Influ2 releases personalization platform for “person-based marketing”

Influ2 has a personalized advertising platform for B2B companies who need account-based marketing. With the platform, marketers can individually target high-level decision makers, such as CEOs and CFOs, and track results to see who specifically clicked on content, how many times they interacted with the content and the time of day when they engaged.

From the release: “Influ2 addresses the flaws associated with account-based marketing (ABM), where the wrong buyers are targeted with repetitive, irrelevant ads,” said Influ2 CEO Dmitri Lisitski. “With B2B marketers expected to spend $4.6 billion in advertising in 2018, Influ2 is re-envisioning the concept of the customer journey to help marketers build direct relationships with individuals who influence marketing budgets and strategies.”

Link: Globe Newswire

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Boxever Engage updated with tools for the airline industry

Boxever has updated its Predictive Personalization Engine with tools for the airline industry. Boxever Engage will allow airlines to take full advantage of artificial intelligence and deliver ground-breaking, 1:1 interactions, including personalized service and recovery communications – that few airline marketing tools are built to accommodate. It will also help with commercial objectives, delivering dynamic pricing and personalized bundles while boosting NPS, ancillary sales, acquisition and retention.

From the release: “We’re entering a new era for customer experience where consumers’ expectations of brands are changing rapidly. They expect to interact on their terms, when and where they want – meaning the traditional linear customer journey will soon be a thing of the past,” said Dave O’Flanagan, CEO at Boxever. “We’ve built Engage to help brands respond to this changing world and the challenges that come with it. It helps them move beyond segments and quickly and easily experiment with 1:1 personalization, as well as integrate artificial intelligence, rules and machine learning. And it does all that with an intuitive UI that lets everyone – from marketer to data scientist – work at a level that suits them. This is a game-changer for any brand looking to lead on customer experience or deliver maximum value from every single interaction.”

Link: Business Wire

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CloudEngage adds segmentation engine to personalization platform

CloudEngage has added a segmentation engine to its personalization platform. It allows marketers to manually create segments based on easily configurable weighted averages, or to generate audience segments based on search terms that brought visitors to a website. Whether a segment is created manually or automatically, this data can be used to optimize web experiences, making a site more relevant to shoppers when combined with the other personalization capabilities in the CloudEngage ecosystem.

From the release: “We’ve become unique in the space in that we’ve taken our prior targeting and content generation expertise and added an incredibly useful audience segmentation toolset,” said Paul Wagner, CEO of CloudEngage. “We also know that a marketer’s time is precious. There’s nothing out there right now that is this capable, yet simple to use. Our partners can quickly deploy highly relevant content tied to visitor interests, prior engagement, location, weather, and more leveraging our built-in campaign creation engine.”

Link: Martech Series

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Bazaarvoice launches personalization tool

Bazaarvoice, creator of solutions reaching in-market shoppers, has released Personalization Data, a tool offering unique shopping data from its network of 5,700 brand and retail websites. Bazaarvoice states that it has visibility into what one in three consumers are shopping for before they arrive on a retailer’s page, and can offer data to spur product recommendations to drive conversion, average order value and revenue per visitor.

From the release: As consumer shopping behavior evolves, delivering personalized shopping experiences is top-of-mind for every brand and retailer, said Gene Austin, CEO of Bazaarvoice. Today, we’re introducing a compelling product recommendations solution based on our shopping data. We’re excited to continue innovating in this area to add personalization capabilities to visual content, product pages and other applications that will give consumers exceptional shopping experiences time and time again.

Link: Bazaarvoice

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Adobe Target adds features for better mobile experiences

Adobe has released a number of features for Adobe Target, its tool for converting personalized experiences. The new visual experience composer for mobile apps makes running A/B personalization experiments with text and images easier; Its batch experience prefetch for mobile apps allows for personalizing the experience whether your visitors are online or off; Adobe’s Node.js SDK opens the door for app builders to optimize their Node.js website or application server-side; and its new mobile experience preview lets you easily perform end-to-end quality assurance on your mobile app.

From the release: “In the personalization era, experience matters. Our product team understands that. That’s why we keep adding innovative features to Adobe Target that let you deliver the personalized experiences that keep your customers coming back and help your business reach new levels of success. For example, our one-click personalization capability in Adobe Target powered by Adobe Sensei lets you tap into artificial intelligence and machine learning to deliver each visitor the experience that wins for them. That feature, Auto-Target, recently won the DMA innovative award for personalization,” said Natalie Lacuesta Byrum, product marketing manager for Adobe Target. “It’s that type of industry recognition that gives me confidence that we’re headed down the right path.”

