Evergage - Feed https://www.evergage.comf Real-time behavior-based personalization Thu, 19 Sep 2019 12:52:58 +0000 en hourly 1 Meet the Speakers You’ll See at The Personalization & CDP Summit 2019 https://www.evergage.com/blog/meet-the-speakers-youll-see-at-the-personalization-cdp-summit-2019/ Tue, 17 Sep 2019 13:30:07 +0000 https://www.evergage.com/?p=57023

Keep on reading: Meet the Speakers You’ll See at The Personalization & CDP Summit 2019]]>

The Personalization & CDP Summit 2019 is happening this week, and there are so many amazing speakers lined up to share their experience and expertise with our 300+ attendees. Let me introduce you to them.

Main Stage Keynotes

First and foremost, we have the speakers you’ll see on the main stage during the keynotes. Those speakers include:

Karl Wirth, Evergage

Karl 292x300You’ll hear from Karl, Evergage’s CEO and Co-Founder, throughout the event on the main stage. Karl is passionate about helping businesses deliver maximally relevant 1-to-1 experiences. He’ll be exploring the connections necessary to better understand customers, deepen customer relationships, communicate with relevance, and work more efficiently as a business in his keynote “Connecting in the Age of Machine Learning” (the theme of this year’s event!).

Sheryl Kingstone, 451 Research

Sheryl Kingstone headshot

Sheryl is Research Vice President, Customer Experience and Commerce at 451 Research, a global research and advisory firm. As a recognized thought leader with over 25 years of experience in customer experience technologies, we’re thrilled to have her as a keynote speaker at this event. She’ll be answering the question “What role should a CDP play in the customer experience?” in her keynote entitled “Being Data-Driven in the Experience Economy: Predicting the Future of CDP.”

Throughout Karl’s keynote on Thursday, he’ll conduct a few “fireside chats” with business leaders who are doing great things to connect with their individual customers. You’ll hear from: 

Frank Malsbenden, Berkshire Hathaway Shoe Holdings

Frank is VP/GM of E-Commerce at Berkshire Hathaway Shoe Holdings (formerly H.H. Brown) — and has served as vice president for 15 years. He will discuss how Berkshire Hathaway Shoe Holdings uses machine learning to decide which products and promotions are most relevant to each individual in real time.


Jon Davies, Fidelity Investments

Jon Davies headshotJon is VP of Digital Marketing for Fidelity Institutional Asset Management® (FIAM®), Fidelity Investments’ distribution and client service organization dedicated to meeting the needs of consultants and institutional investors, such as defined benefit and defined contribution plans, endowments, and financial advisors. He will join Karl in a discussion onstage about organizing internally around your customer.

Anna Cole, Carhartt

Anna Cole headshotAnna is Director of D2C Global Digital Platforms at Carhartt. In this role, she manages site operations, user experience, and digital for the Direct to Consumer channel in addition to filling the role of Project Director for mission-critical initiatives. She will talk about how Carhartt engages its customers with a consistent and relevant experience across channels: from its product detail pages, to its search results, cart page and triggered emails.

Karl will then moderate a panel on the main stage called “Leveraging the CDP to Transform into a Customer-Centric Business.” Panelists from leading consultancies will discuss: 

  • How their clients are thinking about the role of the CDP in their organizations
  • What advice they offer businesses as they seek to integrate their customer data with a CDP
  • The importance of cross-channel activation at the 1-to-1 level
  • Organizing for operational success
  • Examples of how their clients leverage the CDP to transform their business to drive deeper and more impactful customer engagement

Participants in this panel include:

Brett Wachter, IBM iX

Brett Wachter headshotBrett Wachter is the North American Lead for IBM’s Distribution Market Digital Marketing Services. He focuses on the integration of marketing, strategy, experience design & content, and multichannel marketing & personalization delivery platforms. Among Brett’s leading accomplishments is the successful end-to-end leadership of the digital transformation and rearchitecture of Hilton Hotels’ worldwide digital experience presence.

Sharad Kansara, Isobar

Sharad Kansara headshotSharad is VP, Data Strategy & Analytics at Isobar, a global digital agency. He has over 15 years of strategic and tactical consulting experience focused on driving digital transformation and helping clients become customer-centric. He leads a cross-functional team and works closely with senior executives across multiple industries to implement highly differentiated business solutions using Data, Analytics & AI.

Craig Howard, Merkle

Craig Howard headshotCraig serves as Chief Solution Architect at Merkle, a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. His team is responsible for the design of marketing technology solutions for all practices.


Greg Hinkle, Evergage

Greg, Evergage’s CTO and Co-Founder, will take the stage on Friday morning to discuss Evergage’s key product updates and roadmap. As our CTO, Greg leads the engineering team and oversees our technology vision. We’re excited for you to see the amazing work our engineers have done over the last year which Greg will share, and hear more about the direction of the platform generally.

Breakout Session Speakers

In addition to the main stage keynote sessions, The Personalization & CDP Summit will also feature 28 breakout sessions across two days covering a range of topics (view the full agenda to decide which sessions you’ll attend).

Speakers in B2C-focused sessions include:

  • Whitney Kaczor, Abercrombie & Fitch
  • Mitch Colgan, BCG
  • Frank Malsbenden, Berkshire Hathaway Shoe Holdings
  • Ambex Bantu, Dillard’s
  • Andre Ortolon, Global Dell Outlet
  • Melissa Roberts, Invaluable
  • Greg Townsend, iProspect
  • Gary Williams, Matalan
  • Brandon Wishnow, Ovative Group 
  • Carole Wood, Venus Fashion Inc.

Speakers in the B2B-focused sessions include:

  • Liz Gill, Buildium
  • Giscard James, CIEE
  • Bobby Martenfeld, Citrix
  • Dennis White, Citrix
  • Sherrie Mersdorf, Evariant
  • Jimmy van der Have, Exact
  • Julia Moss, Imprivata
  • Sunniya Saleem, Quick Base

And in the Financial Services, Program Management & Campaign Design track, speakers include: 

  • Emily Lukasik, Abercrombie & Fitch
  • Luci Geraci, CIEE
  • Jean-Yves Bernard, Development Bank of Canada
  • Jon Davies, Fidelity Investments
  • Terry Kincheloe, UMB Financial Corporation
  • Shankar Narayan, Western Union

The Personalization & CDP Summit will also feature a number of speakers from the many personalization experts within Evergage. Check out this full list of speakers to learn more about those individuals who will take you through two days of amazing content.

