blog

Ideas and Strategies for Real-Time Personalization
Katie Sweet

About Katie Sweet

Katie is content marketing manager at Evergage, focused on crafting relevant content and maintaining the Evergage blog. When Katie isn’t meeting challenging deadlines, chasing blog contributors, and driving content at Evergage, she is constantly reading, homebrewing, traveling, and trying adventurous foods.

2 Key Ways to Use Machine Learning in Your Marketing

Machine learning has been described as the science of getting computers to act without being specifically programmed to act. While for some, that definition can bring to mind nightmarish images of machines taking over the world, it is actually a great way to automate marketing activities to make them less time consuming and to provide better experiences for your customers. But how do you get started with machine learning? In this blog post, I’ll share the two ways you should be thinking about it this year: machine learning for your customers, and machine learning for you (the marketer). Let’s dive right in. Machine learning for your customers First, marketers can use machine learning to power online customer experiences. When many think of website personalization, rule-based comes to mind first. Rule-based personalization refers to the ability to manually set up business [...]

The Data Types You Should Be Using to Create Segments for Personalization

Segments play a huge role in any company’s personalization efforts. If you’re unfamiliar with segments, they are groupings of people based on a set of defined criteria. They can be used to target different groups of people with different experiences. For example, you can ensure that only visitors from certain countries see messages about your international shipping, or that only visitors from the insurance industry see your insurance-specific content on your homepage. Even when personalizing your digital experience at the one-to-one level, segments for personalization are still valuable. For instance, you may leverage a machine-learning algorithm to recommend different products to each individual on your site, but still use segments to target one algorithm to first-time visitors and another to return visitors. Essentially, understanding segments is critical to your personalization strategy, no matter what personalization approach you use. Typically, segments [...]

Here are Your Personalization Resolutions for 2017

In these early days of 2017, your resolutions are probably top-of-mind, both personal and professional. Maybe you’ve resolved to spend more time with your family, donate to charity, or get in shape. Maybe you’ve decided to start personalizing your digital properties, or to improve upon your current strategy to have an even greater impact this year. But when it comes to personalization, there are so many different directions you can take, it can be difficult to focus on the right areas when planning for the year. Our customer success team is here to help. They meet with marketers every day, and they have the expertise to help you set your resolutions this year. Here’s what they suggest: Remember that Less Is More recommended by Logan Goulett In 2017, I recommend you hide irrelevant information from your visitors, like free US [...]

Top 10 Personalization Tips from 2016

Well folks, the end of 2016 is fast approaching. I can only assume that you’re spending the last few days of the year wondering about whether you got the most out of the Evergage blog in 2016. Don’t worry, we’ve got you covered. We dug through the archives of our blog posts to pick out our top 10 personalization tips from this year. Read through these posts as you reflect on your 2016 personalization efforts and plan for 2017. 1. Overcome the Challenges Whether you’re just starting out with personalization or you’re a tenured expert, you’ve probably faced a few challenges during 2016. You may not be sure you have enough content for personalization, or you may be struggling with governance and execution. Going into 2017, make sure you can address these common challenges to execute a flawless strategy. 2. [...]

Getting Started with Personalization in Financial Services [Webinar]

As a marketer in the financial services industry, it’s not enough to compare your customer experience to others in your industry. Today’s consumers have high expectations for their digital experiences, informed by all of the interactions they have had across channels. The result of this? Consumers expect personalized experiences. Many financial services marketers already recognize the importance of creating these personalized experiences, but they often think that it’s too difficult to achieve. After all, financial services marketers have more regulations to sort through, and they always need to be sensitive to personal information. But we’ve seen financial services marketers be successful with personalization with the right approach. Struggling to get started? Follow these steps.   1. Find the right partner While important for all industries, it is particularly critical for marketers in financial services to pick the right personalization partner. [...]

