ksweet

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.

Personalization Stats and Trends

Last spring, in conjunction with Researchscape International, we released our annual report examining marketers’ perceptions, usage levels and future plans around personalization in 2016. Now we’re running a new survey this year to understand how personalization practices and attitudes have evolved over the last year. We’d like to invite you to participate in the survey and benefit from the findings! The survey will take about 5 minutes to complete, and when you include your valid business email address, you will receive early access to our final report. All respondents will also be entered into a sweepstakes to win a Fitbit fitness watch. You don’t need to be doing personalization currently, by the way — the only qualification is that you are a marketer or involved in your company’s digital marketing or e-commerce efforts. Here’s a quick recap of what we learned [...]

The Marketer’s Guide to Machine-Learning vs. Rule-Based Personalization

Whether you’re just getting started with personalization or you’re an experienced pro, you’re probably familiar with the two key ways to implement personalization across your digital channels: rules and machine-learning algorithms. One approach is not inherently better than the other. Rather, they each have their strengths, weaknesses and ideal use cases. A strong personalization program makes the best use of each of these approaches. Let’s describe them each in a little more detail. A Real World Analogy To illustrate, we can draw a parallel to the real world. Let’s say you have a receptionist and there’s some important information you want him to convey to employees when they enter the office. Specifically, you have a few messages for him to share with some individuals today: “When the CFO comes in, tell her she needs to dial in to this meeting as [...]

How One Tech Company Personalized Its Site Navigation to Improve Conversions

It’s a common challenge for B2B companies — you target multiple different audiences, how can you ensure your website resonates with each one? How can you catch the attention of each visitor and show each one that your company and products meet their specific needs? If you focus on just one group, you risk being completely irrelevant to the needs of the rest of your visitors. If you try to serve all of them equally, your specific message for each audience could get lost.   This is the same situation that Dyn, a cloud-based internet performance management company, found itself in. The Situation Dyn has two major product categories targeted to two different audiences: enterprise and small business/consumer. Enterprise audiences are encouraged to fill out a form on the website to speak with a salesperson, while small business/consumer audiences are able [...]

4 Must-Have Components of Cross-Channel Personalization

Cross-channel marketing is the holy grail for most marketers. According to a Forrester report, 66% of marketers indicate that cross-channel marketing activities should be integrated. Yet only 5% of businesses believe they’re truly organized to deliver great, cross-channel experiences.   Why is this? We often see that budgets, skill sets and access to technology are spread across IT, marketing and other business groups. It’s tough to create comprehensive campaigns across channels, let alone measure their effectiveness, when the skill sets and technology to do so reside in different places across the company. There is even misalignment within marketing itself, both organizationally and technologically. Marketers in different disciplines (content marketing, digital marketing, product marketing, marketing operations, etc.) are using a variety of customer analytics tools and other systems. Each of these systems has pieces of customer information, but none has the [...]

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, [...]