Personalized marketing company Evergage has released a product that connects silos to centralize customer data for easier access and integration.
Data increases the ROI of email marketing, and personalized email marketing messages boost transaction rates by as much as 600%, per Experian. Content marketers that uses customer data in their marketing campaigns increase return on investment by as much as 500%, according to the Aberdeen Group.
The issue with data for many marketers, however, is the lack of integration between siloed sources of data. A majority of B2B companies struggle with missing data, according to a 2015 study by Dun & Bradstreet NetProspex. Some 84% of enterprise companies are missing revenue information, while 54% do not have a working phone number for their contacts.
Evergage Data Hub is designed to help marketers easily act on customer data siloed in different sources. Evergage’s new product aggregates data from disparate sources, including marketing automation systems, CRM systems, email platforms, ad networks, data warehouses and point-of-sale systems, for more personalized marketing outreach.
Evergage Data Hub consists of 25 out-of-the-box integrations, including the newly released bidirectional integrations with Salesforce’s ExactTarget, Marketo and Oracle’s Eloqua. The company also provides APIs for added data integration flexibility.
Additional product features include a unified customer profile that gives marketers a snapshot of each customer, whether known or anonymous, and any data affiliated with that contact.
Dianna Barnett, director of site optimization at Cartera Commerce and big fan of Evergage's platform, says the technology "empowers" the brand to deliver a better customer experience "by understanding what our visitors are most interested in."
Cartera Commerce powers performance-based loyalty rewards programs for the travel, commerce and financial industries and Barnett says that the company uses Salesforce’s ExactTarget platform for digital communications. The ability to sync and share segment data with ExactTarget will help Cartera build deeper and more customer profiles to take personalization to the next level, Barnett says.