intent-based marketing

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
A Simple Hierarchy of Digital Marketing Analytics

A Simple Hierarchy of Digital Marketing Analytics

December 23, 2015 by

In the year that I’ve now worked for Evergage, rarely has a day passed when I haven’t heard someone talk about the “deep” capabilities of our real-time personalization platform. At times, however, I’ve struggled to fully appreciate just what that really means – at least in the context of helping companies understand their visitors and users. After all, I’m accustomed to using the wor […]

Hey Marketers, Your Visitor Expectations Are Being Defined Elsewhere!

Hey Marketers, Your Visitor Expectations Are Being Defined Elsewhere!

December 15, 2015 by

Throughout the years, my wife and I have been fortunate to have been invited to a number of amazing weddings. Held on both coasts, two foreign countries and locations in between, each wedding reflected the unique personalities of those getting married and all were memorable in their own special way. This isn’t to say every wedding must be an elaborate affair – next time I get married I’ll op […]

RPI Versus RFM: Real-Time Business-to-Business

RPI Versus RFM: Real-Time Business-to-Business

June 15, 2014 by

In recent articles, we’ve examined the idea of looking at RPI (recency, persona and intent)—instead of RFM (recency, frequency and monetary value)—to drive real-time marketing. In the first article, we looked at how retailers could profit from RPI using the case history of Bob making holiday purchases. In the second article, we looked at Bob’s experiences traveling for business and plea […]

RPI Versus RFM: Targeting the Frequent Traveler

RPI Versus RFM: Targeting the Frequent Traveler

A recent Chief Marketer article explored the idea of looking at RPI (relationship, persona and intent)—instead of RFM (recency, frequency and monetary value)—to drive real-time marketing. We looked at how retailers could profit from RPI last time out; now, let’s look at how travel services marketers can benefit. Let’s revisit Bob, the Persona from our retail case example. In addition to b […]

RPI Versus RFM: The Real Deal in Real Time

RPI Versus RFM: The Real Deal in Real Time

At Evergage, we have built a solution that lets marketers look beyond RFM and apply a next-generation formula – RPI, or Relationship, Persona, and Intent. Together, these identifiers offer you a sharper and more actionable view of your customer. RPI begins with understanding the relationship you have with your visitor.  You can think of the Relationship identifier as including the segments you […]

4 Ways to Increase Sales with In-Context Messages

4 Ways to Increase Sales with In-Context Messages

Before we dig into how to increase sales with in-context messaging, I want to quickly define in-context messaging. First I want to point out that in-context messaging is not SPAM.  In the past, websites would try to engage visitors by blasting pop-ups, expandable adds, and other gimmicks.  These methods simply clutter your site and have questionable returns as most people have trained themse […]

Everywhere I Look Online, I See In-App Messaging

Over the past 6 months, I have seen an increasing number of leading online web apps displaying in-app messages. Maybe this is because we provide an in-app messaging solution so I am more attuned to it, but I think, rather, that we are seeing a growing trend. Here are the top use cases that I have seen: 1. Educate about a new feature As Google made its move from Google Apps to Google Drive, some of […]

9 Ways to Use In-Context Messaging

Many of you subscribe to this blog by email and RSS.  Others got here because they saw a link on Twitter.  If so, you heard about this latest post out-of-context.   You were in your inbox, feed, etc. just checking for status or trying to get work done.  You weren't thinking about Apptegic, customer engagement, or in-context messaging...and then here you are.    I'm glad that you are thinking […]

3 Tips for Leveraging Customer Data for Marketing and Sales

Today I had the chance to present at the Direct Response Forum along with Trevor Bass and Melissa Rabasco of Litle and Andrew Lau of Never Shop Alone. We had a great discussion together with the audience about ways organizations are using customer payment data, social data, and behavioral data together to better market to and sell to customers online. What kinds of customer data can a company coll […]

Effective communication must be in-context

Ten years ago, Seth Godin wrote that effective communication with customers must be “anticipated, personal, and relevant.”   I’ve always liked this.   I think another word must be added:  “in-context.”  Effective communication with customers must be in-context.   Let’s imagine a scenario.  I have visited a company’s website and given them permission to contact me about a solu […]

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