We Look Forward to Seeing You at The Personalization & CDP Summit

Each year, this event gets bigger and better (in our completely unbiased opinion) — so this year promises to be the best yet. You don’t want to miss it. And there’s still time to join us! Register on our website. Tickets are $499 each, but we invite you to use discount code SUMMITBLOG to save 40% and attend for just $299. 

See you there!

Personalization Book Blog CTA

Katie Sweet
Demystifying the Customer Data Platform: 5 Things Your CDP Should Do https://www.evergage.com/blog/demystifying-the-customer-data-platform-5-things-your-cdp-should-do/ Thu, 12 Sep 2019 13:45:26 +0000 https://www.evergage.com/?p=57010

Keep on reading: Demystifying the Customer Data Platform: 5 Things Your CDP Should Do]]>

Forget about the marketing technologies you currently use or plan to use for a moment and just think about your customer experience. At the highest level, your customer experience is a factor of all your different data sources (that you use to understand your customers) and each of your channels (that you use to interact with customers). 

The customer data platform (CDP) has emerged as the technology that sits between your data sources and your engagement channels. Its purpose is to take in and make sense out of all your data and then make decisions about how to respond. Evergage’s CEO and co-founder, Karl Wirth, recently presented a webinar called Demystifying the Customer Data Platform to provide a 30-minute primer on CDPs. 

He described the five main actions a CDP needs to be able to take in order to turn data into effective engagement: integrate, understand, decide, engage and analyze.  

demystifying the CDP

In this blog post, I’ll describe the basics of each of those actions, but be sure to check out the full webinar replay for all of Karl’s takeaways. 


Good data is at the core of any good customer experience — especially a personalized one. You can’t deliver a personalized experience if you don’t know anything about the person. But of course, you already know plenty about your customers. That information just lives in many different places across your business so it’s not always accessible to the systems that need it. 

A CDP needs to be able to integrate all of this disparate data together in one place. That means relying on things like: 

  • JavaScript tags and SDKs to collect behavioral data from your website and apps
  • ETL and APIs to incorporate your call center interactions, offline purchases and data from other sources 
  • Out-of-the-box connectors to bring in data from common technologies such as ESPs, MAPs and CRMs
  • Custom connectors that you can tweak to fit your own needs (like Evergage GearsTM), because out-of-the-box integrations may not always account for your company’s unique circumstances

The way the data is brought into the CDP will vary based on the source, but ultimately the CDP needs to be flexible enough to work with all the systems your company uses.


Bringing the data together is just the first data step. Your data doesn’t mean anything to you if you can’t discern what it says about a person’s needs and preferences. Thus, your CDP needs to be able to interpret data to understand a person.  

A CDP brings data together into a unified customer profile for each person (what Karl calls “the beating heart” of the CDP) and stitches and merges profiles together to create one clear picture of every single individual.

Then, it must leverage machine learning to analyze what that data says about a person’s current affinities and preferences (with affinity modeling) and future plans (with predictive scoring).


Once you understand a person, you can rely on your CDP to decide which experience is the most relevant to her. 

This decision is typically made through rules/triggers or machine-learning algorithms. 

With rules or triggers (such as triggered emails), you manually tell the CDP which experience to select once specific criteria are met or when individuals fall into specific segments. For example, you could tell the system to send a push notification to customers within a certain geolocation. In this case, the CDP makes the decision you tell it to make. 

With machine-learning algorithms, you rely on the machine to select the best products, content, offers, promotions, brands, categories, etc. to display a person in any channel based on everything you know about her. For instance, if you have several different promotions to feature on your homepage, an algorithm can determine which is the best for each person. In this case, the CDP makes its own decision. 

Check out our ungated eBook, The Marketer’s Guide to Machine-Learning vs. Rule-Based Personalization for more insight on decision making.


After the decision is made, the experience needs to be delivered to engage the customer in your channels — either through the CDP taking the action itself or passing off the information to another system to take that action.

Of course, the CDP won’t just take action on its own without some kind of direction from the marketer. The ability to build, launch and test campaigns is critical for effective engagement. The CDP must give you the ability to: 

  • Pass segments or 1-to-1 context to other systems
  • Manage your campaigns driven by rules and machine-learning algorithms
  • Test your campaigns and measure the results to continue to optimize 


Finally, beyond looking at the results of your campaigns, you also need to analyze your data to draw out insights about your customer base or business operations. 

Your CDP should give you the ability to slice and dice all of your data in any way you wish. That means allowing you to analyze differences in your segments, leverage business intelligence tools and set up your own data science models. It should also deliver predictive alerts to help you identify any potential issues with your business. 

Final Thoughts

Our advice for businesses researching CDPs is to avoid getting hung up on the terminology and the category and just look for technology that meets your needs. You need a solution that can synthesize all of your data sources into a single picture of each customer, and then act on that information to deliver a relevant and engaging experience across channels — plus analyze that information to draw out insights about your customers.

You want to find a solution that can integrate, understand, decide, engage and analyze — whether it’s called a CDP or not. 

To learn more about how Evergage can integrate, understand, decide, engage and analyze, request a demo today.

CDP Vision White Paper CTA

Katie Sweet
The 8 Marketing Channels You Should Be Personalizing https://www.evergage.com/blog/6-marketing-channels-you-should-personalize/ Thu, 05 Sep 2019 15:00:15 +0000 http://www.evergage.com/?p=18926

Keep on reading: The 8 Marketing Channels You Should Be Personalizing]]>

It isn’t enough to master your marketing communications through one channel if your current or prospective customers engage with you in many different channels. And for most companies, it is pretty safe to assume they are. There will be four connected devices for every person in the world by 2020. There will be 5 billion mobile internet users by 2025. And 58% of total US retail sales will be digitally impacted by 2022 according to Forrester (in other words, some part of the shopping journey will take place through a digital channel).

With so many channels to engage audiences, and with customer expectations growing by the day, the ability to recognize and respond to a single person is critical to future marketing success.

Of course, you can and should personalize any channel in which you interact with customers. But these are the eight you should prioritize.

1. Website

Many digital marketers view their website as their most important channel. Whether your goal is to drive online sales, generate leads or maximize page views, there is typically some action you want a visitor to take while on your site. As a result, many of your online marketing activities are focused on driving traffic there. Given its importance, it’s critical to show each person exactly what they are looking for on your site to drive those conversions or page views. Personalization – whether using rule-based targeting to segments or machine-learning algorithms at the one-to-one level – allows you to do that.

