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 third consecutive market research report on Personalization Engines, the 2020 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 confidence in brand interactions. Use this research to assess personalization engines that enable you to deliver measurable results.” — Gartner

How Does Gartner Define Personalization Engines?

The personalization process creates relevant, individualized interactions between a company and its audiences to enhance the recipient’s experience. It uses insight based on unique recipient behavioral data, as well as behavioral data of similar individuals, to deliver an experience to meet specific needs and preferences. — 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 third 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. Ease of use – Marketers and non-technical users are able to run complex tests through a simple UI and streamlined workflows without having to rely on developers
  2. Performance – Machine learning-powered personalization maximizes revenue opportunities by leveraging self-trained models for predicting the next best product or piece of content
  3. Agility & Control – Teams have access to all of the tools they need to quickly test and build relevant digital experiences under one roof – with flexible implementation options
  4. Cross-disciplinaryApplications for personalization expand beyond traditional eCommerce into customer experience management for travel, finance, iGaming, media, and more

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, Jennifer Polk, Jason McNellis, Claire Tassin, 03 July 2020.

The Gartner document is available upon request from Dynamic Yield. 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 Peer Insights reviews constitute the subjective opinions of individual end-users based on their own experiences, and do not represent the views of Gartner or its affiliates.

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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