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 company, 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 what we believe is the first major market research report of its kind, the 2018 Gartner Magic Quadrant for Personalization Engines evaluated 18 solution providers based on their ability to execute as well as completeness of vision.

Why Personalization?

According to Gartner:

Audiences demand brand interactions tailored to their unique needs. This is driving the rapid growth of personalization engines — and creating confusion about how to compare them. Marketing leaders can use this research to identify and evaluate personalization solutions suited to their goals.” — Gartner

How Does Gartner Define Personalization Engines?

“Personalization is a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient. It uses insight based on the recipient’s personal data, as well as behavioral data about the actions 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 their success in making their vision a market reality that customers believe is differentiated and 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 positioned Dynamic Yield as the highest in ability to execute and furthest in completeness of vision in the Leaders quadrant in its inaugural Magic Quadrant for Personalization Engines, so here’s a little bit about what we think we do best:

  1. Personalization Anywhere – Individualize and tailor every channel and touchpoint with our omnichannel personalization platform
  2. Business Impact – Drive significant engagement, results and uplift with our AI-powered personalization engine
  3. Built for Scale – Scale your personalization efforts with our unified, easy-to-use platform
  4. Agility – Accelerate your personalization campaigns and move quickly from idea to execution
  5. Open Architecture – Flexible, open architecture to easily integrate with all of your other tools

To many, this report confirms the significance and validates personalization within the marketing landscape at large, crystallizing the promise of an emerging industry into one of real commercial viability.

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. 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 Magic Quadrant for Personalization Engines, Jennifer Polk, Bryan Yeager., 25 July 2018.

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