Gartner Research

Choose a Personalization Engine to Meet Your Needs

Published: 20 July 2018

ID: G00332716

Analyst(s): Jennifer Polk


Rising consumer expectations for more relevant brand interactions have triggered growth in personalization engines and expansion in their capabilities. Marketing technology leaders use this research to decide what type of personalization engine meets your objectives and complements your tech stack.

Table Of Contents


  • Set Your Personalization Strategy
    • Step 1. Identify Your Strategic Use Case for Personalization
    • Step 2. Define Business Objectives for Personalization
  • Assess Personalization Capabilities in Your Current Tech Stack
  • Plan for People and Process — Not Just Technology
    • Collaborate Across Functions to Update Processes for Personalization
    • Identify Dedicated Personnel to Lead Personalization
  • Recommended Next Steps

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.