tjprebil

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
T.J. Prebil

About T.J. Prebil

As the Director of Product Marketing at Evergage, T.J. is enthusiastic about the capabilities of Evergage's real-time personalization platform and the undeniable impact it can have on helping companies across industries achieve their marketing and sales objectives.

Run Custom Reports and Analysis: Introducing the Evergage Data Warehouse

Evergage customers consist of leading companies from several different industries, whose strategies and use cases for the Evergage platform vary widely.  To enable customers to monitor and analyze their initiatives, Evergage includes extensive built-in reporting and dashboard capabilities that customers use to track campaign statistics, segment performance, A/B test results, product views and purchases, content consumption and more. But given our diverse customer and individual user base, it’s not possible for Evergage to provide reports that address every conceivable way someone would want to analyze their data — and to answer every single question a business may ask of its data.   And as more companies look to the customer data platform (CDP) as their single source of truth for customer information, they are demanding meaningful insights from this central data repository.  The good news is that, as an innovative and [...]

Gartner’s Critical Capabilities for Multichannel Marketing Hubs, 2019

On July 29th, Gartner published a new research report titled “Critical Capabilities for Multichannel Marketing Hubs.” Authored by Noah Elkin, Benjamin Bloom, Colin Reid and Joseph Enever, the research was issued a few months after the 2019 Gartner Magic Quadrant for Multichannel Marketing Hubs was published, an important industry report in which Evergage was positioned as a Visionary. According to Gartner, “A Gartner Magic Quadrant positions vendors in a market, while a Critical Capabilities report provides a deeper dive into providers’ product and service offerings.” The new Critical Capabilities for Multichannel Marketing Hubs report (available to Gartner clients) includes evaluation data on the 21 vendors included in the corresponding Magic Quadrant report. Vendors received scores across nine different capabilities (ranging from Advanced Marketing Analytics to Personalization) weighted differently for four principal use cases. On a scale of 1-5, based on [...]

Questions to Ask to Find the Right CDP Vendor for You

The customer data platform (CDP) category has been in the news a lot lately, with major announcements of mergers and acquisitions, funding for new and existing vendors, and new functionality being added. With the surge of recent activity, CDPs are one of the biggest trends in marketing technology these days. And it makes sense. In so many companies today, customer data exists in many disparate systems – from CRM applications and analytics tools to marketing automation platforms and point of sale (POS) systems. It’s difficult for businesses to fully understand and engage their customers with disjointed data. CDPs have the potential to provide a consolidated 360-degree view of every individual customer and prospect, so businesses can analyze and respond to them in relevant ways that build and maintain long-term relationships.  However, before integrating a single byte of data, companies must [...]

Why You Shouldn’t “Chat Up” Visitors the Moment They Land on Your Site

Located less than 10 miles from Evergage’s headquarters in Somerville, MA, Drift is a local media darling that’s taken the B2B world by storm. The company’s communications and engagement solutions help demand gen-focused businesses drive leads through what it refers to as “conversational marketing.” If you’re not familiar with Drift as a company, perhaps you’ve come across their seemingly ubiquitous message icon: Despite Drift’s popularity, I can’t help but think that they would be better served if their customers would exercise a bit more restraint when it comes to when and how they engage their website visitors. Otherwise, Drift (and other chat solutions) could be heading the way of ForeSee. ForeSee (now Verint ForeSee) is a voice of the customer (VoC) solution which you may have come across when you’ve been presented with a visitor satisfaction survey pop-up – often [...]

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Gartner’s Critical Capabilities for Personalization Engines

On November 5th, Gartner published a new research report titled “Critical Capabilities for Personalization Engines.” Authored by Jennifer Polk and Bryan Yeager, the report comes on the heels of the first-ever “Gartner Magic Quadrant for Personalization Engines,” an important industry report in which Evergage was positioned as a Leader. The new Critical Capabilities report (available to Gartner clients) includes evaluation data on 18 personalization vendors. Vendors received scores across eight different categories (ranging from Data and Analytics to Product Recommendations) weighted differently for three principal use cases (Marketing, Digital Commerce and Customer Experience). We were pleased to see that on a scale of 0-5, Evergage had the highest overall score for each of these use cases – 4.02 for Marketing, 3.99 for Digital Commerce and 4.07 for Customer Experience – based on the default weightings assigned by Gartner. Naturally, we [...]

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Introducing Evergage Decisions and Evergage Data Science Workbench

Today, we are pleased to announce two exciting new capabilities: Evergage Decisions and Evergage Data Science Workbench. Both capabilities represent major advancements in the way Evergage customers can use machine learning to better understand their audiences and deliver 1-to-1 personalized experiences across channels. Evergage Decisions™   Building on our existing machine learning capabilities, Evergage Decisions enables B2C and B2B companies to deliver the most relevant promotions, offers, hero images – or complete experiences – to individual website visitors, application users and email recipients. The first algorithm being released under the Evergage Decisions umbrella is Contextual Bandit. Contextual Bandit uses machine learning to evaluate both the probability of engagement at the per-person level and the revenue opportunity or synthetic value (for non e-commerce use cases) at the business level, and then presents the optimal promotion, image, offer or experience. For example, [...]

