Product Overview of Evergage
Evergage, now integrated into the Salesforce Marketing Cloud, is a robust customer data platform (CDP) and personalization solution designed to enhance customer interactions across various digital channels. Here’s a detailed look at what the product does and its key features.
What it Does
Evergage enables businesses to deliver highly personalized, one-on-one customer experiences in real-time. It combines in-depth behavioral analytics, advanced machine learning, and data from multiple sources to create a comprehensive customer view. This allows marketers to tailor interactions with customers and prospects, increasing loyalty, engagement, and conversions.
Key Features and Functionality
Real-Time Personalization
Evergage allows for real-time personalization of content, emails, and other customer interactions based on the visitor’s behavior, preferences, and attributes. This includes personalizing email content at the time of opening, showing different homepages to different personas, and adjusting experiences based on real-time data such as weather and geo-location.
Customer Data Platform (CDP)
The platform gathers, unifies, and interprets customer data from various touchpoints, including websites, mobile apps, web applications, and emails. It creates rich customer profiles by integrating data from existing systems, such as CRM, analytics tools, and other marketing channels.
Behavioral Analytics
Evergage tracks detailed behavioral data, including time spent on pages, hovering, scrolling, and other on-page engagements. This data is combined with product and content contextual data to provide insights into customer preferences and interests.
Machine Learning and AI
The platform uses machine learning algorithms to predict customer reactions and automatically present the best next steps in the customer journey. It includes capabilities such as affinity modeling, white-box recommendations, and real-time segmentation to deliver personalized experiences.
Integration Capabilities
Evergage integrates seamlessly with a wide range of systems, including CRM (Salesforce Sales Cloud, Salesforce Marketing Cloud), Google Analytics, Eloqua, Marketo, and various ecommerce, ad network, and CMS systems. It uses JavaScript/SDK integrations, webhooks, and SFTPs for client-side integration and server-side integration for CRM systems.
Data Enrichment and Orchestration
The platform enriches customer data by adding new attributes and ensures data accuracy through data cleansing. It also orchestrates data across multiple marketing channels, allowing for automated integration and synchronization of data.
Multi-Channel Engagement
Evergage enables businesses to build and deploy personalization campaigns across multiple channels, including websites, mobile apps, web applications, and emails. This ensures a consistent and personalized experience for customers regardless of the channel they use.
Enterprise Controls and Collaboration
The platform supports multiple roles within an organization, including marketing, product management, customer success, and IT. It provides comprehensive learning resources, role-based permissions, and workflow approval processes to ensure quality assurance and appropriate management oversight.
Benefits
- Increased Customer Retention and Conversions: By delivering personalized experiences, Evergage helps in boosting customer engagement and conversion rates.
- Comprehensive Customer Insights: The platform provides a 360-degree view of customer data, enabling better decision-making and targeted marketing.
- Real-Time Responsiveness: Evergage’s real-time capabilities ensure that customer interactions are always relevant and timely.
- Enhanced Collaboration: The platform supports multiple roles and provides accessible learning resources, facilitating collaboration across different departments within an organization.
In summary, Evergage is a powerful tool for businesses looking to enhance customer engagement through personalized, real-time interactions, leveraging advanced analytics, machine learning, and comprehensive data integration.