Personalization Glossary

Gartner Magic Quadrant for Personalization Engines


Jul 30, 2018

Gartner Magic Quadrant for Personalization Engines refers to a specific Gartner report which evaluates competing players in the major technology market for personalization engines.

Gartner is one of the world’s leading research and advisory companies, whose rigorous research process and proven methodologies have provided businesses with objective insights they need to make the right decisions. Every year, Gartner releases its Magic Quadrant, a report positioning technology players within a specific market. To date, we’ve seen solution providers from Web Content Management, Content Collaboration Platforms, CRM Customer Engagement Centers, Data Integration Tools and more experience the evaluation process.

In its fourth consecutive market research report on Personalization Engines, the 2021 Gartner Magic Quadrant evaluated 12 solution providers based on their ability to execute as well as completeness of vision.

Why Personalization?

According to Gartner:

Personalization remains a priority for digital marketing leaders. Relevant and timely messaging is key to educating customers, minimizing friction and building purchase consideration. Use this research to assess personalization engines that will enable you to deliver measurable results.” — Gartner

How Does Gartner Define Personalization Engines?

Personalization Engines are software that enables marketers to identify, deliver and measure the optimum experience for an individual customer or prospect based on their past interactions, current context and predicted intent. Personalization engines help marketers identify, select, tailor and deliver messaging such as content, offers and other interactions across customer touchpoints in support of three primary use cases: marketing, digital commerce, and service and support.
— Gartner

What Evaluation Criteria does Gartner Use?

By applying its standard Magic Quadrant graphical treatment and a uniform set of evaluation criteria, Gartner’s differentiated each personalization engine by:

Leaders execute well against their current vision and are well positioned for tomorrow.

Visionaries understand where the market is going or have a vision for changing market rules, but do not yet execute well.

Niche Players focus successfully on a small segment, or are unfocused and do not out-innovate or outperform others.

Challengers execute well today or may dominate a large segment, but do not demonstrate an understanding of market direction.

“Vendors are judged on Gartner’s view of their ability and success in making their vision a market reality that customers believe is differentiated and are prepared to buy into. Delivering a positive customer experience — including sales experience, support, product quality, user enablement, availability of skills and ease of upgrade/migration — also determines a vendor’s Ability to Execute.” — Gartner

Gartner has positioned Dynamic Yield in the Leaders quadrant for the fourth consecutive year based on our ability to execute and completeness of vision in its annual Magic Quadrant for Personalization Engines, so here’s a little bit about what we do best and why we believe we were recognized as a Leader in the Magic Quadrant:

  1. Open architecture – Prioritizes flexibility, security, connectivity, and governance
  2. Best-in-class algorithms – Predict customer intent and affinity in real-time through self-trained deep learning recommendation models.
  3. Ease of use and agility – Empowers teams to start small, then scale across a brand’s channels at their own pace and deploy personalization and A/B testing where it will drive impact.
  4. Superior UI and streamlined workflows – Allows marketers to run omnichannel personalization programs across web, mobile, email, and ads, through a simple UI and streamlined workflows – without having to rely on developers.

To many, this report confirms the increasing reliance on personalization technology by marketing leaders for business advantage, solidifying its place within the marketing landscape at large.

Gartner, Magic Quadrant for Personalization Engines, 19 July 2021, Jason McNellis, Claire Tassin, Jennifer Polk.

Gartner and Magic Quadrant are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved.

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