persona-based marketing

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Is Persona Marketing Obsolete?

Is Persona Marketing Obsolete?

December 3, 2014 by

Persona-based marketing is a practice that has been trusted by businesses for decades. Traditional research firms have relied on buyer personas to plan target markets, craft advertising plans, and drive the development of new products. Personas are the reason why today’s biggest companies have evolved to become what they are today — if you’re in the B2B world, you’re probably working with […]

Announcing Evergage’s New Personalized Experience Management Functionality

Announcing Evergage’s New Personalized Experience Management Functionality

November 25, 2014 by

Evergage’s vision is to make it possible for marketers to personalize the digital experience for each and every visitor and user. Now this vision is achievable! I am excited to announce the launch of Evergage’s new Personalized Experience Management enhancement to our real-time web personalization platform. The capabilities empower marketers to create targeted campaigns to personalize any aspe […]

3 Low-Touch, High-Impact Ways To Delight Your Audiences

3 Low-Touch, High-Impact Ways To Delight Your Audiences

August 8, 2014 by

Word of mouth is a powerful marketing force. According to research from Nielsen, 84% of people trust recommendations from friends and family more than all other forms of marketing. The more people love your brand, the more they’ll talk about it. The more buzz they generate, the more your company grows. This amplification effect  has the potential to accelerate your business’s growth trajecto […]

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 […]

What’s “Real” in Real-Time Marketing? Part 1

What’s “Real” in Real-Time Marketing? Part 1

As digital marketers, we are guilty of throwing around the term “real time” rather callously. In fact, in most cases when marketers use the term real time, the context is really more like near time. On top of that, email marketers often use “real time” and “relevant” interchangeably, as if they mean the same thing. Of course they do not, though real time and relevant are often in cahoo […]

MITX E-Commerce Summit: Data-Driven Personalization Panel

MITX E-Commerce Summit: Data-Driven Personalization Panel

From product recommendations to triggered emails, personalization has been proven to improve engagement and conversion among online customers. Some surveys state that 59% of online marketers experience good ROI after personalizing their online sites. Personalization has been around for a long time, but now ecommerce is leading the way in defining the next generation of customer experience with ric […]

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 […]

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