Salesforce has recently acquired Evergage to improve personalization capabilities in real-time, alongside its entry to the CDP space. Evergage is a customer data platform (CDP), and with this acquisition, Salesforce will gain the ability to provide personalized interactions. Evergage helps in cross-channel personalization competence backed by machine learning (ML). This will let marketers create relevant interactions and experiences throughout the customer buying journey.

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David Raab, Founder at CDP Institute and Principal at Marketing Technology Consultancy Raab Associates Inc., mentioned in a statement, “Salesforce has lacked a proper tool for real-time interactions, such as personalizing website content based on customer behaviors during a visit.”