Don’t Let Adobe Dash Your Personalization Hopes and Dreams

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Ideas and Strategies for Real-Time Personalization
Don’t Let Adobe Dash Your Personalization Hopes and Dreams

November 8, 2017 by

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 it to work. Evergage just works, and it works in real time.”

The marketer using Adobe for personalization was skeptical. Her experience with Adobe led her to believe that personalization is hard to implement and manage, time-consuming, and not truly real-time. I hear that a lot.

So I want to speak candidly in this blog post. While you may have struggled with personalization technologies in the past, Evergage really does make it easy. While other personalization technologies may make the same claims as Evergage, they don’t necessarily deliver. With Evergage, you truly get what we promise.

Get Started Quickly

The marketer I described earlier was trying to implement Adobe recommendations on her site for a year — yes, a year! And she was still not successful. This is not an isolated problem. A reviewer on TrustRadius explains the situation well: “I got sick of the ‘Adobe Promise’ of it integrating perfectly with your other Adobe solutions and products. They all talk and work well together…. or so they say. I worked on three different Adobe product integrations; one was relatively simple, but the other two were jokes.”

The reason for this challenge is that the Adobe personalization solution was cobbled together from multiple different acquisitions over time. Those different pieces do not necessarily play nice together. The vision that Adobe sells of an integrated solution is much grander than the reality. To bring all the disjointed pieces together, Adobe often relies on its consulting and agency partners (not free, of course) to do the dirty work. Clients may need to spend 4x more for consulting integration services than for the Adobe license.

In contrast, the Evergage platform was built with ease-of-use in mind. Evergage’s platform is just one solution; implementation is easy and can be done in weeks.

Operate in Real Time

I’ve spoken to marketers who have “settled” when it comes to their definitions of “real-time,” because they rarely experience technology that truly operates in real time. Marketers have pushed back on Evergage’s claims of being real-time in the past, questioning what we mean by the term. When we say real-time, we mean that every step from the moment a visitor lands on your site to processing her current and past behavior; to understanding her intent and then determining and presenting a personalized experience; to the moment the data about her experience becomes available for attribution analysis; all happens in a fraction of a second. This makes sense, since the definition of real-time is “the actual time during which a process or event occurs.”

Yet in Adobe’s own words: “No visitor qualifies for the Campaign the first time they match the criteria for the Analytics Segment or Audience. Visitors qualify for the Campaign if they return within 24 to 48 hours of the first visit. Upon return, a visitor triggers the Campaign based on the qualifying Analytics Segment or Audience.” That’s not real time, that’s “next time.”

Final Thoughts

Having spoken with many marketers over the years about their personalization projects, I know how many have been burned in the past. They are frustrated with the technology and the experiences they have with them. They believe they need to settle for difficult-to-use solutions that don’t fully meet their requirements. But what may be true for other solutions – like Adobe and other marketing suite vendors – is not true for Evergage. It really can be simple…and actually work the way you want it too. Request a demo today to learn more.

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