Adobe Again Named a Leader in Gartner Magic Quadrant for Personalization Engines @2019

When evaluated against 15 criteria in the areas of completeness of vision and ability to execute, Adobe was named a Leader in the 2019 Magic Quadrant for Personalization Engines.
how our solution performed—and why we believe we have been recognized as a Leader:

• Targeting, complex testing, and sophisticated algorithms for recommendations

• Personalization support across touchpoints and marketing channels

• Predictive modeling powered by artificial intelligence and machine learning 

-ADOBE

What is Magic Quadrant for Personalization Engines?

Audiences demand brand interactions tailored to their unique needs. This is driving the rapid growth of personalization engines — and creating confusion about how to compare them. Marketing leaders can use this research to identify and evaluate personalization solutions suited to their goals.

The Gartner Magic Quadrant for Personalization Engines evaluated vendors across 15 criteria that fall into two areas — completeness of vision and ability to execute.

We’re honored that Gartner has recognized Adobe as a Leader in this growing Personalization Engines market.

What is the Personalisation Engine?

Gartner defines personalization engines as

Software that applies context about individual users to select, tailor and deliver messaging such as content, offers and other interactions through digital channels in support of three use cases: marketing, digital commerce and customer experience (CX).

Adobe is always been exceptional in delivering personalized customer experiences at great scale.
It was made possible by Adobe Target and its testing and personalization capabilities, in addition to its Recommendation capabilities.


Gartner’s report further explains,

These engines ingest user-profiles and real-time user behavior, which are typically tracked on the web with a JavaScript plug-in. They also integrate first- and third-party data to score, segment, target users, model intent and behavior, and trigger tailored content, such as real-time contextual data like location, historical data like past transactions, and business intelligence data like inventory availability.

Adobe has designed Adobe Target to leverage the Adobe Experience Cloud profile. This unified customer profile brings together all customer data across the enterprise, including back-office data (such as CRM data in Microsoft Dynamics 365) and second-party data, and combines it with data available across Adobe Experience Cloud (including online behavior, device use, and ad exposure data) to create a complete, real-time view of customers along their journey.

According to Gartner,

This Magic Quadrant focuses only on vendors who offer personalization engines as stand-alone solutions.

Apart from Adobe Target, the solution taps into more valuable digital behavior analytics.

Gartner, Magic Quadrant for Personalization Engines, Jennifer Polk, Martha Mathers, Jason McNellis, 3 July 2019

Disclaimer: Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.