Authored by Penny Gillespie, Jason Daigler and Magnus Revang, and published on 7th April 2015, the “Market Guide for Digital Personalization Engines” has been published to help IT and digital commerce leaders gain a comprehensive understanding of the personalization landscape for the digital commerce industry.
The “Market Guide for Digital Personalization Engines” report highlights 36 individual vendors offering innovative personalization solutions for improving the customer experiences across multiple engagement channels. Gartner highlights several key digital personalization functionalities, which are typically required by vendors. According to the report, Dynamic Yield supports every functionality for personalizing digital experiences, namely:
- Product Recommendations – Includes a script or an addition to the presentation layer that automatically suggests relevant or recommended products, based on data about the visitor, or feeds data to another application in order to make changes to the presentation layer.
- On-Site Personalization – Includes the ability to present personalized, on-screen content or messages to a visitor based on specific data gathered about the visitor. This also includes the ability to adjust separate elements of the page based on visitor characteristics, which can be applied to any page of the site, whether it’s the landing page or subsequent pages.
- Personalized Mobile Offers – Includes the functionality to dynamically extend personalized messages and content specific to mobile devices (including mobile Web or mobile app, smartphone or tablet), based on visitor characteristics and data.
- Online Ad Retargeting Personalization – Includes the ability to gather data and leverage predictive modeling in order to personalize retargeting ads on third-party sites in real time, based on visitor data. Only one-third of the vendors support this functionality, according to the report.
According to Gartner: “Research shows that customers want and expect a personalized experience, and, in many cases, are willing to pay more for a personalized experience. When Gartner surveys vendors’ reference customers, an overwhelming 99% of those surveyed stated that they are receiving their expected ROI from their personalization offerings. Most (70%) agree that the personalization solution works as expected and has exceeded their expectations.”
Gartner, Inc. is regarded as the world’s leading information technology research and advisory company. The “Market Guide for Digital Personalization Engines” can be requested for Gartner subscribers at: www.gartner.com/doc/3023717/market-guide-digital-personalization-engines