Gartner Research

Critical Capabilities for Personalization Engines

Published: 15 July 2020

ID: G00456990

Analyst(s): Jason McNellis , Claire Tassin , Jennifer Polk


Personalization engines are being used to bolster engagements; however, many marketers struggle to quantify their impact. Digital marketing leaders charged with identifying, evaluating and selecting technologies need to create a shortlist of vendors that best suits their requirements.

Table Of Contents

What You Need to Know

  • Three Trends Influence the Market for Personalization Engines
    • Trend No. 1: Marketers and Vendors Double Down on Digital Commerce
    • Trend No. 2: Vendors Continue to Prioritize Client Success
    • Trend No. 3: Vendors Help Marketers Accelerate Personalization Through Templates


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • Attraqt
    • Boxever
    • Certona
    • Dynamic Yield
    • Emarsys
    • Episerver
    • Insider
    • Monetate
    • Qubit
    • RichRelevance
    • Salesforce (Evergage)
    • ZineOne
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Data and Analytics
    • Testing and Optimization
    • Targeting and Triggering
    • Marketing Personalization
    • Digital Commerce Personalization
    • Customer Experience Personalization
    • Measurement and Reporting
  • Use Cases
    • Marketing
    • Digital Commerce
    • Customer Experience
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion Criteria

  • Critical Capabilities Rating

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