Invaluable — the world’s leading online marketplace for fine art, antiques and collectibles — uses personalization to recommend items for each of its collectors beyond what he or she has viewed in the past. For example, this completely individualized page on the Invaluable site displays a collection of items, artists, auctions, categories and blog articles catered to each person’s tastes.

cross-channel personalization

2. Web App

For subscription-based businesses like SaaS, financial services, publishers and many retailers, the logged-in environment (also called web applications) is often the primary interface for engaging with customers. There is a huge opportunity to personalize the logged-in environment to identify when users need help and direct them to the most relevant resources, drive users to leverage features that can help them get the most value out of the product, identify churn risks and upsell opportunities, and more.

For example, EIG’s HostGator brand uses in-app personalization to reduce customer support inquiries and costs. HostGator identified common technical issues encountered by customers and used personalization to proactively serve up tips and suggestions and the most relevant self-help articles. The company estimates that it redirected thousands of support calls and online chats to self-help options in the first six months.

cross-channel personalization

3. Mobile App

Personalization on mobile devices is much like website and web app personalization: it helps users find the most relevant content, categories and products. But personalization is even more critical for mobile experiences. On a desktop website, visitors can hunt for what is relevant to them. While this is not an ideal situation, the larger screen allows visitors to search through large amounts of information to find what they’re looking for when there’s no choice but to hunt. But the smaller screens of mobile devices make this much more difficult. Marketers need to surface relevant information to mobile users very quickly so users will not give up before finding what they need.

For example, a travel app can share a specific deal only with users who have booked a flight within the past month. Or an e-commerce app can deliver personalized recommendations that boost brand and price affinities to help shoppers find products they will be interested in, quickly and easily. An effective personalization solution can even allow you to build, test and implement various messaging campaigns in your app, without involving developers or waiting for an app store release. 

4. Push Notifications

Push notifications are another important area for personalization in mobile. Push notifications are messages that a company can send a user, provided that user has the company’s mobile app on his phone or tablet. He does not need to be using the app or even using his phone to be sent a push notification. It simply appears on his device and looks similar to a text message or other mobile alert. As such, push notifications are quite effective for reaching your audience.

But when considering push notifications, don’t forget about the close connection people often have with their mobile devices. For many, a mobile phone is the last thing they see before bed and the first thing they see when they awake. As such, mobile users want to feel that they can control what appears on their phone, and they will be quick to change settings to avoid any notifications they find obtrusive.

Any push notification you send should be truly relevant and helpful to the individual receiving it. For example, a news app could recognize that a user generally consumes content about politics and entertainment across both the mobile app and desktop site. The app could send the user breaking news stories in only these two categories — and not, for example, in sports. With fewer, more relevant notifications, the user is more likely to find the push notifications a valuable part of his experience with the app, rather than an annoyance.

5. Email

Email undoubtedly remains a critical communication channel – one used by nearly all businesses today. Many marketers already leverage personalization in their emails to some degree. In fact, we found in a recent study with Researchscape International that email is the most personalized channel. Which is good news because the Radicati Group estimates that in 2019, the total number of emails sent and received a day will reach 293 billion. That number is expected to reach 347 billion by the end of 2023. Cutting through that noise is absolutely critical for all businesses, and ensuring that each of your emails is relevant to every individual you reach is a great place to start. You don’t want to be tuned out.

You need to ensure that your email personalization efforts extend beyond adding in a person’s first name or company. That means delivering emails that are relevant at open time, triggering relevant emails based on a person’s behavior (as in Carhartt’s cart abandonment email example below) or other criteria, and determining if or when to send bulk emails to specific individuals. Learn more about these different types of email personalization in “3 Types of Personalization You Should Be Using to Make Your Emails More Relevant.”

cross-channel personalization

6. Digital advertising

I think we can all agree that the average person is exposed to a very large number of ads each day, more than anyone could realistically absorb. And for a marketer, it can be difficult to stand out among all of this clutter, particularly when the intended audience is focused on another task (such as reading content on a publisher’s site or scrolling through a social network’s newsfeed) when an ad is displayed.

Personalization can help ensure that ads are relevant to each viewer, to better catch each person’s attention. The key to relevant digital advertising is to leverage all you know about a person from her engagement with your brand across all channels. This will ensure that ads are viewed as valuable, relevant messages rather than spam.

With retargeting, you can advertise to the same segments that you communicate with on your website — or any other segment you create. For example, a B2B site can create segments of visitors in specific industries and then target relevant ads to those industries across the internet. A financial services site could create a segment of visitors who had shown an interest in student loans and then target those visitors with student-related ads. Marketers could even leverage their adtech providers to deliver ads to people who are similar to those in their segments via look-alike models.

7. Direct mail

Direct mail may sound a little old-fashioned, especially as our world grows increasingly more digital by the day. But marketers across a variety of industries continue to leverage and drive significant value from this tried-and-true channel. As email inboxes become overrun, mail sent to physical inboxes can stand out. Of course, the same concepts of avoiding “batch and blast” generic messages apply to this inbox too.   

As with other channels, you want to use the data you’ve accumulated about your customers and prospects across touchpoints to reach them with effective messaging through the mail. 

How might companies identify whom to include in direct mail campaigns? A B2B company could mail an invitation for its annual event to known prospects who had engaged meaningfully on its site or spoken with a sales rep in the last six months. An e-commerce company could mail a promotion to shoppers who had made purchases in the past, but not bought anything in the last three months, and were interested in a particular category.

Creative marketers can come up with an endless number of ideas, but the key to success with direct mail is data and segmentation (along with a healthy budget).

8. Human

The human channel is in some ways the most obvious form of personalization, because it’s very easy to provide a personalized experience to a customer when in a one-on-one conversation with him. But at the same time it can be the least obvious form of personalization, as many marketers do not realize that they can use the same principles and the same valuable information that they collect in all of the previously mentioned channels to pass on to call center, online chat, in-store or in-branch associates, or customer success and sales personnel to enable more relevant customer engagement.

For example, a B2B salesperson prospecting into an account can provide a personalized experience too. When preparing for a sales call, she can look into the activity of all visitors associated with the account – including an account’s activity history, preferred solutions, categories and content — to steer the conversation in a relevant direction even before asking any discovery questions.

Final Thoughts

The key to recognizing and responding to individuals across all of the channels lies with the data. You have to bring all of your customer data together in a single place (such as a customer data platform, or CDP) and merge profiles together to form one single profile for each individual. Then you need to be able to act on it to deliver the types of personalized experiences I’ve outlined in this post.

