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Evergage Offers applies machine learning to predict the expected value of showing a specific offer to a particular individual. This is determined by evaluating both the chance of completion as well as the business value of the offer to the company. For each promotion that could be presented, Evergage evaluates a model and displays to the visitor the offer with the highest expected value.
This article details how you can use Evergage Offers to optimize your personalization efforts.
Depending on your company's industry and business goals, you will find different ways to take advantage of Evergage Offers. You can use this solution when you want to display multiple content assets (e.g. images, promotions) on your website, mobile app or in a email campaign, but are unsure of which asset to show to which visitor.
For example, let’s say your financial services company has a defined an area on the homepage for highlighting promotions. But with creative for five different offers – credit cards, mortgages, auto loans, checking accounts and 529 plans – you're not sure which one to display to each site visitor. Evergage Offers can take away the guesswork by instantly analyzing the data points collected about this visitor and presenting the offer that will generate the greatest lift.
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Evergage Offers instantly analyzes many unique data points when determining the right experience to present to a particular visitor. These are based on visitor behaviors as well as demographic data. In addition to the data points listed below, Evergage Offers can reference additional custom data points you create from segments, Groovy Scripts, or uploaded custom data like loyalty programs or customer portfolios.
Day of Week
Day of Year
Time of Day
Time since last visit
Average Purchase Value
Total Visit Time
Site Browsing / Purchase History
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Implementing Evergage Offers is a relatively straightforward, but the workflow is a little different than the process for building and deploying recipes. At a high level, an Evergage end user would need to follow these steps.
Create Content: Before logging into Evergage, a business needs to start with the creative images for a promotion offer. Evergage Offers can be used with just a few images or several dozen image or more. For a particular campaign experience, they should all be the same size in terms of pixel height and width.
Upload Content: Where Evergage can extract product and content catalog data from a webpage, promotions and offers must be uploaded into the Evergage Platform.
Goals & Rewards: For each promotional image added to Evergage, a business user needs to define a goal (the action you hope the promotion will drive) and the reward (the business value associated with completing that goal). The contextual bandit will use these to weigh each promotion, with the goal of accurately optimizing for business value rather than some other approximate metric.
Deploy Campaign: Select a group of promotions and deploy them to an area of your site. Evergage will automatically start collecting data and learning who to show which promotion. If you add or remove a promotion performance is not affected, and promotions appearing in multiple locations will share learning between them.