Evergage Adds Flexibility to Catalog Management with Custom Dimensions

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Evergage Adds Flexibility to Catalog Management with Custom Dimensions

August 3, 2018 by

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 are pleased to announce an exciting new feature of the Evergage platform called “Custom Dimensions.”

Background

Before delving into the details, it’s important to first understand how Evergage works with product and content catalog data.

To deliver personalized experiences using Evergage, companies add a JavaScript beacon to their website or web application, or an SDK to their mobile app. Once added, Evergage begins to track detailed behavior and engagement on each visitor, user and, if applicable, account. Using the information gathered, companies can then build and deploy rule-based, triggered or algorithmic campaigns to personalize each visitor’s experiences.

Products and content assets (such as blog articles, videos, eBooks, etc.) are a key aspect of most personalization initiatives, so another important capability of the Evergage JavaScript beacon – once configured using what we call a catalog mapping (“catmap” for short) – is that it automatically identifies and captures important details (metadata) about a company’s products and/or content assets. Evergage extracts this information and checks for updates every time a product or content detail page is visited and maintains this information in a comprehensive catalog.

This approach serves three primary purposes:

  1. It streamlines the onboarding process from months to weeks
  2. It ensures that Evergage always has the latest product/content details to reference when used to deploy rule-based, triggered or algorithm-driven campaigns
  3. It enables Evergage to efficiently track a visitor’s engagement with specific product info or content assets and related attributes

Product & Content Details

When collecting product and/or content catalog data, Evergage natively gathers detailed information about each product or content asset. For example, from a typical product detail page, the platform collects:

  • Product name
  • Page and image URLs
  • Product description
  • IDs and/or SKUs
  • Price
  • Currency
  • Brand
  • Class
  • Keywords
  • Styles
  • Gender
  • Categories

If available, the system can also collect inventory levels and other types of data too. A similar approach is used for companies with content assets, though the types of data collected are different (e.g., author instead of price.). This approach has successfully helped us serve our diverse customer base for years now.

Introducing Custom Dimensions

The reality is that no two businesses are alike. Even two retailers selling women’s apparel, for instance, will have different requirements for how they want to use and report on their product catalog. And media companies, technology providers and financial services firms – who can all benefit from personalization – have vastly different catalogs.

To accommodate each customer's unique catalog and internal preferences, we are pleased to introduce Custom Dimensions. Custom Dimensions provide more flexibility and control around how companies organize, execute and analyze their product or content catalogs. Essentially, Custom Dimensions enables companies to:

  • Rename default dimension labels (e.g. Gender, Style, Class, etc.)
  • Enable or disable certain dimensions
  • Create new product or content dimensions

Why is this important? Custom Dimensions have far-reaching applications. Let’s look at a few examples.

Custom Dimensions & Demand Generation

Businesses with demand gen and ABM initiatives have lots and lots of content – data sheets, white papers, videos, blog articles, etc. Evergage can capture all of these assets natively once the JavaScript beacon has been added to a company’s website.

Using Custom Dimensions, the business can review the information Evergage collects and then rename any labels to match internal lexicon. In a simple example, maybe the company just wants to change the term “Author” to “Contributor.” With Custom Dimensions, this can be done in just a few seconds. Once completed, the edit will be seen throughout the Evergage platform – in the navigation, in recommendations, in reporting, etc.

catalog management

Interface for editing the label for an existing dimension in the content catalog (e.g., change Author to Contributor).

Another, more powerful example of how Custom Dimensions can be used is that a company can create a new dimension called “funnel stage” (e.g., top, middle or bottom), for example, that would be tracked for each content asset. In doing so, and assuming the company’s assets are tagged appropriately in the metadata, Evergage would collect and store this data.

The new “funnel stage” dimension, in turn, can then be used when delivering personalized experiences using Evergage, improving a recommendation strategy (e.g., recommend top-of-the-funnel content to first-time visitors), or running a report.

Custom Dimensions & E-commerce

Custom Dimensions are also powerful for e-commerce businesses. For example, an online retailer that sells products offline as well could use Custom Dimensions to create a “store” dimension to notify online shoppers if an item is also available at a store in their geographic area.

An e-commerce company could also add a “season” or “holiday” dimension to classify certain products as “fall,” “spring,” “Halloween,” “4th of July,” etc. Using this kind of dimension, the company could specifically promote products that are part of a desired classification (e.g., “spring”) in a recommendation recipe on its homepage.

catalog management

Interface for adding a Custom Dimension to the product catalog (e.g., “Season”).

Conclusion

Needless to say, we’re pretty excited about Custom Dimensions. The capability provides our customers with more control and flexibility over their product catalogs in Evergage. This allows for easier and more intuitive catalog management and improved productivity when designing recommendation recipes, delivering personalized experiences, and reporting on product and content engagement.  

For more information on Custom Dimensions, please be sure to contact your customer success representative. And to learn more about Evergage in general, sign up for a demo today.

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