by

Jess Nelson , January 30, 2018

Evergage announced the acquisition of MyBuys on Tuesday, a move that places the personalization platform into the retail vertical.

Founded in 2001, MyBuys was one of the first technology companies providing personalized recommendations to online shoppers. Its merchandising solution utilizes shoppers’ interests to power personalized product recommendations and promotional offers across digital marketing channels, including email.

Evergage purchased the MyBuys merchandising products business from digital advertising technology company Magnetic for an undisclosed price. The deal closed earlier this month. Evergage’s customer data platform also powers personalized recommendations at the product, category, and brand level.

Evergage’s real-time personalization platform helps companies like Intuit, Publishers Clearing House, and Rue La La deliver personalized experiences to their customers and web visitors. The technology tracks behavioral analytics in real-time, combining it with customer data to build out customer profiles. The customer data platform can also be infused with data from other systems, making it easy for marketers to combine siloed data sources.

“Evergage’s comprehensive personalization platform eliminates the need for multiple ‘point’ solutions and provides more and richer on-site and email personalization capabilities,” states Corey Ferengul, CEO of Magnetic.

Email marketers can use Evergage’s in-depth behavioral data to deliver more contextually relevant email campaigns. The digital marketing company’s email solution, Evergage for Email, enables marketers to easily insert dynamic content into outgoing emails.

Email marketers can also schedule triggered email campaigns based on a myriad of factors, such as visitors’ actions, their cumulative behavior, and external factors. In addition to email marketing, Evergage’s platform can also personalize customer experiences across websites, mobile applications, web applications, and onsite search.

Evergage’s acquisition of MyBuys includes the company’s book of business, a lineup of 300 clients including 75 of the Internet Retailer Top 500. Evergage plans to migrate each MyBuys customer onto the Evergage personalization platform to provide continuity for MyBuys customers.

Retail is a key vertical for Evergage, and the company most recently unveiled a

partnership with Sophelle and One Step Retail earlier this month.

Evergage also plans to fold MyBuys employees — including engineering, customer success and technical support professionals — into its team. Jason Shriver, the former head of client success at MyBuys, will now sever as the vice president of customer success at Evergage.

MediaPost.com: Search Marketing Daily

(11)