Evergage has authored First-Ever Industry Resource, Titled ‘One-to-One Personalization in the Age of Machine Learning’
Evergage, a real-time personalization platform company, announced the availability of its newly published book, “One-to-One Personalization in the Age of Machine Learning,” authored by Evergage CEO Karl Wirth and Katie Sweet, Evergage’s content marketing manager.
Available on Amazon and as a free download through Evergage, the 175-page book is a first in its field, explaining why businesses today need to deliver individualized experiences to their audiences across channels, and providing detailed examples and best practices to make the one-to-one personalization dream a reality.
Gartner reports that by 2018, organizations that have fully invested in all types of online personalization will outsell companies that have not by more than 30 percent. For modern marketers, personalization cuts through the clutter even as irrelevant and ill-timed marketing messages ceaselessly bombard buyers today. Personalization improves customer experiences and increasing conversions.
Yet, even though nine of out 10 marketers agree that their customers expect personalized experiences, they often fail to deliver, with more than half of marketers noting the industry isn’t getting personalization right (Researchscape International).
Evergage’s book shares —
- Why businesses need to care about personalization
- The evolution of the Internet toward personalization
- How machine learning enables real-time, one-to-one individualized experiences
- How to plan for personalization campaigns
- How and why to personalize across channels – website, web app, onsite search, mobile web, mobile app, in-store, contact center, etc.
- The future of personalization
Asim Shaikh, senior eCommerce manager, Lenovo, said, “Once shoppers have a taste of personalization – be it through Amazon, Spotify, Netflix, etc. – they come to expect this kind of experience, as a baseline, across all their interactions with other companies too. They should – and we need to rise to this challenge. I’ve often thought it would be great if someone wrote the book on how to deliver stellar personalized experiences, and we’re very excited that Evergage, quite literally, has. Karl’s vision and passion for personalization were truly noticeable throughout the book.”
Ever since customer experience experts Don Peppers and Martha Rogers, Ph.D., published the prescient book, “The One to One Future,” in 1993, marketers have dreamed of, as the authors predicted, “using the new media of the one-to-one future… to communicate directly with customers, individually, rather than shouting at them, in groups.” Still, one-to-one personalization – with experiences uniquely tailored to each individual, wherever they engage with a brand – has remained frustratingly elusive: a pipe dream for more than a quarter century. But thanks to machine learning – where computers process vast quantities of data, in milliseconds, to make the best decision about what to show each person – companies of all sizes can realize this dream affordably and at scale.
“Technology now lets us personalize each individual customer’s experience, both online and off, whether we have hundreds of customers or hundreds of millions,” Peppers and Rogers said. “And with ‘One-to-One Personalization in the Age of Machine Learning,’ Karl Wirth and Katie Sweet have given us a down-to-earth, eminently practical how-to guide for succeeding in today’s world of predictive analytics, AI and ubiquitous connectivity.”
Sheryl Kingstone, research director for customer experience and commerce at 451 Research, said: “When it comes to personalization, machine learning is changing the game. But for marketers, there’s still a lot of confusion around the term – how it works, the data that powers it and how businesses can take advantage of it, without ceding complete control. As personalization moves from a competitive differentiator to a business imperative, marketers need resources to get it right. This book sheds light on important concepts, and empowers marketers to create and measure successful campaigns.”
“Up until recently, one-to-one personalization didn’t truly exist. Companies were able to personalize only at the one-to-many level: that is, delivering a single experience to groups of people with similar characteristics – who may or may not be all that similar,” said Wirth, the book’s lead author. “For example, a company might have featured a particular promotion to all first-time visitors while hiding it from all return customers. But machine learning opens up so many possibilities for individualized and more effective engagement – with the ability to act on someone’s rich behavioral and profile data within milliseconds. That same company, for example, can now highlight content or products that will appeal to each individual visitor – based on that person’s affinities for categories, keywords, tags and more – and even tailor navigation, search results and email content to be relevant at the individual level.
“For personalization to deliver the most benefit, it must be truly individualized and cohesive across channels in real time. With this book, we want to help B2B and B2C marketers better understand machine learning and, together, raise the bar for personalization – so companies can delight their customers and grow their business.”
Currently, Evergage delivers The Power of 1, enabling digital marketers to transform the dream of 1:1 customer engagement across channels into reality. Combining in-depth behavioral analytics, a full customer data platform and advanced machine learning, Evergage provides the one solution you need to systematically understand and interact with each person that visits your site or uses your app – one at a time, “in the moment” and at scale – to deliver a maximally relevant, individualized experience.