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Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Katie Sweet

About Katie Sweet

Katie is director of 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.

Marketing’s 3 Biggest Paradigm Shifts: A Deep Dive

The world of marketing is always changing. It has to. As buyer expectations shift while technology continues to advance at a rapid pace, marketing cannot stand still. If you’re in marketing, think about your career for a minute. Could you have predicted you would be doing what you’re doing now at the start of your career? Did your job even exist several years ago? There are many ways that marketing has evolved over the years, but I think there are three key paradigm shifts that have driven that change. I’ll explore them in this blog post. Paradigm Shift #1: From One-Size-Fits-All to Individualized Customer Connections Historically, marketing was all about reaching the largest audience possible with the same experience. TV ads, print ads, billboards, etc. were the tactics employed by mass marketers of the past. But the dream of individualized [...]

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6 Questions to Ask Yourself When Setting Up Your E-Commerce Triggered Emails

I recently received an email from a retailer that I thought was really bizarre. The email asked me if a particular backpack was “still on my mind.” The problem is that I had already purchased that exact backpack. From that very same retailer. 10 months ago. Clearly, the retailer sent me a triggered email featuring a product I had engaged with in the past. Unfortunately, that message was no longer relevant to me. This exemplifies the problem with poorly targeted personalization. When you personalize, you aim to provide a relevant experience to an individual. But bad personalization isn’t really personalization at all, it’s just a bad experience — one that doesn’t do anything to foster relationships with your shoppers. With that in mind, I want to spend some time in this blog post exploring the questions you should ask yourself [...]

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Personalization Trends: 2019 Survey Results

Personalization continues to be an important component of good customer experiences. And with the trend toward customer data platforms (CDPs), which aim to bring customer data together in one place in order to activate on it to deliver more targeted experiences, personalization is clearly a top priority. Last week, we published our sixth annual study with Researchscape International, entitled 2019 Trends in Personalization. We also hosted a webinar where Andy Zimmerman, Evergage CMO, and I reviewed some of our key findings. In this blog post, I’ll summarize a few of the points we made. For more detail, check out the webinar replay. Delivering a better experience is the top reason marketers use personalization There’s no question that marketers find value in personalization. The vast majority (98%) of marketers believe that personalization has at least some impact on advancing customer relationships, and [...]

8:23 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Personalization Trends: 2019 Survey Results

88% of Marketers Use Personalization to Deliver a Better Customer Experience [Infographic]

The concept of personalization — that is, tailoring an experience based on information you have learned about an individual — has grown in popularity in recent years. At Evergage, we have tracked that growth each year with our much-anticipated and frequently cited annual study of personalization trends. Today we published our sixth such annual study with Researchscape International, 2019 Trends in Personalization. The report, which is based on a survey of 314 B2B and B2C marketers from organizations of different sizes and industries conducted in February and March of this year, examines marketers’ attitudes, usage, results and future plans relating to personalization. We compiled some of the key findings in this stat-filled infographic.  Marketers continue to believe that personalization is valuable to their businesses. Just like last year, 98% of marketers believe that personalization advances customer relationships, with 70% [...]

10:23 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 88% of Marketers Use Personalization to Deliver a Better Customer Experience [Infographic]

What is Omnichannel Personalization?

You’ve probably heard the term “omnichannel” to describe any business practice that extends across channels, both digital and in-person. When it comes to the omnichannel customer experience, the idea is simple: you’re appealing to one human, so you need to deliver one cohesive experience, because people don’t think about their interactions with your company in isolation. If someone interacts with you in one channel, they expect that you’ll know about that interaction when they re-engage with you in another channel. That’s where omnichannel personalization enters the picture. In this blog post, I’ll describe what omnichannel personalization is, what it looks like, and what’s needed to achieve it. What is omnichannel personalization? We define personalization as “the act of tailoring an experience or communication based on information a company has learned about an individual.” Omnichannel personalization takes that definition a bit [...]

The Secret to Pleasant Pop-Ups

Picture this: You’ve just arrived to a website and you’re about to start navigating around when — pop! — a floating box obscures your view of the screen. Why? To tell you about some benefit you’ll receive later, if you’ll only surrender your email address now. Though pop-ups have been annoying visitors for years, marketers still use them. But should you? If so, how can you deliver successful ones? Long-Term Brand Image vs. Short-Term Conversions A 2017 study by Nielsen Norman Group found that pop-ups are the most disliked type of advertising on both desktop and mobile. This should come as no surprise. They’re intrusive and sometimes infuriating, but they’re also impressively high-converting. But like any tool, they’re neither good nor bad until they’re applied. It goes without saying that this pop-up could have been more effective. One [...]

9:25 am|Content Publishing, Demand Gen and ABM, E-commerce Optimization|Comments Off on The Secret to Pleasant Pop-Ups

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 [...]

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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 [...]

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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 [...]

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