PERSONALIZATION 3.

0
Individualized Experiences Delivered in Real Time

THE PROMISE THE PROBLEM

For over a decade, marketers have been promised Forrester also asked marketers “To what extent have the
the power of digital personalization with… following been a challenge to your broader implementation
of personalization?” The answers are not surprising:
■■ Greater relevance
■■ Better customer experiences
■■ Individualized communications
■■ Deeper engagement
■■ Predictive recommendations
■■ Higher conversion rates
cited vendor cited the analytics cited their ability to
integration needed to create dynamically create
It’s not like marketers aren’t interested. In fact, personalized personalized
according to Forrester Research*, 92% of communications content
marketers say their interest in personalization
has increased and 83% say personalization is
critical to their company’s success. *“The Personalization Imperative: Advance To True Real-Time
Personalization To Meet Modern Customer Expectations,” Forrester
Research, July 2014.

THE TECHNOLOGY
Technology vendors have built their entire personalization
strategy on top of databases that were first released over
25 years ago – back when all the data lined up into nice
little rows and columns. And all you had to do was place
your data into that neat structure and query the database
once in a while to get some answers to your questions.
And you could go get a sandwich while you waited for
those reports to run and for the data crunch, and then
come back later for the results.
That’s how prior generations of personalization
technologies worked. Version 1.0 and version 2.0
solutions – still sold today – use a rigid, high latency,
asynchronous approach to segmenting and responding to
user behavior. But our 24/7, global, multi-device,
sub-second attention spans these days have no patience
for yesterday’s approach to personalization.

The great news is that Personalization 3.0 has arrived!

EVERGAGE.COM | INFO@EVERGAGE.COM | 1-888-310-0589

EVOLUTION OF PERSONALIZATION
Personalization has come a long way. Relying on IT or waiting on long development cycles
can no longer be tolerated. Simple rule-based personalization aimed at broad segments
on defined areas of your site is not going to cut it. You need real-time segmentation and
response, flexibility and depth…all in one platform that’s easy to use for the modern marketer.

COMPLETE PLATFORM

Defined areas, flicker issues Anywhere, no flicker

Ask IT or vendor Marketer, do-it-yourself

Data available for future visit Everything available in real time

Limited number, not deep Deep, unlimited number, flexible

Generic, not individualized Yes, individualized 1:1

None Limited, canned reports Real-time, immediately actionable

A/B testing for broad segments Targeted A/B/n testing

Limited, requires long IT projects Comprehensive, out-of-the-box

SEVEN TENETS OF PERSONALIZATION 3.0

Today’s digital marketer must be empowered to act on data – any kind of data, from any
source and lots of it – to deliver relevant, individualized, one-to-one experiences to key
audiences in real time. That’s what Personalization 3.0 is about.

MARKETER-FRIENDLY Do you want to roll out 10 personalization campaigns

Make sure it’s easy to deploy and use
by marketing – without the need for
developers or IT – and fits into the busy
schedule of today’s marketer.
this year or 10 campaigns this month? Want to
wait weeks for reports from IT or see the results
immediately with intuitive dashboards?

DATA-DRIVEN
Conduct real-time segmentation and
analytics based on extensive data
about each visitor/user, including
current and historical behavior, location,
source and profile information.
A frequent visitor from Texas hits the site and you
know from your CRM data that she’s a loyal, high
value customer. Don’t give her the same generic
catalog experience as everyone else and make her
think “Do you even know who I am and what I like?”

EVERGAGE.COM | INFO@EVERGAGE.COM | 1-888-310-0589


REAL-TIME
Respond to visitors in the moment with
instant analysis of the data to deliver
a maximally relevant experience in
milliseconds – without “flicker.”
INDIVIDUALIZED
Allow unlimited rule-based
personalization for segments or
algorithm-based recommendations
and dynamic content for individuals.
ITERATIVE
Conduct highly targeted A/B/n testing
– not just “testing for all” – to iterate
and determine what works for each of
your different audiences.
MULTI-DEVICE
Provide a great experience for each
customer – all the time – wherever they
are, on whatever device they’re using.
INTEGRATED
Connect with the rest of your
technology environment, taking in and
passing back valuable data to optimize
overall marketing effectiveness.
EVERGAGE.COM
A prospect clicks into the Finance section of the site
and reads three case studies on Finance. It won’t
help if, on the next visit (if he comes back), you show
him a related eBook to download. Show him the most
relevant Finance eBook now, and don’t lose your
chance to capture him as a lead.
A new shopper spends over 10 minutes in a particular
product category. A loyal, repeat shopper does the
same thing. They shouldn’t see the same product
recommendations. Help them make a buying decision by
displaying the products best suited to each individual.
Don’t just ask which page converts better in general?
Ask what experience performs best for return visitors
from a particular location or industry v. first time visitors
arriving from adwords v. blog readers who favor a
particular category. A/B testing should be an integral
part of personalization.
If a customer has spent a lot of time shopping for
designer necklaces on her Mac and then returns later on
her iPhone, let her pick up right where she left off! Show
her the items she previously viewed, prioritized by time
spent and optimized for the smaller screen size.
Your 100M user records with 1000 columns of data
should not be on an island separated by an ocean of
time (and IT work) from your website and your deep
behavioral data. Bring it all together in real time for
maximally relevant experiences.
| INFO@EVERGAGE.COM | 1-888-310-0589
EVERGAGE AND PERSONALIZATION 3.0
Evergage provides the only Personalization 3.0 solution
on the market today. Our cloud-based platform empowers
marketers – without the need for IT or developers – to
increase engagement, optimize conversion rates and
improve customer experiences by combining deep
behavioral analytics and real-time segmentation with
one-to-one personalization and targeted A/B testing.
Personalization is the future of digital marketing, and we
believe it should be easy for marketers to understand their
audiences and respond in real time with the most relevant
content and the most engaging experiences. Our clients
delight their visitors, prospects and customers every day,
building valuable relationships that lead to accelerated
revenue growth and higher customer retention.

WANT TO KNOW MORE?

Evergage is passionate about personalization. (Can you tell?) We’ve
developed a unique and comprehensive platform that finally delivers
on the decade-old promises that no other vendor can deliver on.

Let us give you a tour of

Personalization 3.0 and beyond!

EVERGAGE.COM | INFO@EVERGAGE.COM | 1-888-310-0589