Personalization used to be the privilege of internet giants with enough resources to employ hundreds of engineers. This is no longer the case. More and more companies offer affordable personalization solutions for smaller firms too. With this list, we’d like to help you find the ones that could help the most for your business.
It’s no wonder marketers are excited about personalization. This technology allows companies to talk to their customers more directly than ever before. Using it can affect the performance of their websites, newsletters, social media pages, and other online campaigns.
Personalization in marketing is made possible by the fact that the tools that analyze the digital footprints of visitors have evolved a lot in recent years. Although it is a relatively new method, there are already hundreds of companies that offer various personalization services. You can find more than 400 different enterprises in CrunchBase under the tag personalization.
While the basic concept of these firms is similar – find relevant information about the customers and potential customers of a company, and ways to take advantage of this knowledge – they realize this idea differently.
Some use anonymous behavioral data; others build customer profiles. Some are specialized on fashion sites; others help publishers come up with the perfect recommendations for their readers.
Finding the appropriate personalization company for your business can be a time-consuming task. The ideal candidate uses both methods that are suitable for your entrepreneurship, and offer tools that you can integrate into your existing website or social media pages easily.
In this post, we will introduce eight personalization companies. We hope these examples can help you see the possibilities offered by personalization, and many of the ways how this method can be implemented.
Marketo is one of the leading marketing software companies in the U.S. Its web application works with the many of the popular content management systems and analytics tools. Among other factors, it lets you segment your visitors based on their location, the organization they work for, or their behavior on your website. With its campaign creator tool, you can edit your content according to these factors. For example, you can display a different image, copy, or call-to-action button to a visitor who works for a small firm than the one a visitor from a large financial institution sees. You can also personalize your email campaigns or social ads with the firm’s software packages.
Specialized in: web personalization, email, social ads, A/B tests, predictive recommendations.
Qubit was founded by ex-Google employees six years ago. The company is working with e-commerce ventures, travel agencies, and financial institutions. Its clients include Topshop, bebe, Jimmy Choo, and Staples, and it has offices in New York, London, Paris and San Francisco.
Qubit stores information about your customers and visitors collected from various sources in a data center called Visitor Cloud. Its platform allows you to create profiles using behavioral data, purchase history, and the browsing interests of your visitors. Qubit’s WYSIWYG editor makes it easy to display tailored messages to the different groups of your users, and lets you A/B test any variation of your subpages before they go live.
Specialized in: web personalization, e-commerce, product recommendation, digital analytics, A/B tests.
Optimizely is an experience-optimization platform. Similarly to Qubit, it was also founded by ex-Google employees, including Dan Siroker, who was a product manager of Chrome and later worked as a director of analytics for the Obama presidential campaign.
While Optimizely is better known for its website testing abilities, it also offers auto-personalization solutions to its customers since last year. The subscribers of its new service can use both first- and third-party data to create different audience segments and personalize the experience of their visitors. For example, with the help of this service, an e-commerce site could offer umbrellas or waterproof clothing to the visitors who are living in cities where it typically rains, or use behavioral information to remind its customers that they left something in their cart.
The new software also lets you see if your personalization effort increased conversions or not, and the company claims that you can use it without the help of developers.
Specialized in: A/B and multivariate tests, website personalization, analytics.
True Fit works almost exclusively with fashion brands and provides personalized fit and size recommendations to them. It collects apparel and footwear data from its partners’ sites and uses it to help their customers find perfectly fitting clothes. The company also offers a product recommendation engine to its partners that in addition to the size also takes into consideration the preferred style of their visitors.
The clients of True Fit can use the fit and style recommendations in their stores too, as they can integrate the engine into their native apps, or use it with their mobile POS systems. The company also provides insights about the customer feedback to the brands that subscribe to the service.
Specialized in: style and fit recommendations, fashion.
Evergage is a cloud-based, real-time personalization platform that uses behavioral tracking and customer data to help marketers create more relevant digital experiences. Publishers can use this technology to create article recommendations that take into consideration the favorite topics and authors of their visitors. Ecommerce sites, on the other hand, can use Evergage to create promotions and product recommendation, based on their visitors’ location, searches, or previous interactions with the site.
Similar to other personalization companies, Evergage has A/B testing, conversion optimization, and reporting features. The company started to offer personalized web solutions four years ago after it made it to the finals at the TechCrunch Disrupt Startup Battlefield.
Sailthru is a New York-based company with offices in San Francisco, Los Angeles, and London. It was founded eight years ago and first focused on email personalization.
Now, in addition to email, its software is able to track visitors’ behavior on their clients’ websites, and in mobile apps. It uses this information to build consumer profiles and help you create personalized messages for every channel.
Sailthru is also able to predict consumer behavior, forecast lifetime value, and recommend new revenue opportunities. Like many other companies on this list, it also provides tools for A/B testing, sophisticated targeting, and measuring the performance of your efforts.
Specialized in: email and website personalization, predictive analysis.
Adobe’s application can help you in three areas; testing, personalizing your content and creating recommendations. Many of its features work automatically; for example, you don’t need to set up targeting rules for its recommendation engine to work. Among other factors, Adobe Target uses behavioral data and information about the visitors’ location and brand affinity to find the perfect content or products for them.
Testing is also a simplified process with the software. Its visual editor lets you change certain parts of a web page, like images or CTAs easily. After you created the alternate version, it calculates the traffic needed to run the test. If your numbers are right, it serves the different variations to the users, and notifies you about their performances.
Target is a part of the Adobe Marketing Cloud, a subscription-based service that includes several tools that help you optimize the performance of your digital marketing.
Specialized in: multivariate testing, recommendations, auto-personalization.
Disclaimer: Our company also offers website personalization, so finally I’d like to write about how we can help you learn more about your visitors, and display more engaging content to them.
We collect information about visitors through social sign-ons. By choosing a more convenient way to provide the data needed for registration or purchases, the users also share information about their preferences with the owners of the websites they trust.
We use this information to create personalized experiences. For example, with our services, a content provider can automatically display soccer results to male users interested in the sport, while showing completely different content for fashion-conscious females.
We can also help you identify the most active users of your site, and find similar users to them that you can reach through advertisements.