To discover how one-to-one personalization is driven by machine learning, delivered across channels and powered by in-depth customer data, download our full-length book, One-to-One Personalization in the Age of Machine Learning, for free today!

Katie Sweet
Run Custom Reports and Analysis: Introducing the Evergage Data Warehouse https://www.evergage.com/blog/run-custom-reports-and-analysis-introducing-the-evergage-data-warehouse/ Wed, 28 Aug 2019 13:30:17 +0000 https://www.evergage.com/?p=56885

Keep on reading: 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 advanced CDP, Evergage has responded and has met these demands head-on with a new and exciting solution! 

Evergage Data Warehouse

The Evergage Data Warehouse, announced via press release August 15, 2019, represents our latest product advancement, built to address the complex reporting and analytics needs of our customers. It provides a company’s business analysts with access to the rich behavioral, contextual and attribute data collected and maintained in the Evergage platform. Using the Data Warehouse, along with a company’s preferred business intelligence (BI) tool, business analysts can run queries to report on and visualize the data in Evergage in ways that are relevant and valuable to that company. 

There are really no limitations on how companies can utilize Evergage’s Data Warehouse. B2B technology providers can analyze which content assets are the most and least effective at generating the leads that result in profitable downstream business. A retailer can use it to compare the most popular product categories – based on cross-channel engagement – for high-value shoppers in key regional areas during the summer months. These are two examples among thousands. 

Key aspects of the Data Warehouse include: 

  • Rich Customer Data: With the Evergage Data Warehouse, companies can access a treasure trove of rich customer and prospect data. For every visitor, customer and account who engages with your organization, Evergage maintains a unified customer profile where engagement details – as well as a contextual understanding of someone’s digital behavior – is stored. Profiles may also include explicit data collected from surveys, ingested from external sources, or captured with each web visit (e.g. referring source, geolocation, weather, etc.).
  • Catalog & Transactional Data: Evergage also tracks detailed engagement statistics at the product and/or content level, as well as transactional data such as downloads, purchases, adds-to-cart, etc. Using the Data Warehouse, this information can be accessed by business analysts to identify trends and patterns related to their product or content catalogs. 
  • Business Intelligence (BI) Tools: Data Warehouse users are provided with an environment where they can access all of their data in Evergage using a BI tool of their choice (e.g., Tableau, Looker). Using Evergage’s database schema, team members can write queries to analyze data and trends – all in a manner consistent with their unique business needs and goals.  

Final Thoughts

The Evergage Data Warehouse is a powerful solution that’s available to our customers at a modest additional cost. Existing clients should get in touch with their Customer Success Manager to learn more. 

We will, of course, continue to add to and improve upon the extensive reporting capabilities within the Evergage platform. But for customers looking to answer specific questions or do advanced analysis not addressed natively in the platform, we are proud to now offer the Data Warehouse solution. 

To learn more about how you could use Evergage and the Evergage Data Warehouse as part of your CDP and personalization program, request a demo today. 

CDP Vision White Paper CTA

T.J. Prebil
Your Personalized Agenda for The Personalization & CDP Summit 2019 https://www.evergage.com/blog/your-personalized-agenda-for-the-personalization-cdp-summit-2019/ Wed, 21 Aug 2019 16:10:22 +0000 https://www.evergage.com/?p=56851

Keep on reading: Your Personalized Agenda for The Personalization & CDP Summit 2019]]>

The Personalization & CDP Summit is right around the corner. Now in its sixth year, we’re expecting over 300 marketing, e-commerce, customer experience and product management executives, professionals and developers to gather at the Boston Convention & Exhibition Center September 18-20, 2019 to explore the current and future state of personalization and customer engagement.

Registrants from companies like Abercrombie & Fitch, Citrix, Converse, Dell, Dermstore, Fidelity, New Balance, Newegg, Nikon, Quick Base, Venus Fashion, Western Union, Zumiez and many many more have already signed up!

The Personalization & CDP Summit is the industry-defining event for personalization and customer data platform strategy, planning and execution. This year’s theme is “Connecting in the Age of Machine Learning,” and the event will be bigger and better than ever before. 

Attending The Personalization & CDP Summit 2019? Or, interested in joining us? Here are personalized agendas and top things to add to your schedule to help optimize your time onsite. 

Agenda Overview

This year’s agenda covers the hottest topics in personalization and customer engagement. Through a variety of keynotes, panels, workshops, presentations and real-world case studies featuring leaders and practitioners across industries, you’ll learn proven strategies and solutions to solve some of the biggest challenges your company faces. 

Roll up your sleeves as you dive into topics such as:

  • Bringing data sources together to create a single picture of each prospect or customer 
  • Making the most of your data within a customer data platform
  • Delivering individualized experiences across web, email, mobile, advertising and in-person channels
  • Discovering successful strategies for personalization campaign development and execution 
  • Enabling developers to support business users with templates, integrations, custom components and more

The agenda features something for everyone including executives, campaign managers, strategists, data analysts, and developers!

Your Personalized Agenda

With four unique tracks per day and 30+ total sessions to choose from, it’s going to require careful planning to get the most out of the two jam-packed days. No worries! We’ve crafted personalized agendas by vertical or persona to help optimize your time onsite at the event.

Personalization & CDP Summit 2019

Personalization & CDP Summit 2019

Personalization & CDP Summit 2019

Personalization & CDP Summit 2019

Personalization Summit Agenda

Can’t Miss Keynotes

We also have to mention the fantastic keynote sessions we have lined up! Our keynote speakers this year will be addressing the challenges marketers face in building real human connections in the digital age. They’ll offer tips and best practices for successfully leveraging customer data, machine learning and more.

  • Connecting in the Age of Machine Learning, Keynote by Karl Wirth, CEO and Co-founder at Evergage featuring guest speakers from Carhartt, Fidelity Investments and Berkshire Hathaway Shoe Holdings  
  • Building Authentic Relationships in a Digital World by Abhishek Dalmia, Managing Director and Partner at The Boston Consulting Group
  • Being Data-Driven in the Experience Economy: Predicting the Future of CDPs, Keynote by Sheryl Kingstone, Research VP of Customer Experience & Commerce at 451 Research

You’ll walk away from these keynotes well-prepared to face the future of marketing. 

1-on-1 Training and Strategy Sessions

In between sessions and during networking breaks, be sure to grab some time with product experts in the Evergage LearningLounge. Schedule time in advance and enjoy a one-on-one deep dive to discuss your company’s pain points and receive complimentary advice on next steps.

