Company: Evergage, Somerville, MA
Entry Submitted By: LEWIS PR
Company Description: Evergage, the real-time personalization platform company, empowers B2B and B2C marketers across industries to increase customer engagement, accelerate conversions and grow revenue. Its cloud-based platform delivers true 1:1 personalization, based on deep behavioral analytics, customer data and machine learning – so every site visitor or app user gets a relevant, individualized experience.
Nomination Category: New Product & Service Categories - Software
Nomination Sub Category: New Product or Service of the Year - Software - Marketing/Public Relations Solution
Nomination Title: Evergage Guardian
Tell the story about this nominated product or service (up to 650 words). Describe its function, features, benefits, and performance to date:
Data growth continues unabated. According to IBM, every single day, 2.5 quintillion bytes of data are produced throughout the world – the equivalent of 250,000 Libraries of Congress or 90 years of HD video. For businesses, there's a corresponding flood of analytics data – generated with every webpage viewed, mobile app opened, digital transaction completed, email campaign sent, Twitter and Facebook post launched, etc.
This could be a boon for marketing, yet critical visibility into the data and interrelationships remains frustratingly elusive. Compounding the data deluge, organizations tend to operate in silos, with various people responsible for the different projects (from product launches to conversion optimization to email campaigns to website content) that impact digital property performance. As a result, it's virtually impossible for a single marketer, or even team of marketers, to monitor and manage all the potentially relevant information... let alone act on it.
Enter Evergage Guardian. Launched in November 2016 by personalization platform provider Evergage, the solution harnesses machine learning and artificial intelligence to act as marketers' guardian angels: giving individual marketers the data analytics manpower of an entire data science team. Continuously monitoring thousands of data metrics, Evergage Guardian:
•Delivers real-time automated monitoring of the "heartbeat" of a digital business – not just personalization campaigns, but also email, advertising, social media, etc. – with up-to-the-minute data and performance visualizations.
•Recognizes variations in areas including: campaign activity; traffic from web, mobile app, referring sources and browser types; key goals such as conversion rate, average order value, revenue and time on page; page-load performance times; and even industry-specific concerns, such as out-of-stock items.
•Connects the dots to illuminate causal relationships and determine which changes on a website or app are impacting (positively or negatively) marketing campaigns, the business or user experience. Time for problem identification goes from days to minutes.
•Surfaces opportunities for improving digital interactions. Predictive analytics help optimize current and future campaign performance, from personalization to email to pay-per-click, etc.
•Prioritizes opportunities and problems (aka "signals") based on projected impact on both business and marketing goals. Marketers can see and act on what's most important at any given point in time.
B2B and B2C companies across industries use Evergage Guardian in a variety of ways: highlighting bundling opportunities for financial services clients, signaling missed opportunities for e-commerce sites, and showing new customer segments for B2Bs, among other use cases. One retailer, for example, used Evergage Guardian to quickly correlate an unexpected drop in revenue with a decline in mobile traffic – with the solution prioritizing the insight that push notifications (which normally guide traffic) had stopped functioning on its iOS app. As a result, the retailer contacted its mobile app vendor to quickly fix the problem.
In another case, a B2B customer selling payment card industry security products was able to correlate a site visitor's industry with lead quality. The customer was surprised to find more demo requests among healthcare professionals (an industry they didn’t target) than among targeted verticals. As a result, they built healthcare-specific campaigns and web content, and attended select, relevant tradeshows.
Here's an example from 26-year-old fashion brand Ashley Stewart. According to chairman and CEO James Rhee: “We are always looking for new, exciting ways to engage with our customers and improve efficiencies, but sifting through and analyzing all the website, campaign and customer data on a day-to-day basis is challenging. But with Evergage Guardian, our marketing team now has an automated way to identify and prioritize trends in our data so we can capitalize on every opportunity to more effectively tailor interactions with each customer, and troubleshoot when needed.”
In bullet-list form, briefly summarize up to ten (10) of the chief features and benefits of the nominated product or service (up to 150 words).
Blending machine learning, artificial intelligence and predictive analytics, Evergage Guardian:
•Monitors digital business activities using "pattern" detection to spot variations.
•Recognizes opportunities to help marketers optimize current/future campaign performance.
•Identifies problems, surfacing the root cause so marketers can address it in minutes, not days.
•Tracks many different metrics, with opportunities and issues presented as "signals" for the marketer.
•Prioritizes opportunities and issues based on their magnitude of impact on business goals.
•Supports team collaboration with commenting, annotating and emailing features that enable marketers to engage with team members regarding specific signals.
•Operates in real time – monitoring, predicting, analyzing and correlating tens of thousands of signals per site or app.
•Provides easy-to-interpret visualizations and notifications.
•Requires no set-up/configuration for Evergage customers; starts working immediately and is smart enough to recognize what's important/relevant to a particular business.
•Can be "turned on" at no additional charge from within Evergage's core cloud-based offering.