Somerville, Mass.–based Evergage has two new capabilities that aim to help marketers promote relevant results for each individual visitor in real time.
Through the search and sort capabilities, marketers can use existing algorithms/personalization “recipes” set up in Evergage Recommend or create new ones.
"Classic analytics and most personalization platforms capture things like, 'Did I click on this car? Did I add it to the cart? Was it sometime in the past or in this session?' And based on that, they make algorithmic recommendations," said Karl Wirth, CEO and co-founder of Evergage.
Evergage, he said, captures more granular data.
"We get at intent because we feel that your behavior is one of the best indicators of intent," Wirth told CMSWire.
"If I came to the site 'sometime in the past,' well that's not a very granular indicator of my interest. But if I know someone's come four times in the past week and also exactly when, that shows continued interest over time."
Inside the Tech
Evergage introduced its search functions with its SmartSearch. Auto-suggested product images and details appear in drop-downs near the search bars. The products are based on current and past session interests, past purchases, brand affinities, price range preferences and other factors.
With Evergage SmartSort, visitors who complete searches will see products or articles organized and prioritized by relevance according to their individual preferences and intent. The solutions also offer attribution reporting which allow marketers to measure click-to-purchase conversion value.
Wirth told CMSWire the Evergage personalization engine allows marketers to measure "true engagement" and "negative intent." A couple of clicks on a product does not always signal positive intent, he said.
“To provide helpful and effective recommendations, we strongly believe that you need to weave together disparate sources of information, as well as machine learning and predictive intelligence capabilities," Wirth added.
Cash on Hand
In January, Evergage raised another $10 million in venture capital. The Series B round, led by Arrowroot Capital, boosts total funding to more than $21 million.
Evergage officials claim both average contract value and year-over-year revenue more than doubled in the past year. It also enhanced in-depth testing functionality, mobile app support, machine learning-driven recommendations, account-based marketing and attribution reporting capabilities.