And if you’re an Evergage customer, enjoy exclusive access to the Evergage Client Operations team during LiveLab hours. Interact with the team that gets it all done behind the scenes. Consider this the Evergage “Genius Bar.” Bring your challenges and get concrete solutions.

Networking Opportunities

Party at Boston hot spots during Summit! Don’t miss this year’s Welcome Reception on Wednesday evening, September 18th at Legal Harborside to kick off Summit. Enjoy waterfront views, indulge in hors d'oeuvres and sip on cocktails as you mingle with peers, conference speakers and the Evergage team.

On the first official day of the event, September 19th, engage in morning and afternoon networking breaks, roundtable discussions during lunch, and an early evening cocktail reception to celebrate the conclusion of Day 1 at Lawn on D, right next to the convention center. The networking continues the next day too with breakfast, a morning break, lunch and a closing reception in the afternoon.

Join Us for the Event!

Don’t miss out! Register today and visit The Personalization & CDP Summit page for more information on the agenda, speakers, venue and more! 

Tickets are $499 each, but we invite you to use discount code SUMMITBLOG to save 40% and attend for just $299. Want to save even more? Contact the Evergage Summit team for group rates. 

Questions, suggestions, comments? Contact the Evergage Summit team!

Personalization Book Blog CTA

Cara Sidoti
Personalization Inspiration: How Top Brands Think About Personalization https://www.evergage.com/blog/personalization-inspiration-how-top-brands-think-about-personalization/ Fri, 16 Aug 2019 13:45:12 +0000 https://www.evergage.com/?p=56821

Keep on reading: Personalization Inspiration: How Top Brands Think About Personalization]]>

The world is becoming increasingly more personalized. If you take a look around, some of the most effective marketing campaigns are those which cater the messaging directly to you. We define personalization as the act of tailoring an experience or communication based on information a company has learned about an individual. This definition presents a seemingly unlimited number of ways to implement personalization, so how do you know which direction to take your own personalization program? 

Start by drawing inspiration from the way some top brands are thinking about and leveraging personalization. I’ve compiled a few notable quotes from executives at some of the most influential companies in the world as they discuss how they have successfully used personalization in recent campaigns.

Personalization drives increased engagement for Spotify

While known for its personalized experiences, even Spotify continues to experiment to drive better results. We all know that Spotify delivers individually tailored playlists, but it also regularly curates playlists that traditionally were not personalized. The team shared what happened when it tested personalizing those curated playlists:  

Our editorial team makes thousands of playlists... But we know that everyone’s taste is different, and songs that one person may want to sing in the shower just might not make sense for everyone else. (We’re sure you can relate.) That’s why we’ve punched up our playlist ecosystem to make sure every listener is able to find the perfect song for each moment… Some playlists will now be personalized for each listener based on their particular taste. This means that for those specific playlists, no two will be the same.

When we tested this new system with some of our listeners, we found that they were much more likely to listen longer. Plus, these personalized editorial playlists increase the number of artists featured on playlists by 30% and the number of songs listeners are discovering by 35%.

We found that, after discovering a song through a personalized editorial playlist, the number of listeners who then seek out the track on their own for repeat listens is up by 80%. In fact, the average number of times a listener saves a track is up 66%—all of which is good news for artists.

The Spotify team (via a blog post) 

Starbucks uses its loyalty program to drive personalization

Starbucks uses a combination of its digital channels and its loyalty program to get to know its customers better, personalize their experiences, and drive in-store sales growth. Speaking to that growth, Starbucks’ CFO said: 

What we have driven over the past several years is significant growth and... almost all of our same-store sales growth [is] from those customers that we have digital relationships with and those that are in our Starbucks Rewards program, and last quarter those grew 11%. They are growing their spending rate somewhere between mid- to high-single digits. So you are getting both revenue per customer growth and the number of customer growth.

...Most of that growth is coming from personalization, but we have really only been capturing spend data and learning about spend data for a couple of years now. So we are pretty early on in the optimization of that process.

Scott Maw, Chief Financial Officer, Starbucks (at JP Morgan event via Loyalty 360)

Macy’s combines digital and in-store channels

Bringing online and offline channels together is a key goal for many retailers. When describing Macy’s approach to bringing personalization into this process at Mobile Marketing Association’s Impact conference, Macy’s Chief Digital Revenue Officer said: 

One out of two Americans have shopped in a Macy’s in the last year, yet we know our front window is a mobile device and we can make it a smarter, more dynamic and more inspirational experience than retail by tailoring it to individual customers needs… As [the customer] uses the mobile app in-store, we’re also customizing that experience to better serve her. In-store Mode is the key [to] connecting the customer with her local Macy’s... We’re also working to provide her with relevant in-store savings and offers based on her location in the store. So actually knowing what department she’s in, we’re tailoring personalized offers to her, helping to further personalize her shopping trip.

Jill Ramsey, Chief Product and Digital Revenue Officer, Macy’s (via Geo Marketing)

One size does not fit all for CVS

CVS shows us that personalization isn’t just for retailers or tech companies — its importance extends to healthcare. When describing how CVS Health is planning to use customer data to help customers navigate their “health journeys,” the CEO of CVS said: 

We're seeing the evolution of personalized care with a greater recognition that one size does not necessarily fit all patients. Advances in technology and the proliferation of personalized data through the increased use of genomics and wearable technology had made analytics a very important complement to provider health care decision-making. 

Larry Merlo, CEO, CVS Health (at CVS Analyst meeting via ZDNet

And, of course, CVS’s focus on personalization extends to its marketing practices as well. Originally launched in 2013, CVS’s personalized circulars are still a staple of its marketing today: 

Our 'What's Your Deal?' campaign is a tongue-in-cheek way for us to unveil the savings revolution that is myWeekly Ad, where we've created a personalized circular that is as unique as each of our customers. CVS/pharmacy's myWeekly Ad is a convergence of technology and customer insights that revolutionizes savings. It acts as a matchmaker for our customers and their best deals.

—Rob Price, former Chief Marketing Officer, CVS/pharmacy (via press release)

TripAdvisor combines personalization with social connectedness

Last year, TripAdvisor announced a major overhaul of its website experience with a focus on social communities and personalization. According to its press release, “when a member logs onto the TripAdvisor app or site, their homepage transforms into a personalized feed of information. When searching a particular destination, the feed automatically narrows the scope of the information displayed to that particular geographic location.” TripAdvisor’s CEO said of this new approach: 

TripAdvisor is poised to disrupt the travel industry once again as we create a more personalized and connected community. The new TripAdvisor is the one travel site that brings together social-assistive tools, amazing content and our existing booking capabilities to merge the joy of planning and discovery together into a single experience. We are assisting our members at each step of their journey as we become a more personalized, inspirational and useful TripAdvisor.

