Dynamic Yield again led Gartner’s 2022 annual Magic Quadrant analyzing personalization engine platforms in the market, followed by Insider, Salesforce, Adobe and SAP.
Gartner’s latest report detailed 13 vendor offerings in the area of personalization engines, evaluating each on three key use cases: marketing management and capabilities to deliver the right message to the right audience in the right context; digital commerce and the ability to tailor content, offers, recommendations and experiences across digital sales channels; and personalize service and support through customer insights, user journeys and feedback.
Core capabilities that the analyst firm evaluated on the platforms for tracking in-session user behavior, collecting and ingesting data, and triggering real-time, action-based interactions , an individual’s context or data, or a combination of the three. Predictive analytics capabilities supporting content and product recommendations, flexible user segmentation, extensive testing tools, and personalization performance tracking and reporting were also key to consider in this category.
Additionally, each vendor was required to have at least $20 million in annual platform revenue and a minimum of 25 net new customers for its personalization engine in 2021.
In the upper right quadrant of “leaders” of vendors with both a strong vision for their platform and the ability to execute was Dynamic Yield. Gartner noted the platform’s strengths, such as numerous pre-built test templates, a no-code visual editor, predictive targeting functionality, and its “AdaptML” feature offering best action suggestions. Other benefits included stronger integrations for omnichannel personalization as well as standalone email personalization.
On the other hand, Gartner said Dynamic Yield’s recent change in ownership to Mastercard, its second change in three years, has raised concerns about its roadmap and longer-term innovation plans.
Insider was also in the upper right quadrant of leaders. Gartner noted the vendor’s product discovery, reporting, and regional service as key strengths. Caveats included the level of customization required, identity management in digital properties, and pricing.
Salesforce was on the leader list and recommended for its robust bandit testing, B2B customization support, and strong entry-level offering. Caveats included requiring user-level metadata, a Salesforce-focused product roadmap, and developing resource requirements. SAP, another top five leader, was highlighted by Gartner for its personalization and privacy approach, hierarchical triggering models based on business goals, and results reporting. Negatives included lagging product and content discovery compared to other vendors, a lack of advanced testing, and an enterprise-focused roadmap.
Adobe Target was the fifth platform in the top right corner, known for strengths such as superior testing and experimentation capabilities, robust targeting based on machine learning and rules-based profiling, and connectivity of the platform. Gartner’s caveats included some performance issues with interface speed, a lack of out-of-the-box reporting and support.
The Gartner Magic Quadrant for Personalization Engines also showcased four “visionary” vendors known for having strong product vision but less ability to execute it. These were Sitecore, Algonomy, Kibo and Optimizely. The rest of the vendors listed fell into the lower left quadrant as challengers and niche players with limited execution capacity. These were Oracle, Coveo, Attraqt and SiteSpect.
In its commentary, Gartner highlighted three trends that are driving personalization engine innovation. The first was more user-friendly user interfaces to drive AI recommendation strategies, while the second was a broader measurement scope, related to the growing reach of customer data driven by data platform adoption. customer (CDP).
The third trend is increasing workflow, content management features, and professional services capabilities to help customers get more out of their personalization platform investment. Gartner pointed out that while many organizations have made significant investments in the platform, they often fail to invest in the human resources and process capabilities needed to drive continued value.
“This leads to inconsistent performance and the perception that personalization programs are unprofitable,” the report authors said. “Organizations lack a holistic approach to personalization, in most cases an operating model that integrates into broader content and marketing operations needed to power personalization engines. Personalization technologies can certainly help, but they must be integrated into marketing operations workflows to truly generate value.
Gartner first launched its Personalization Engine report in 2018.
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