April 22, 2015

Desintation CRM

Evergage Integrates Its Real-Time Personalization Tool with Google Analytics

The integration makes user experience reporting available on a familiar interface.

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.

Read More: http://www.destinationcrm.com/Articles/CRM-News/CRM-Featured-News/Evergage-Integrates-Its-Real-Time-Personalization-Tool-with-Google-Analytics-103445.aspx