Link: Adobe Blog

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Evergage acquires MyBuys

Evergage has announced the acquisition of MyBuys, a merchandising products business from digital advertising technology company, Magnetic. This acquisition brings the benefits of broad-scale personalization and the ability to deliver individualized, cross-channel experiences to marketers. Evergage will migrate each MyBuys customer onto the Evergage personalization platform, and bring MyBuys staff (engineering, customer success and technical support) over to Everage. Evergage powers 1:1 personalization across websites, web and mobile apps, onsite search and email.

From the release: “Well-executed, truly personalized experiences are the bedrock of successful customer interactions and long-term customer relationships,” said Karl Wirth, Evergage CEO and author of the book “One-to-One Personalization in the Age of Machine Learning.” “We’re excited to welcome MyBuys’ team members and customers – who share this belief in the critical importance of personalization – and look forward to collaborating and innovating with them to advance our shared vision.”

Link: Evergage Blog

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Personalization: The New Business Imperative

Imagine you’re shopping at one of your favorite clothing stores. As soon as you walk into the store, you notice that your favorite category, button-down shirts, is right up front. Within the button-down shirts display, you find that your favorite brands and colors are front and center. Within seconds you’ve found a few different items you want to try on. As you continue to move through the store, you keep finding items you’re interested in without having to wander too far or dig through racks of merchandise.

The only conclusion that you can draw from this experience is that the store has been tailored personally to your tastes and needs. This sounds impossible, and of course, in the physical world it is impossible to arrange a store to meet the needs of each individual person. In the digital world, however, any site — from any industry — can offer this kind of tailored experience.

Why Personalize?

Infosys found that 74% of customers feel frustrated when website content is not personalized, while Forrester reports that 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. Research like this shows us that consumers are coming to expect personalized experiences from all companies they interact with.

This should make sense to all of us because, as consumers, we have all experienced the benefits of a personalized digital experience. Have you ever spent more time watching videos on YouTube than you expected because the platform kept suggesting interesting content to you? Or have you used Amazon’s recommendations to help you find relevant products among its massive selection of products? Personalization shows us that companies who know and understand us earn our loyalty.

In the very near future, providing a personalized experience won’t just be a nice-to-have or a competitive advantage, it will be a necessity for companies in all industries.

How It Works

The notion that personalization will soon be a must-have may sound ominous, but I don’t think I’m saying anything that marketers don’t already know. For many years I’ve heard marketers talk about their desire to communicate at the one-to-one level with their customers and prospects. The problem isn’t that they don’t want to personalize; it’s that doing so requires sophisticated technology that has not existed in the past. To deliver personalized experiences across channels, you need to be able to:

Track and interpret in-depth behavior

You can’t personalize to an individual if you don’t know anything about that individual — and understanding a person starts with deep behavioral tracking. To do this, a business can add a JavaScript tag to its site, which places a first-party cookie on a visitor’s browser that sends data to a personalization platform. This approach can enable you to capture explicit data such as geolocation and referring source, as well as behavioral data such as what a person clicks on, mouse movement, scrolling, hovering, inactivity and active time spent.

With a powerful personalization platform, all of this data can be analyzed to uncover a person’s affinities (the categories, brands, keywords, authors, etc. that they prefer) as well as his in-the-moment intent.

Pull in other relevant data

Forrester has found that, on average, marketers have customer data stored across 15 different locations in their organizations. As a result, getting a complete picture of an individual will often require pulling in data from outside sources such as a CRM, DMP, data warehouse or email marketing platform. A personalization solution needs to be able to integrate with other solutions in the tech stack in order to pass, pull and push data between systems.

Real-time decisioning 

All of that data needs to be collected, analyzed, and acted on in real time. In other words, in less than 20 milliseconds. Otherwise, data collected in a session won’t be used until a person returns in a later session. He may not ever return to the site, and if he does, that information may be outdated.

Machine learning capabilities 

Machine learning is at the heart of any individualized experience. It allows you to utilize algorithms to determine and deliver one-to-one interactions across a person’s digital experience. Anything from recommending products, categories, brands and offers, to dynamically modifying site navigation, search results, and list sorting is possible with machine learning. Marketers also have to be able to play around with machine-learning algorithms, testing and tweaking them to deliver the most effective individualized experience possible.