Intro to the 5 Main Types of Personalization Messages and Experiences

Dynamic messages and experiences are at the core of any personalization program. They provide the content people see on your website, in your app, or within your emails. They can be used to educate and inform visitors, guide them through a series of steps, present dynamic content and recommendations, entice shoppers with special offers, or completely change someone’s experience. If you’re just getting started with personalization, it’s helpful to understand what options are available to you to guide your strategy from the beginning. And if you’ve already gotten started, you may be able to benefit from a quick refresher. In this post, I’ll provide an overview of the five main types of messages and experiences you can use for your personalized experiences, and give some examples of each type. Let’s dive right in! Inline Content First, inline content allows you [...]

3 Ways to Incorporate Real-Time Intent into your Financial Services Website

As visitors experience more and more personalization across the internet, they are beginning to expect more from all the sites they interact with. According to a report from Infosys, 74% of customers feel frustrated when website content is not personalized to them. So when signing up for a credit card or completing an application for a home loan, today’s consumers expect financial institutions to deliver experiences that are in line with what they’ve grown accustomed to from other websites. But it’s not just about making customers happy. Gartner found that by 2020, smart personalization engines with the ability to recognize customer intent will deliver an increase in profits of up to 15%. So what does that mean for a financial services or insurance site? It means that sites that recognize what each visitor is trying to do and make it [...]

5 Tips for Explaining Personalization to Your Family This Thanksgiving

If personalization plays a major role in your job, then you may be like me — you struggle to explain it effectively when people outside the industry ask what you do. Nine times out of ten my conversations go like this: after I give a brief overview of behavioral tracking and personalized experiences, the person I’m speaking with says, “so... like those ads that follow me around the internet?” Well, not exactly. This Thanksgiving, I’m making a real effort to be prepared to explain my job to my relatives. And to help you all out, I’ve compiled some tips in the style of a great Hubspot Thanksgiving post on inbound marketing from a few years ago. Here are five ideas I plan to try: 1. Make your audience the hero of the story When you explain your job to others, [...]

Consumers Want Personalization: Stats Roundup

At Evergage, we talk a lot about how personalization can help marketers drive conversions, boost engagement, and improve loyalty. We’re not alone in talking about the benefits to marketers — analysts continue to share findings of success and trends for the future. For example, Gartner found that by 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%. But personalization is about more than driving KPIs for the marketer – it’s about providing a better experience for the customer. Consumers recognize that personalization gives them more enjoyable and relevant experiences that help them accomplish their goals. They are now demanding these personalized experiences from the businesses they interact with. The stats we compiled in this post highlight how consumers feel about personalization. Consumers want to be known According to [...]

Write Like the Marketing Pros on National Writing Day

Writing is at the foundation of most marketing tactics. From website content, ad copy, emails, blog posts, sales collateral, and even internal communications, there is always something that needs to be written in your organization. So it’s highly likely that if you’re reading the Evergage blog, writing is part of your job in some capacity — even if you don’t consider yourself a “writer.” And since it’s National Writing Day today, we’ve compiled some writing tips from the content and copywriting experts that will inspire you to always put your best words forward. Here’s what they recommend:   Focus on the Writing, Even if “Writing” Isn’t Technically in Your Job Title By Ann Handley, Chief Content Officer of MarketingProfs (from OpenView) When I speak at conferences or meet with businesses, I’ll often start by asking how many people have writing [...]

10 Rules for Product Recommendations Success

I doubt that I need to convince an online retailer that product recommendations should be a critical component of their e-commerce strategy. We see time and again that they improve product discovery, lead to increased conversions and order values, and provide more personalized experiences for shoppers. Today, recommendations are considered a general best practice for retailers rather than a competitive advantage, but there are many ways to improve the effectiveness of your recommendations to give you a competitive advantage. The most relevant recommendations consider behavior and intent at the individual level, factoring in that individual’s browsing patterns, online and in-store purchase history, aggregate site trends, and a host of other attributes. We’ll see more and more of this type of hyper-individualized recommendations in the future. To help you get ahead of the curve, we’ve compiled the 10 rules that will [...]