Stephen Kaufer, CEO & co-founder, TripAdvisor (via press release)

Final Thoughts

Leading brands are thinking about or already leveraging personalization to benefit their customers and their organizations. The ones described here are going beyond the traditional to deliver truly innovative customer experiences. Hopefully, learning a little about what they’re doing provides some inspiration for personalization campaigns at your organization.

To learn how Evergage’s personalization and customer data platform can help deliver innovative customer experiences for your company, request a demo today.  

35 ways CTA

Elizabeth D'Agostino
Gartner’s Critical Capabilities for Multichannel Marketing Hubs, 2019 https://www.evergage.com/blog/gartners-critical-capabilities-for-multichannel-marketing-hubs-2019/ Tue, 13 Aug 2019 18:00:40 +0000 https://www.evergage.com/?p=56779

Keep on reading: 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 the default weightings, Evergage’s scores were as follows:

  • 3.13/5 for Campaign Creation (putting us in the 6th position, with the highest scoring vendor receiving a 3.67)
  • 3.02/5 for Campaign Orchestration (putting us 7th, with highest scoring vendor receiving a 3.64)
  • 3.04/5 for Campaign Execution (putting us 7th, with highest scoring vendor receiving a 3.64)
  • 3.04/5 for Campaign Measurement (putting us 6th, with highest scoring vendor receiving a 3.40)

Given it’s the first time Evergage has been included in this annual study, we’re pleased with our performance.

Report Analysis

The nine categories of capabilities in the new report are: Ad Management, Advanced Marketing Analytics, Basic Marketing Analytics, Campaign Workflow, Customer Profile Management, Event Triggering, Marketing Channel Support, Personalization, and Real-Time Decisioning.

To assist clients in using the report, Gartner created the four distinct use cases mentioned above (Campaign Creation, Campaign Orchestration, Campaign Execution and Campaign Measurement) and weighted each of the nine critical capabilities for those use cases.

For example, for the Campaign Orchestration use case, here’s what Gartner’s default weightings look like for each of the capabilities:

Gartner’s Critical Capabilities for Multichannel Marketing Hubs

To further help clients evaluate vendors on the criteria that are most important to them, Gartner provides an easy-to-use, interactive tool that allows you to adjust the weightings of the critical capabilities. Doing so re-orders the list of vendors based on what's most important to each company. For example, Personalization is weighted more for the Campaign Creation use case than for Campaign Measurement use case, which has a greater emphasis on Advanced Marketing Analytics.

Versatile Platform 

We believe Evergage’s scores in Gartner’s Critical Capabilities for Multichannel Marketing Hubs report is a recognition of how well-developed our platform is and its ability to address the needs of customers across industries and use cases. We encourage existing Gartner clients who are evaluating multichannel marketing hubs to utilize this new research. And, even if you’re not a Gartner client, you can download a complimentary copy of another related report, Gartner’s Magic Quadrant for Personalization Engines, 2019, which we are licensed to distribute.

Gartner, Critical Capabilities for Multichannel Marketing Hubs, Noah Elkin, Benjamin Bloom, Colin Reid and Joseph Enever, 29 July 2019

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

ultimate planning guide ebook cta

T.J. Prebil
How to Use Qualitative Research to Kickstart Your Segmentation Process https://www.evergage.com/blog/use-qualitative-research-kickstart-segmentation-process/ Fri, 09 Aug 2019 14:30:33 +0000 http://www.evergage.com/?p=10893

Keep on reading: How to Use Qualitative Research to Kickstart Your Segmentation Process]]>

Segmentation is all about grouping people together based on shared traits, and it plays a critical role in helping a company better understand and respond to its customer base. 

Companies often use segments to identify the needs of one customer group over another to help them figure out their target markets and refine their messaging. They use them to understand the differences between people that convert on their sites and those that don’t in order to identify tactics that will drive more engagement or conversions. They use them to deliver different experiences (website messaging, email copy, etc.) to different groups of people. And much more.

But how do you decide which segments to create and use in your organization? Some segments may immediately come to mind for you: you want to look at enterprise vs. small business prospects, shoppers from the US northeast vs. the west coast, customers with a checking account vs. a mortgage. But other times you’re not sure which segments to look at. 

You could turn to predictive segmentation, which relies on machine learning to sift through all of your customer data to spot meaningful differences between groups of people. This process takes some of the guesswork out of segmentation and can help you spot patterns you may not think to look for.

But you should also leverage qualitative techniques that are based on interviewing or speaking directly with customers to give you direction on your segmentation strategy. In this blog post, I’ll describe how to get started with that type of qualitative segmentation.

How to Get Started with Qualitative Segmentation

The first step is to define your research goals. What question(s) are you trying to answer? Do you want to improve your messaging and identify which messages appeal to certain groups? Are you looking to understand the product needs of different customers? Are you hoping to understand communication preferences among different groups? Lay out your direction by identifying the questions you have. 

Next, create groupings of the types of people you want to interview and why. Are you looking to speak with prospects, customers, or shoppers? Are they in your loyalty program or target customer email list? Consider these initial groupings to be the basis for your segmentation strategy.

For each of these groups, design an interview guide. Make sure there’s a reason behind every question you’re asking (apart from “that’s interesting”) so that you don’t waste anyone’s time. As a general rule of thumb, the questions you ask should be open-ended enough for your interviewees to share compelling stories about themselves. Here are a few question ideas:

  • What are some key goals that you’re looking to achieve when you’re on our site or using our product?
  • What are some pain points that you regularly face?
  • What resources or information are you looking for?
  • What are some ways that you’re using our product?

Once you have your interview guide in place, define your method for conducting interviews. Remote conversations are likely the most cost-effective and will give you access to a wider base of interviewees. In-person meetings will maximize the levels of human interaction in your conversation but are not always practical. In an ideal world, you’d use a mix of these qualitative research techniques. Regardless of your method, you’ll want to cover your bases with the following resources:

  • A tool for recording your interviews (i.e. screen capture software, a webcam, your smartphone, an audio device)
  • A means to transcribe your interviews into a shared document that you can analyze collaboratively with team members
  • A notebook so that you can jot down your thoughts, especially for in-person meetings

How to Apply Qualitative Research to Your Segmentation and Personalization Strategy

Next, use what you’ve learned in your qualitative research to identify a few segments to pursue. Here are some specific steps that you can take:

1. Decide on your segments

Using the insights you’ve uncovered, decide on your key segments. What similarities in goals/pain points/needs/attitudes came through in your interviews? What natural groupings emerged? 

