ksweet

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Katie Sweet

About Katie Sweet

Katie is senior manager, content marketing 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, traveling, and trying adventurous foods.

The Importance of Data Activation in Your CDP Strategy

In the business world, it’s easy to be so focused on just getting something done, that you forget about why you were doing it in the first place. You aim to send a certain number of emails, publish a certain number of blog posts, attract a certain number of website visitors — but lose sight of what you were trying to accomplish in the first place. As a result, you may find that you’ve done a lot of work, yet your business isn’t seeing meaningful benefits from that work. The same can be true about investing in new marketing technology. You can get so caught up in the process of selecting and onboarding a new solution, that you lose sight of why you wanted that solution in the first place. As a result, you may find you have an impressive piece [...]

8:54 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on The Importance of Data Activation in Your CDP Strategy

4 Tips for Effective Product Recommendations

It’s no secret that consumers are interested in personalized shopping experiences. And the effects of personalized experiences are well documented. A report from Business Insider found that 49% of consumers surveyed said they have purchased a product they weren't planning to buy after receiving a personalized recommendation, and 40% of shoppers have spent more on a purchase than planned because of a personalized shopping experience. But these numbers aren’t guaranteed from just any product recommendation — recommended products need to be personalized to each individual to be truly effective. Retailers with strong product recommendation strategies – driven by machine-learning algorithms – will position themselves to win over more customers. But what are the qualities of the most successful product recommendations? Here are four tips you can use to transform your recommendation strategies from status quo to competitive. 1. Incorporate in-depth [...]

10:10 am|E-commerce Optimization|Comments Off on 4 Tips for Effective Product Recommendations

Personalization Stats and Trends: How Does Your Organization Compare?

For the last five years, Evergage has conducted an annual study in conjunction with Researchscape International to examine organizations’ perceptions, usage levels and future plans around personalization. We just launched our sixth annual survey to uncover how attitudes and usage have evolved over the last year, and we’d like to invite you to participate and benefit from the findings! The survey will take about 5-7 minutes to complete, and when you include your valid business email address, you will receive early access to our final report. All respondents will get early access to the findings and be entered into a drawing for a GoPro plus cool accessories! The only qualification for the survey is that you are a marketer or are involved in your company’s digital marketing, e-commerce or customer experience efforts. In the meantime, here’s a quick reminder of [...]

9:36 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Personalization Stats and Trends: How Does Your Organization Compare?

Planning for Personalization: Getting Your Strategy and Execution Right

Planning for any kind of business initiative can be difficult. You have a clear vision of your end goal, but what do you need to do to get there? Executing personalization in your organization is no different. Personalization can have a tremendous impact on your business, but it can be overwhelming to think about how to get to your end goal: delivering relevant experiences to your customers – across channels – to improve engagement, conversions and loyalty. To help you get started with personalization, Evergage hosts a “Planning for Personalization” webinar each year. This year, Karl Wirth and Andy Zimmerman (Evergage CEO and CMO, respectively) walked through a great framework for approaching personalization strategy and execution. In this blog post, I’ll describe the framework, but be sure to watch the webinar replay to get more detail and see many examples [...]

9:42 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Planning for Personalization: Getting Your Strategy and Execution Right

Customer Data Platform (CDP) Stats You Can’t Ignore

The buzz around the Customer Data Platform (CDP) technology category has exploded in recent years. I don’t think a day goes by when I don't run into an article that mentions CDPs (although I am a tech marketer). But as with all new martech classifications, there is a lot of confusion about what a CDP is and how it differs from other marketing technologies. As you continue on your journey to understand the CDP, identify whether your company needs one, and determine how it will interact with your other solutions, we’ve compiled some customer data platform stats that speak for themselves. Let’s get into the numbers! There’s a Definite Need for the CDP The CDP Institute defines a CDP as “packaged software that creates a persistent, unified customer database that is accessible to other systems." There’s a need for a unified [...]

10:45 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Customer Data Platform (CDP) Stats You Can’t Ignore

Why and How Carhartt Delivers Individualized E-Commerce Experiences to its Shoppers

We all understand the value that personalization brings to big sites with large inventories that cater to diverse audiences. Amazon sells what seems like an impossible number of products across an endless number of categories on its site. Netflix has far more content available to view than one person can realistically sift through in a single sitting. And neither targets a specific market — they have mass appeal. Both of those sites are known for their personalization because they need to personalize. Without their ability to recommend the most relevant products or content at the individual level, we would all become too frustrated or overwhelmed by choice to use those platforms. But what about brands with a more targeted inventory and a loyal customer base? Do their sites not need personalization because their customers are less varied? If you’re a [...]

