Evergage Integrates Its Real-Time Personalization Tool with Google Analytics
Real-time experience-personalization technology provider Evergage has built an integration with Google Analytics to give customers access to personalized campaign insight through a platform that’s “second nature” to them, TJ Prebil, product marketing manager at Evergage, says. Google Analytics has become the standard analytics tool for tracking Web visitors for many marketers, yet prior to the Evergage integration, it offered little information on the personalized experiences users get when visiting an e-commerce site. This was a major limitation, according to Prebil.
Evergage’s real-time personalization tool is a software-as-a-service (SaaS) solution that gives marketers the ability to deliver targeted experiences and track Web visitors’ interactions with these experiences on a more specific level, without requiring much support from IT departments. Brands use Evergage to offer different experiences to shoppers online based on a number of different factors. Depending on what customers are shopping for at the moment, for example, or what they’ve purchased in the past, Evergage technology can serve up personalized content and campaigns. The solution also delivers metrics on how these different experiences perform compared with each other. For Google Analytics users, however, there has been no way to inject these metrics into the traditional Google reporting environment.
“In the past, regardless of whether a consumer viewed content A, B, or C, Google Analytics lumped it together as total views, without reporting how many people saw which version of the content. That leaves out a key piece of information on how visitors are interacting with a brand on their site,” Prebil says.
With the integration in place, Google Analytics reporting capabilities are more comprehensive. Companies that deploy Evergage for real-time personalization and also use Google Analytics for site reporting can ensure that customer and campaign experience details are integrated with their analytics tool, and that all relevant data is transferred “including impressions, click-throughs, and dismissals of personalized messages delivered to particular segments and individuals,” according to a company statement.
Furthermore, marketers can now see which experiences site visitors were shown, and what actions visitors took while navigating the site. For example, if a customer entered a search term on the site, Evergage will pick up that information and deliver it to the Google environment. Evergage also provides segmentation capabilities based on CRM data as well as real-time events, and the integration now enables users to pass these segments onto Google Analytics.
“Google Analytics is usually the default Web analytics tool for most companies, but Evergage technology is the new kid on the block. The kind of technology that Evergage delivers is powerful, but it’s just being introduced to the marketing suite. That’s why it was so important for us to align with Google Analytics. We wanted our users to have a familiar experience, but one that is more rich and whole,” Prebil says.
For Evergage customers that use other analytics platforms, additional integrations may be on the way, company CEO Karl Wirth said in a statement.
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