August 6, 2018

CMO

Gartner debuts first personalisation engines vendor rankings

 

First-ever magic quadrant for personalisation engines highlights Dyamic Yield, Evergage, Monetate, Certona and Adobe as leading vendors in this burgeoning part of the martech landscape

Dynamic Yield, Evergage, Monetate, Certona, Adobe and Qubit are leading the pack when it comes to delivering personalisation engines to marketer, digital and CX practitioners, a fresh Gartner report claims. 

The analyst firm’s first-ever global magic quadrant for personalisation engines looked at stand-alone software solutions available to marketers and placed the six vendors within its top ‘leaders’ quadrant for both vision and execution. 

Gartner defined personalisation engines as tools that: “Apply context about individual users and their circumstances to select, tailor and deliver messaging such as content, offers and other interactions through digital channels in support of three use cases – marketing, digital commerce and customer experience”. 

To do this, personalisation engines leverage data from user profiles or anonymous user behaviour tracking, then enhance it with additional first- and third-party data on real-time behaviour, transactions, geography and affinity. This allows users to segment and target audiences as well as trigger messaging and content in one or more marketing channels. 

Dynamic Yield, Everage, Monetate, Certona, Adobe and Qubit scored top billing and were listed in the ‘leaders’ quadrant for their respective personalisation solutions. Vendors appearing as ‘challengers’ included Emarsys and Reflektion, while ‘the ‘visionaries’ quadrant featured Episerver, SAS, IBM, RichRelevance, IgnitionOne and Oracle. The ‘niche’ players listed included Acquia, Boxever, BloomReach and Strands. 

Read more: https://www.cmo.com.au/article/644814/gartner-debuts-first-personalisation-engines-vendor-rankings/