The acquisition comes months after Salesforce first released its CDP within its Salesforce Customer 360 platform. With Evergage now part of the Salesforce ecosystem, Salesforce could be expected to further boost its cross-channel personalization and machine learning capabilities across the Salesforce Customer 360 Platform.
The combination of the two companies is designed to enable clients to deliver more relevant experiences during moments of interaction across the entire customer journey, according to Wirth.
The acquisition comes as more retailers are relying on CDPs to understand shopper preferences, segment consumers more effectively and, ultimately, personalize shopping experiences and content campaigns across channels. CDPs are designed to unify customer data from disparate platforms, both online and offline, with the intention of building a “single view” of the customer.
The Salesforce-Evergage deal is the latest consolidation of CDP/personalization platforms in the past year, as more “martech” companies seek to expand their marketing cloud offerings. Kibo acquired Certona in February 2019 before scooping up Monetate in October to beef up its content personalization, audience building and targeting functionalities. In November, Acquia acquired AgilOne to bring new AI- and machine learning-driven capabilities to its web content management and digital experience platforms.