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Extend the Power of Evergage with Evergage Gears

If you attended The Personalization Summit last month, you heard us announce Evergage Gears™, a new framework that empowers customers and partners to create and use apps, plug-ins, extensions, connectors and more for the Evergage platform. Evergage Gears enables Evergage customers to quickly and easily integrate Evergage with other systems or add functionality that extends the platform’s core capabilities. In this post, I’d like to provide a little more background on Evergage Gears. For years, we have worked tirelessly to build Evergage into the industry’s premier personalization and customer data platform. We are proud to say that our customer base and partnerships now include many of the world’s most recognizable brands. With this growth and adoption has come increased reliance on Evergage as a critical enterprise platform. We know that Evergage customers and partners are looking to drive maximum value [...]

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Improve Oversight of Machine Learning Recommendations with Enhanced “Recipe” QA Feature

For many marketers and business users, machine learning is still somewhat foreign. Can you trust an algorithm to make business decisions or control the customer experience? Conventional digital marketing practices tell you that you should incrementally test campaigns before launching them to the masses, which seems to contradict the approach with AI or machine learning. But it doesn’t have to. Various forms of machine learning have been used in digital marketing for years — most notably in presenting product recommendations based on what's known about a particular shopper or visitor. We launched our own recommendations solution, Evergage Recommend, back in 2015 and have seen great adoption by our customers across industries. This is in part because Evergage can also recommend content, brands, categories and departments – elements that enable business users to leverage machine learning to dynamically change a visitor's [...]

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Gain More Control Over Your Triggered Emails

Evergage for Email – Triggered Email was officially launched late last year and has been adopted by numerous clients. This capability enables businesses to send one-off email messages – from within Evergage – to customers and prospects based on their onsite activity (or lack thereof), updates to a product or content catalog, or external factors like weather or data passed from a CRM application. Why would a marketer use Evergage to send triggered emails? Evergage natively collects extensive behavioral data on every site visitor. This data enables companies to discern a visitor’s true interests and intent. These insights can, in turn, be used to determine the most relevant content for each person. The more relevant a marketer’s emails are, the more effective they are likely to be in terms of engagement and clickthroughs. With an eye toward continuous improvement, we [...]

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Evergage Adds Flexibility to Catalog Management with Custom Dimensions

A unique aspect of the Evergage platform is that it understands the context of what visitors and users engage with on your website, web application or mobile app. This contextual understanding is critical to delivering maximally relevant, personalized experiences. Whereas most analytics and personalization solutions track engagement only in terms of clicks and pageviews – with a limited understanding of the context of those pages – Evergage understands the business attributes associated with each product and content asset the company promotes. Using the data collected and cataloged, the platform builds affinity models for each visitor and uses machine learning to gauge interests towards different attributes (i.e., dimensions) such as categories, keywords, brands, price points, colors, and more. In an effort to provide Evergage customers with greater control and flexibility in managing their product and content catalogs and associated business attributes, we [...]

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Evergage SmartSurveys – a Different Way to Approach “Voice of the Customer” Surveys

We’ve all experienced them while browsing online – those annoying surveys that pop up on your screen at the most inopportune time. The web page you’re visiting has barely loaded and a survey appears asking for your opinion about your experience. Ironic, isn’t it? The fact that you’ve just arrived at a company’s website – perhaps even for the first time – is apparently of no consequence. You are forced to stop what you’re doing to respond to or dismiss the message. But let’s say you’re one of the few who actually completes the survey. What happens to the data you provide? Is it of any value to you? The answer is almost always “no!” Once submitted, the data seems to go into a black hole of sorts. Maybe people at the company do something with it, but who knows. There [...]

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The Evolution of A/B Testing in a 1-to-1 World

Optimizing your customer experience requires a dedicated, ongoing commitment to testing. This is true across channels – from your website to your email and ad campaigns and your mobile app experiences. To drive results, you need to test, test, test, and then test some more. For those reading this blog, we don’t expect this to come as a surprise. What may come as a surprise, however, is that testing has evolved considerably since it was first adopted by digital marketers in the early 2000s. Traditionally, testing has focused on broad audiences. One might call this a “testing for all” approach. Here, marketers are looking to prove or disprove theories using champion-challenger tactics to determine what works for the majority of their visitors. For example, a company focused on demand generation may want to test different hero banners on its homepage. [...]

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Evergage UI Update: New Navigation, Campaign Views and More

We’re pleased to announce that on Wednesday, February 7th, the Evergage platform is getting some fantastic, new improvements to the user interface (UI). With the addition of so many new features and capabilities over the past few years, the UI also needed to evolve to make all those enhancements easily accessible. After countless whiteboard sessions and considerable input from our customers and staff, we are now ready to reveal a cleaner, simpler and more intuitive UI. Here’s a preview of the updated interface. In addition to an improved look and feel, the most notable update is our navigation menu which is now on the left-hand side of the screen.   Using a modern, expandable left-hand menu, the new navigation logically groups related capabilities of the Evergage platform. For instance, the navigation now includes a “Channels & Campaigns” section for quickly [...]

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