Cross-channel 

Customers don’t just interact with a company in one channel. That means that to deliver effective personalization, you must be able to collect data across channels and use it to make decisions about what experience to deliver in each channel…and then deliver it. This means all digital channels such as web, mobile web, mobile app, email, adtech, as well as all “human channels” including call centers, chat, in-store and in-branch.

Analytics and attribution

Finally, effective analytics are critical to any personalization strategy. Marketers need to be able to measure the results of each campaign they run to calculate the ROI of their efforts, as well as continue to iterate and optimize their experiences. That requires the ability to run effective A/B tests with a control experience, measure the impact on multiple different metrics to understand true impact, as well as filter results for different audience segments to get into the nitty gritty of campaign performance.

Looking Ahead

In the early 1990s, Don Peppers and Martha Rogers, Ph.D., foresaw a world of one-to-one personalization in their seminal book, The One to One Future. But the type of individualized experiences across channels I’ve described were simply not achievable with the existing technology at that time. With the machine learning, real-time processing and big data capabilities we have access to today, the one-to-one dream is finally a reality. There’s no excuse not to take advantage of it.

As technology constantly evolves, the world of personalization keeps changing too. Going forward, marketers will be able to bring together more and more data to better understand their prospects and customers and deliver even more precise personalized experiences across channels. I encourage you to take the next steps with your organization today. Become the champion of amazing experiences and great personalized customer engagement in your organization. By doing so, you’ll deliver significant incremental revenue to your business.

To discover more about one-to-one personalization, how it’s evolved and what the future entails, download a free digital copy of my new book, One-to-One Personalization in the Age of Machine Learning.

Karl Wirth is the CEO and Co-founder of Evergage. He is also the co-author of One-to-One Personalization in the Age of Machine Learning, a book described by customer experience luminaries Don Peppers and Martha Rogers, Ph.D., as “a down-to-earth, eminently practical how-to guide.” Prior to Evergage, Karl Wirth spent 10 years as a product and marketing innovator at several companies including RSA Security and Red Hat.

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Manthan adds context-relevant in-store personalization to TargetOne

Seeking to add context-relevant personalization to the brick-and-mortar shopping experience, Manthan’s TargetOne has been updated to include a version for retailers. TargetOne provides personalization by algorithmically processing shopping intents and buying contexts of the customer. Retailers can now send notifications and personalized offers, tailored to customers interests/preferences, before the customer begins her shopping journey or while she is at the store exploring options to meet her requirements.

From the release: “Personalized customer engagement opens up new avenues for retailers and deepens their relationships with customers. This also brings stores back into prominence as customers find new meaning, excitement and relevance in their store visits,” said Amit Rohatgi, Manthan Director of Personalized Marketing Products.

Link: PR Web

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Study: Personalization must tap into relevant data

Qubit, maker of personalization technology,has released its analysis of more than two billion user journeys and 120 million purchases to determine what uplift should eCommerce businesses expect from specific optimization techniques.

The data shows that programmatic and personalization experiences that tap into customer, product, or business data are providing anywhere from 2-to-14 times more incremental revenue per visitor versus traditional optimization efforts, which focus mainly on cosmetic changes such as colors and location of buttons. Conversely, experiences like popups or buttons that take a user back to the top of the page, can even have a negative impact.

“Now is the moment for transparency in our industry,” said Graham Cooke, founder and CEO of Qubit. “eCommerce leaders have to get personalization right when they’re trying to compete against the likes of Amazon, and yet it’s so hard to know what really works. We want every marketer to know precisely what tactics will help them beat the 800-pound eCommerce gorilla, and I invite other vendors in our industry to do the same.”

Read the study here, and visit Qubit on CabinetM.

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Study: Personalization must tap into relevant data

Qubit, maker of personalization technology,has released its analysis of more than two billion user journeys and 120 million purchases to determine what uplift should eCommerce businesses expect from specific optimization techniques.

The data shows that programmatic and personalization experiences that tap into customer, product, or business data are providing anywhere from 2-to-14 times more incremental revenue per visitor versus traditional optimization efforts, which focus mainly on cosmetic changes such as colors and location of buttons. Conversely, experiences like popups or buttons that take a user back to the top of the page, can even have a negative impact.

“Now is the moment for transparency in our industry,” said Graham Cooke, founder and CEO of Qubit. “eCommerce leaders have to get personalization right when they’re trying to compete against the likes of Amazon, and yet it’s so hard to know what really works. We want every marketer to know precisely what tactics will help them beat the 800-pound eCommerce gorilla, and I invite other vendors in our industry to do the same.”

Read the study here, and visit Qubit on CabinetM.

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