Gartner Research

Use a Personalization Engine to Deliver Consistent Digital Experiences

Published: 25 July 2019

ID: G00385336

Analyst(s): Bill Delrieu

Summary

Organizations focused on delivering consistent individualized experiences must consolidate their existing personalization technologies with a personalization engine. Application technical professionals should use this research to implement a PE and deliver tailored experiences that customers expect.

Table Of Contents

Problem Statement

The Gartner Approach

The Guidance Framework

  • Prework
    • Plan Your Personalization Consolidation
    • Implement PE Tags and SDKs
  • Use Case 1: User Experience
    • Understand Real-Time Personalization
    • Deploy a Real-Time Personalized Experience
    • Expand on This Workflow
  • Use Case 2: Commerce
    • Move Recommendations From a Commerce Platform to a Centralized PE
  • Use Case 3: Marketing
    • Create a Personalized Email Campaign
    • Integrate Your PE With Your ESP
    • Test and Validate Personalized Emails
    • Prepare for ML-Optimized Campaigns
  • Follow-Up

Risks and Pitfalls

  • Lack of Coordination Between Teams
  • Misunderstanding Data Privacy Regulations
  • Relying Too Much on Personalization for Improving CX
  • Misunderstanding ML Algorithm Capabilities
  • Related Guidance

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