Outline what’s important to each segment and what makes them unique. Indicate which aspects of your messaging are likely to appeal to them, which products or features are the most valuable to them, what channels they regularly use, etc. 

2. Create your segments with data

Your segments won’t be much use to you if you can’t identify which people fall into which segment. So don’t forget to think through how to identify your segments within your data. 

For example: 

  • If you’re targeting a segment of people who all share the same pain point, you can create a segment of website visitors who have all visited a webpage or viewed content addressing that pain point. 
  • If you’re targeting different industries or locations, you can identify visitors when they land on your site with reverse IP lookup
  • If you have any person-to-person interactions through a call center or salesperson, that person could manually select which segment the person falls into based on their conversations.
  • If there’s no way to segment people with the data you have (like when you segment customers or shoppers based on their attitudes, hobbies, etc.), you could ask a short question of website visitors and segment them based on their answers. 

At this stage, you should also validate your qualitative segments with quantitative data when you can. Once you’ve created segments in your personalization platform, see what size those segments are. If one segment is very small, consider whether the goal you have in mind for that segment is worth it. If your small segment is particularly high-value, it could be a good idea to keep an eye on that segment to identify what differentiates those customers from others. But if you want to design specific website experiences for a small segment of people, the level of effort may not be worth the impact (you may want to look into machine-learning algorithms to scalably deliver 1-to-1 experiences instead).

3. Put a plan in place for each segment

Next, decide how you plan to use the segments you created. Your research should have surfaced what’s important to each segment and how they differ from other groups. You can use that understanding to:

  • Create more compelling content targeted to specific personas
  • Draft different headlines or pick particular imagery for each segment to experience on your website
  • Craft more compelling emails and send them to each segment
  • Target more relevant digital advertising 
  • Deliver more effective onboarding experiences within your SaaS application or other logged-in experience
  • Tailor promotions to different groups via email or on your website

Learn more about how to use segments in your personalization strategy in this blog post “What Is Customer Segmentation?

4. Continuously analyze your segments

Now that you plan to regularly segment customers and prospects according to these new criteria, continue to analyze all the differences you can about those segments through data. Do they respond to the tailored messaging, promotions, etc.? Does their behavior tell you more about their needs/pain points than you learned in your interviews? 

Use this new information to continue to refine and improve your segmentation strategy and campaign tactics.

Final Thoughts

If you’re not sure where to start with segmentation, talking directly to your customers and prospects is always a great place to begin. Use these tips on qualitative segmentation to help you identify different groups of people you should target in your marketing and customer success strategies.

To learn how Evergage can help you with segmentation and more, request a demo today.

Katie Sweet
How to Optimize Your In-App Messaging Strategy https://www.evergage.com/blog/how-to-optimize-your-in-app-messaging-strategy/ Wed, 07 Aug 2019 14:45:12 +0000 http://evergage.com/?p=8312

Keep on reading: How to Optimize Your In-App Messaging Strategy]]>

Software marketers spend lots of time and energy finding potential customers, driving them to their sites and encouraging them to convert to leads or free trials and eventually become paying customers. But once a person or account becomes a customer, there may be a steep learning curve. Users will not immediately know everything about your product or service . Ideally, a customer success or support representative would provide every customer with personalized onboarding and be there to assist in their moments of need, but that’s not usually feasible. That said, users shouldn’t be expected to effortlessly navigate your app or logged-in experience without any assistance — that’s where in-app messaging comes in.

With in-app messaging, companies can target messages to customers in real time as they use their product or service. In contrast to push notifications, which allow companies to reach users outside of the app, in-app messaging serves to guide users and improve their experience while they are logged in. Good in-app messaging is highly contextual and strives to deliver relevant, helpful information for the user.

In this blog post, I’ll show you how to take advantage of or optimize your current use of in-app messaging by leveraging customer data, focusing on solving problems in the moment, and picking the right moments to do so.

Use your data

Marketers can accumulate a wealth of data about their users from a number of different sources including app usage, behavioral tracking, CRM, marketing automation, and more. When that data is brought together (often in a unified customer profile), you can use it to ensure your in-app messaging is tailored to each individual.

Use your data to identify each customer’s preferences or goals. Then, simplify the user’s experience by personalizing your in-app messaging as much as possible, providing a real-time, 1-to-1 experience.

For example, you can identify the user’s industry, intent, or planned usage of the product either from their behavior on your site during their research process or from their interactions with your sales team. Then, you can deliver an onboarding tour targeted to that industry or use case.

In this example, the app offers step-by-step onboarding that is personalized based on actions taken/not taken to help new users get started with the product and achieve success.

in-app messaging

Focus on solving problems in the moment

Be proactive! Don’t let customers get lost in your app and become frustrated. Instead, drop useful tidbits of guidance along the way.

Take a look at your support tickets, analyze customer behaviors in your app, and talk to your customer success and support staff to understand the common points of friction or confusion users experience in your product. Then, target a message to help people experiencing such problems in real time. Use the opportunity to answer a common question, direct them to your help content, etc. 

In this example, HostGator displays an in-app message to users as they attempt to perform an action on the site that regularly created issues in the past. HostGator delivers the message in real time to get ahead of those issues. 

in-app messaging

You could also display a message if a person spends longer than expected completing a task. In the example below, the site seamlessly directs users looking to transfer funds to the appropriate FAQ page for help.

in-app messaging

Pick your moment

Timing is everything. You don’t want to send a user the right message at the wrong time. You have to deliver the appropriate content in the moment. Upsell and cross-sell messages especially need to be timed correctly to be effective and not perceived as annoyances to your paying customers. 

Make sure you pick the right moment for any message in which you’re asking something of your user. If you’re asking them to take a survey or review your product, don’t prompt them with such a request the first time they log in. If you’re promoting an offer, make sure you display it to users who could actually benefit from it when they’d be most receptive to it.

For example, iPage, which provides web hosting and domain registration, leverages an in-app modal with an upgrade offer to users who are good candidates for the upgrade based on their actions. Compared to a control group who did not receive the in-app offer, the company saw a 71% increase in conversions.

in-app messaging

Final Thoughts 

No one likes annoying, irrelevant pop-ups and ill-timed messages — especially when you’re just trying to use an app to get something done. They distract and potentially disrupt users from a pleasant and productive experience. Rather than interrupt, in-app messaging should be treated as a coveted opportunity to educate and build a relationship with your users. 

