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.
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.”