9:36 am|E-commerce Optimization|Comments Off on Why and How Carhartt Delivers Individualized E-Commerce Experiences to its Shoppers

The B2B Buyer Journey is Unique for Everyone, so You Need to Personalize

Throughout the years, a lot of time has been spent on the concept of “journeys.” Just do a quick Google search for “customer journey” or “buyer’s journey” to see all the different ways marketers have tried to simplify the concept. And while the traditional linear buyer’s journey is useful in helping us broadly understand the different steps involved in a typical purchase decision, the reality is that no two journeys are the same. Each person has their own unique journey that they flow through at their own individual pace. That’s why personalization is so critical for B2B marketers. Personalization allows marketers to deliver a relevant experience to each prospect or customer so that no matter where they are in their own individual journey, they’ll be able to find the resources they need to make their purchase decision or experience success [...]

9:17 am|Customer Success, Demand Gen and ABM|Comments Off on The B2B Buyer Journey is Unique for Everyone, so You Need to Personalize

How to Personalize from Your Paid Media to Your Website and Back Again

The ability to deliver consistent and relevant experiences across channels is a major goal for marketers. One of the main reasons the customer data platform (CDP) has taken off in recent years is to better address this challenge. As a first step to delivering effective cross-channel personalization, marketers need the ability to recognize and understand a person across touchpoints. One of the first areas where marketers have sought to create connections between channels and data sources is between their websites (“owned media”) and online advertising (“paid media”) channels. To dive into this topic, last week Evergage hosted a webinar entitled “The Value of Personalization in Paid and Owned Channels” presented by Ryan Tincknell (head of Data Strategy and Optimization at Ebiquity) and Matt Thompson (Senior Director of Partnerships at Evergage). In this blog post, I’ll describe the main ways to [...]

9:04 am|Content Publishing, Demand Gen and ABM, E-commerce Optimization|Comments Off on How to Personalize from Your Paid Media to Your Website and Back Again

Improve Your A/B Testing and Personalization Efforts with These Tips

A/B testing has been around for so long that it’s hard to remember what digital marketing was like before we could test anything to find out what design, messaging, offers, etc. produce the best results. When you conduct an A/B test, you compare two or more versions of an experience against each other to see which performs best. Typically, one of those experiences acts as a “control” — an unchanged experience that allows you to see how much better or worse your test experience performs compared to making no change at all. In the world of personalization, your control is often a generic experience (one that remains the same for everyone) and your test experience is a personalized one. For this reason, testing is an essential element of any successful personalization strategy. Even if you can sometimes assume it, you [...]

9:24 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Improve Your A/B Testing and Personalization Efforts with These Tips

Stop Phoning In Your Emails: Evaluate Your Email Marketing Resolutions for 2019

These days, you’re probably spending some time thinking about all the new trends and technologies that will affect your business this year. This is definitely important, but while you’re reading marketing predictions and contemplating how you’ll react to them, it can be easy to forget about your existing strategies. Take email marketing, for example. Email marketing has been around for a long time, but that doesn’t make it unimportant. In fact, it remains a great channel for engaging customers and prospects directly. But all you have to do is look at your inbox on any given day to see that many marketers aren’t approaching their email communications strategically. They are simply bombarding people with more and more emails they won’t open. With that in mind, take this opportunity to think about your email strategy and outline a few email marketing [...]

11:06 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Stop Phoning In Your Emails: Evaluate Your Email Marketing Resolutions for 2019

The Future of Personalization: 2019 Predictions

The world of technology changes rapidly. It’s no different with personalization technology. With each passing day, advances are made that can help you better understand your customers and prospects and deliver more relevant experiences to them. It can be overwhelming to keep up. To help you get an idea of what will be coming this year, we’ve compiled some predictions for personalization in 2019 from a few experts in their fields and members of the Evergage leadership team. Let’s dive right in! Marketers Will Look to Improve Targeting with Continuous Learning By Karl Wirth, CEO and Co-Founder, Evergage The A/B test is a long-standing marketing staple. The challenge with a traditional A/B test, however, is that it only helps you find the best-performing, lowest-common-denominator experience for your site visitors. The reality is that no two people are the same, so [...]

10:30 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on The Future of Personalization: 2019 Predictions
testingpage2