Gartner Research

Critical Capabilities for Personalization Engines

Published: 17 September 2019

ID: G00377963

Analyst(s): Jennifer Polk , Martha Mathers , Jason McNellis


Personalization ranges from targeted marketing to customized e-commerce sites to optimized customer experiences across touchpoints. Personalization engines vary by their support for each use case. Marketing leaders should compare tool functionality to their strategy and needs.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Acquia
    • Adobe
    • Boxever
    • Certona
    • Dynamic Yield
    • Emarsys
    • Episerver
    • Evergage
    • IgnitionOne
    • Monetate
    • Qubit
    • Reflektion
    • RichRelevance
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Data and Analytics
    • Targeting and Triggering
    • Marketing Channel Support
    • Testing and Optimization
    • Measurement and Reporting
    • Digital Commerce Support
    • Customer Experience Support
  • Use Cases
    • Marketing
    • Digital Commerce
    • Customer Experience

Inclusion Criteria

  • Critical Capabilities Rating

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