Gartner Research

Critical Capabilities for Personalization Engines

Published: 06 September 2023


Personalization remains a priority for digital marketing leaders. But not every personalization engine is built the same. Assess personalization engine technology based on the distinct capabilities it provides across marketing, digital commerce, and service and support use cases.

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Key Findings
  • Personalization continues to drive digital marketing leaders’ customer data management objectives. The 2023 Gartner CMO Spend and Strategy Survey found that 48% of respondents plan to create an enhanced digital commerce experience through custom-made digital shelf content and personalization over the next 18 months.

  • The 2023 Gartner Brand Leaders Surveyfound that two-thirds (67%) of brand leaders reported exceeding return-on-investment expectations when brand messages were personalized and contextualized.While still centering on digital commerce, vendors continued to diversify use-case support in partial response to the growing need for personalized brand content.

  • Personalization technology gaps are prevalent. The 2022 Gartner Marketing and Communications

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  • Adobe
  • Algonomy
  • Crownpeak (Attraqt)
  • Dynamic Yield
  • Insider
  • Monetate
  • Salesforce
  • SAP
  • Sitecore
  • SiteSpect
  • Testing
  • Targeting
  • Triggering
  • Discovery
  • Product Promotion
  • Content Promotion
  • Customer Experience
  • Measurement and Reporting
  • Marketing
  • Digital Commerce
  • Service and Support

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:

Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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