Salesforce has recently completed its acquisition of Evergage, a customer data platform vendor, according to a press release on the provider’s website. This decision is driven by Salesforce’s increasing need to deliver personalized experiences, something that a CDP offering can greatly improve. Evergage’s platform offers real-time, cross-channel personalization capabilities powered by machine learning, helping marketers create personalized experiences and boosting Salesforce’s current Marketing Cloud applications.
Evergage’s real-time personalization and customer data platform uses machine learning to understand and interact with each customer and prospect. It captures in-depth behavioral data and determines individual-level affinities and interests. This allows users to deliver relevant and personalized experiences to every customer across all channels. Users can build a single, comprehensive view of each customer, and can activate the data to deliver individualized experiences. Core features include comprehensive views of customers, identity matching & resolution, unified customer profiles, first party data access, segmentation & analysis, and more.
Evergage’s focus on personalization complements Salesforce Marketing Cloud’s customer data, audience segmentation, and engagement platform. This acquisition will enable companies to deliver more relevant experiences during various touchpoints throughout the customer journey.
“Evergage’s mission has always been to personalize the world, and we’ve been doing that one client at a time for nearly ten years. Now we enable hundreds of leading companies – including Autodesk, Carhartt, CenterState Bank, Citrix, Publishers Clearing House, Zumiez, and many more – to deliver relevant, data-driven experiences in the moment across every channel including web, email, mobile, adtech, social, call-center, in-store and in-branch.” says Karl Wirth, CEO and Co-Founder of Evergage.
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