Business Rules Engine Gartner Magic Quadrant – Many believe that companies that understand their customers best and apply that knowledge will win in a digital world.
Uninhibited by this belief, hyper-personalization has become more than a buzzword for digital customer experience and marketing leaders—it’s a critical differentiator.
Business Rules Engine Gartner Magic Quadrant
However, there are many ways to personalize the customer journey, such as personalized pricing, dynamic recommendations, form prefill, and more. The personalization engine helps in many of these use cases.
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Therefore, the personalization engine has many facets. To understand this, here is an overview of how Gartner defines these solutions.
According to Gartner, personalization engines allow CX teams to “identify, configure, implement and measure” the ideal experience for each customer.
Such an experience depends on the customer’s intent, the context of their journey, and the information the company stores about them.
By combining these nuggets of knowledge, companies can adapt content, offers and interactions across multiple channels to optimize the customer experience.
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To facilitate such strategic personalization, Gartner rates each of the following functions as essential features of a personalization engine:
While these are core features, other personalization engine differentiating features are highlighted in the review of 13 notable vendors below.
This assessment includes different strengths and assumptions of each vendor, as noted by Gartner, with analysts dividing them into four categories: Leaders, Challengers, Visionaries, and Niche Players.
Demonstrating a clear understanding of how to maximize the value of solutions and a commitment to driving results for clients, leaders in the Magic Quadrant combine experience in creating value with an innovative vision for the future. In addition, these vendors offer features that require little technical expertise, reducing the workload on the IT team. This year’s leaders are:
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Dynamic Yield has received praise from Garter for its platform vision, innovation and independent email personalization. However, analysts seem to be surprised by AdaptML’s deep learning capabilities, which boost the vendor’s predictive analytics capability. This not only improves testing for personalization initiatives, but also automation, segmentation and recommendations.
Insider offers a highly modeled approach to personalization to simplify the implementation of personalization initiatives. Gartner praises this diversity and configuration, while highlighting a wide range of reporting capabilities as another core strength. All this, coupled with comprehensive support services, helps Insider secure its place as a market leader.
Salesforce uses its extensive portfolio to capture real-time customer data and populate customer profiles. This ability extends to many personalization cases and cross-platform decisions. However, Gartner identified three other strengths as key differentiators: robust bandit testing, support for B2B personalization, and entry-level offerings.
Adobe, also a leader in digital experience platforms, powers many use cases for personalization and popular customer data platforms. The compatibility of this solution with Adobe Target Customization Tools was praised by Gartner, which enables advanced use cases and analysis. Analysts also pointed to targeting and testing as additional sales strengths.
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Many companies fear that personalization sometimes crosses a “scary line.” SAP offers a different approach to data protection and a significant reduction in its personalization approach. Although the report doesn’t go any further, Gartner praised this approach while SAP praised Emarsys’ “top-down trigger models” and reporting capabilities.
Arguably successful in the field of personalization, magic quadrant challengers demonstrate their ability to drive value through specific use cases. Unfortunately, the depth of this use case lags behind industry leaders, while coordination across products in their portfolios is often lacking. Alternatively, they can track innovation, global presence and sales. This year’s challenge is:
Presenting a strong vision for the future of personalization, Magic Quadrant Visionaries are thought leaders who deliver depth in their suite of solutions. However, Gartner warns that they sometimes have “gaps related to broader functionality requirements” or customer experience friction that cause them to fall behind industry leaders. This year’s visionaries are:
Algonomy offers trail building functionality and a drag-and-drop user interface. Through this, retailers aim to make it easier for brands to create and manage personalized experiences. Gartner seems to admire this concept, seeing it as a critical force alongside digital commerce innovation and customer success management. However, low brand awareness can slow down its growth.
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Kibo excels in its digital commerce capabilities, offering innovations such as visual search and native product finder tools that ask customers questions to provide personalized product recommendations. In addition to product strategy implementation goals and features, Gartner shows this as a significant strength. However, the analyst warns of a lack of soft skills.
Sitecore recently acquired Boxever and Reflektion, which increases its ability to customize. This acquisition strategy has been praised by Gartner as the offering expands the use cases for potential buyers. Canvas’ pricing structure and decisions also demonstrate its ability to innovate to improve customer outcomes. However, Gartner recommends that vendors refine their innovation curves.
Optimized presents a vision of customer experience personalization that Gartner applauds. such a vision involves tying content creation to deployment, which analysts say can “lower the barrier” to customization at scale. His support for testing and investment in integration has also been praised. However, Gartner says vendors lack the AI to compete with market leaders.
Niche players often score well in various aspects of the personalization engine space, be it recommendations, reports or tests. But they lack depth in platform functionality and geographic presence while often receiving subpar customer reviews. This year’s niche players are:
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Oracle recently enhanced the capabilities of its Infinity product, reducing time to value in many use cases, including prescriptive recommendations. Citing this as a significant strength, Gartner also praised the solution’s testing tools and integration with the Oracle service. However, it warns potential customers about the uncertainties of its multi-tool workflow, reports and roadmap.
Coveo is a new entrant in the magic quadrant that has grown its market presence over the past year. Much of this is likely due to strengths such as their personalized service and support, path to customer maturity, and product recommendations, as Gartner says. However, analysts point to its price as a weakness and its poor testing capabilities. The absence of MVT and MAB algorithms shows this.
The Atraqt Experience Orchestrator (XO) platform uses AI in several interesting ways. A good example of this is its powerful AI-based trading capabilities, while also offering optional professional services to take advantage of these applications. While these examples are promising, Gartner has raised concerns about Attraqt’s personalized service and support resources.
SiteSpect excels at customer experience testing and measurement of personalization initiatives, providing multiple site monitoring tools that allow users to quickly diagnose issues. However, Gartner notes that it facilitates the process of implementing its products, while pointing out that “broad roadmaps” also prevent customers from assessing future needs.
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While Gartner named the five market leaders, the chart shows Dynamic Yield leading the pack, with Insiders the only trader to close.
These companies are well established but not as famous as Salesforce, Adobe or Oracle, so it can be surprising.
However, more recognizable names focus on many areas of enterprise technology, so perhaps their intense focus on developing a robust personalization engine shines through.
That said, it will be interesting to see if the most famous names can close the gap in 2023 and if other industry players, such as Twilio, follow the widely respected report.
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Data is key to unlocking the value of personalization programs. Learn about the leading data and analytics service providers by reading our overview of the 2022 Gartner Magic Quadrant.
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