Personalization is no longer a nice-to-have. It’s reached must-have status for today’s digital marketer. According to Forrester Research, 92% of marketers say their interest in personalization has increased, with 83% saying it’s critical to their company’s success. However, due to outdated technology, many organizations doing web personalization aren’t achieving the conversion benefits they should or actually improving the customer experience.
The challenge is that most other personalization solutions are built on databases that were created 25+ years ago – a time when data looked substantially different than it does today and when data volumes were exponentially smaller. Such technology, therefore, implies a rigid, high latency, asynchronous approach to segmenting and responding to visitor behavior. But today’s digital audiences are “always on,” are global, use multiple devices, and have sub-second attention spans. And today’s marketers need to harness an ever-increasing onslaught of structured and unstructured data. The personalization approaches of yesterday simply do not cut it.
Evergage knows a thing or two about personalization and what today’s marketer needs. I invite you to check out our latest white paper, “Personalization 3.0: Individualized Experiences Delivered in Real Time.” It explores the evolution of personalization from version 1.0 to 2.0 to 3.0 as well as the “seven tenets” of Personalization 3.0. We believe it’s unreasonable to rely on IT and data scientists for an effective and agile personalization program, particularly when boosting engagement and optimizing conversion rates has become a marketing imperative.
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