Today’s lesson: Personalization is cool but omni-channel personalization is even cooler. Exhibit A is Iterable, which has expanded the reach of its “growth marketing platform” with connectors for direct mail, web push, rich content mobile push and Facebook and Instagram Custom Audiences. Iterable’s core functionality is to send segments and personalized messages to external systems for delivery. It works with any type of data but doesn’t manage a unified database on its own.
Next up: Evergage, which does real-time personalization for Web sites and mobile apps. They’ve added triggered emails to the mix. Everage does build and expose its own database, making a true Customer Data Platform.
Finally there's e-Spirit, a Web content management system that became an omni-channel “digital experience hub”. They just announced an “intelligent content engine” that creates personalized messages by first building a unified customer database and then generating audience segments and product and content recommendations as inputs.
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