Once you’ve completed the difficult task of winning a new customer, remember to add value with relevant, personalized messaging. 

If you use your customer data wisely, focus on solving problems in the moment, and pick your moments well, you have the basis for an effective in-app messaging strategy.

To learn more about how Evergage can help drive your in-app messaging, request a demo today.

taking cutomer success ungated ebook cta

Elizabeth D'Agostino
Identity Is the Foundation of Modern Marketing: How to Get Started https://www.evergage.com/blog/identity-is-the-foundation-of-modern-marketing-how-to-get-started/ Wed, 31 Jul 2019 13:30:02 +0000 https://www.evergage.com/?p=56744

Keep on reading: Identity Is the Foundation of Modern Marketing: How to Get Started]]>

The era of mass marketing is long over. Marketers today are looking to understand their customers at the individual level and respond to them with relevant information or experiences. 

But in a multi-device world where one customer can interact with a company multiple times across multiple channels within one single journey, understanding the identity of each individual is essential. 

To address this topic, we recently hosted a webinar entitled “Understanding Customer Identity Across Channels,” presented by Carter Bradford, President of Precocity, and Matt Thompson, Senior Director of Partnerships at Evergage. In the webinar, Carter provided this definition of identity resolution: 

Identity Resolution is the process of connecting all consumer identifiers, both online and offline, to a single individual.

Be sure to watch the full webinar replay to learn more about what identity resolution is, the challenges marketers face as they undertake it, and how to address those challenges. 

In this blog post, I want to outline a few of the steps Carter laid out to get started with identity resolution.

1. Develop your overall customer data strategy

Before you get started, you need to figure out your strategy. Each company is different, so there’s no single strategy that Carter or Matt recommend. 

You can start by getting relevant parties in a room and asking a lot of questions. What data sources do we have? What technologies do we currently have that collect and store customer data? What does our current view of identity look like? What identifiers do we have? What do our current customer data processes look like? Who is involved? What do we ultimately want to do with our customer data? How are our current technologies handling our data and what are the gaps between our current state and our ideal state? 

As you ask and answer questions like these, you’ll have a better idea of what your needs are. Then you can start outlining a path forward to address those needs.

2. Identify a handful of key use cases

Once you’ve got your strategy laid out, start getting more specific. Outline several key areas in which you plan to use your view of individual identity so that you can start with your end goal in mind.

These use cases will likely be examples of personalization in action — the act of tailoring an experience or communication based on information a company has learned about an individual. You don’t just pull all of your data together for fun, you do it so that you can use it to provide a better experience for your customers. 

By laying out the ways in which you plan to provide that better experience in advance, you can make sure you’re headed in the right direction. 

The webinar offered some great examples of use cases you may want to consider, so be sure to check it out for some initial ideas.

3. Start with deterministic matching

As described in the webinar, when creating a single picture of a person’s identity, there will be a certain amount of stitching and merging profiles together as data is brought in from multiple sources and customers interact with you with or without identifying themselves. There are two main ways to stitch profiles: deterministic and probabilistic matching.

Carter recommends you start with deterministic matching, as he considers it table stakes for any identity resolution program. With deterministic matching, a system stitches profiles together based on clear, unique identifiers such as system ID or email address. For example, if a person visits a site multiple times but never identifies himself by making a purchase, registering for a webinar, signing up for a newsletter, etc., his profile remains anonymous. The first time he does provide his email address, the system recognizes all of his past sessions that took place with the same cookie, and stitches his anonymous profile together with his new identified profile.

Once you have deterministic matching under your belt, you can begin considering probabilistic matching, which has its pros and cons. The webinar offers more detail on both approaches.

4. Understand and weight identity signals

An identifier is a data point that allows you to recognize a specific person. You likely have a number of identifiers within your organization — some more valuable or more accurate than others. You may have cookies, name, loyalty ID, email address, physical address, etc. 

You need to assess how you weight each of these identifiers and how you’ll tell your technology (often a CDP) how to react to each one.

For example, a phone number collected at the register may not always be accurate. In the webinar, Matt and Carter told the story about how they often hear that store associates type in 555-5555 when asked for a phone number just to keep the check-out line moving. If that’s the case for you, you don’t want to end up with hundreds of customers stored under one profile based on that one incorrect phone number. 

In contrast, a physical address entered by a customer for an online order is likely to be quite accurate, since the customer wants to enter the correct address to ensure her package arrives to the right place. However, a physical address can be shared by multiple individuals, so it’s not always clear as to whether all data belongs to one person, or multiple people within the same household.

Each company has its own considerations, so think through your identifiers and how you will value each one going forward.

5. Carefully consider compliance

When dealing with identity, compliance is an area you can’t ignore. Before you get too far into this process, make sure you’re well-versed on the laws (e.g. GDPR) and general ethical considerations around using customer data. 

There are a lot of different ways you can use customer data, but as Carter said in the webinar, “just because you can doesn’t mean you should.” Always keep the end customer experience in mind and don’t do anything with a customer’s data that doesn’t ultimately improve that person’s experience.

6. Define success criteria and key metrics, continuously evolve and refine

As with any business initiative, you need to carefully consider how you will measure success. Track these metrics over time to judge the effectiveness of your program and make changes to improve. For example, you can weight identifiers differently, address data quality concerns, tweak personalization campaigns, etc. and note the impact those changes have on your KPIs to improve your effectiveness.

7. Carefully consider tools

Finally, you need to be sure you’re using the right tools to make all of this happen. Keeping track of individual identity and responding to each person in a relevant way cannot be done at scale without technology. 

Each company’s needs are unique, so each company needs a unique combination of tools to accomplish their goals. When looking at companies that will be managing your customer data, you want to look at those who will be long-term partners for you. So don’t take this step lightly. 

Use Publicis Sapient’s new CDP RFP template as a starting point to help you work through the questions you should ask of prospective vendors. 

Final Thoughts

In the webinar, Carter said that “Identity is the foundation of modern marketing.

This is because, as customers demand personalized experiences, we need to be sure that we know them well enough to speak to them as individual people. If you try to personalize an experience based on a flawed understanding of a person’s identity, you’ll have seriously missed the mark and delivered a very bad experience. 

It’s time to start thinking about how you resolve identities in your organization. Watch the webinar replay for a lot more detail on this topic, and request a demo today to learn more about how Evergage could be the technology partner to help. 

CDP Vision White Paper CTA

Katie Sweet