Gartner’s first MQ report on Personalization Engines points to the category’s robust evolution
Descendents from product recommendation engines, personalization platforms are growing into experience deciders and managers for all environments.
“Personalization” is almost synonymous with marketing these days, since automation, AI and addressable content make individualized material a tantalizing capability.
To help sort out the facilitating tools, Gartner has released its first Magic Quadrant report on Personalization Engines. (It’s available for free, with registration, from several of the vendors mentioned in the report, including Evergage and Qubit.) As with Gartner’s many other MQ reports, this one characterizes leading vendors according to their position on two axes, Ability to Execute and Completeness of Vision.
Although almost every marketing tool these days promises some kind of personalization, Gartner attempts to narrow its scope by defining these platforms as providing “a relevant, individualized interaction” that employs the recipient’s personal data and individual/aggregated behavioral data to “deliver an experience to meet specific needs and preferences.”
In particular, the report focuses on personalization tools that allow marketers to test, target, trigger and optimize brand interactions across marketing, digital commerce and the “emerging use case” of customer experience.