PPB May 2020

Web Personalization Resources When shopping for web personalization, a good first step is to check out Gartner’s Magic Quadrant for Personalization Engines 2019 at www.evergage. com/resources/ebooks/gartner-magic-quadrant-for- personalization-engines. It’s an in-depth report on personalization from a highly respected consulting firm, which identifies eight website personalization services providers considered to be market leaders: Adobe Target (www.adobe.com/marketing/target) Certona (www.certona.com/) Dynamic Yield (www.dynamicyield.com) Emarsys (www.emarsys.com) Evergage (www.evergage.com) Monetate (https://monetate.com ) Qubit (www.qubit.com) RichRelevance (www.richrelevance.com) Also, this guide is extremely handy: Picking a Personalization Vendor With Confidence: 56 questions you need to ask before making a decision ( www. dynamicyield.com/guides) . This guide offers an in-depth view on what to look for in personalization and how to get the most from the personalization provider you select. You can also take a look at how other companies are implementing personalization by using the Inspiration Library at www.dynamicyield.com/personalization- examples. This series features 81 case studies of website personalization, done right. More Sources These helpful reports can aid in your search for the ultimate personalization services provider: The Gartner Critical Capabilities Report for Personalization Engines This study evaluates how personalization tools can enhance marketing, ecommerce and overall customer experience. https://gtnr.it/3c0CI6y The Forrester Wave: Experience Optimization Platforms, Q2, 2018 Forrester offers a 24-point evaluation in this study of how eight top personalization services stack up. https://bit.ly/2WSTose very powerful tool to increase conversions as well as loyalty.” Lisa Parker, MAS, southeast sales manager at supplier American Ad Bag in Woodstock, Illinois, says, “By collecting user data from list segments, surveys or studies, you can create a more effective way to promote upsells and cross-sales, display and recommend new products and encourage repeat purchases.” Of course, not everyone is sold. Marsha Londe, CEO at Atlanta, Georgia, industry business services company, Tango Partners, prefers the “easy-does-it” approach over personalization. “The Tango website is simple and specific with ‘who we are,’ ‘what we do’ and how the visitor might benefit,” Londe says. “If Tango doesn’t capture the details of each visitor, that’s okay. Perhaps it’s the difference between sites that ‘sell’ and those that ‘consult.’ Having found us once, our potential clients will source us again when they need us. “The point is,” she continues, “how many gadgets and gimmicks does a website need to engage the visitor? While some bells and whistles can create interest and focus, too much or too many ‘novelties’ can become annoying.” Granted, but the current widespread interest in personalization does continue to turn marketers’ heads across a wide spectrum of industries. In fact, the recognition of the power of personalization in selling is so pervasive that 96 percent of organizations surveyed said they consider it to be an important part of their everyday marketing strategy, according to a report released by Dynamic Yield, a personalization services provider. In practice, adding personalization essentially transforms your promotional products website into a great salesperson who is available with solutions 24/7. Like every great salesperson, a website with personalization “By collecting user data from list segments, surveys or studies, you can create amore effective way to promote upsells and cross sales, display and recommend new products and encourage repeat purchases.” — Lisa Parker, MAS American Ad Bag “As with any technology, the execution is what matters.” — Dale Denham, MAS+ Geiger | MAY 2020 | 53 THINK