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

Adobe Again Named a Leader in Gartner Magic Quadrant for Personalization Engines
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Adobe was once again named a Leader in the second annual Gartner Magic Quadrant for Personalization Engines, 2019 report. The Gartner Magic Quadrant for Personalization Engines evaluated vendors across 15 criteria that fall into two areas — completeness of vision and ability to execute.

This report is a reflection of the mission-critical need companies across industries are recognizing to deliver an exceptional, relevant experience to their customers beginning at first touch and continuing throughout their journey.  This is what allows companies to rise above their competition by meeting customers’ expectations for a personalized experience each time they engage.  We’re honored that Gartner has recognized Adobe  as a Leader  in this growing Personalization Engines market.

We believe our leadership is a testament to the success our customers and partners have achieved using Adobe Target to delight their customers and drive business results. Coupled with major monthly releases and enhancements we continue to provide in Adobe Target, we’re helping leading brands innovate and excel in Customer Experience Management (CXM). Recent innovations in Adobe Target include:

  • Support of visual composition and deployment across all channels and environments (including all types of mobile and single page applications)
  • Continued ground-breaking work in AI & machine-learning for optimizing and delivering personalization and customer insights at scale.

We owe a huge debt of gratitude to our customers and partners for consistently pushing the envelope and growing global personalization programs that bridge online web and mobile engagements with in-store kiosk, call center and other digital or offline interactions. It’s this collaboration that enables us to continue evolving Adobe Target into a solution that supports  our customers’ broadening use cases and expanding programs year over year.

What is a personalization engine?

In the report, 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).”

Delivering those exceptional, personalized customer experiences at scale is a key focus area for us here at Adobe — made possible by Adobe Target and its testing and personalization capabilities, in addition to its recommendations capabilities, which enable us to deliver relevant content and product suggestions.

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.”

We 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. Data is unified through Adobe’s Experience Data Models (XDM), a common data language, and allows faster, more intelligent decisioning through Adobe Sensei. This unified customer profile supports Adobe Target users in segmenting visitors into meaningful, valuable audiences for targeting experiences. In addition, this targeting can be done both manually to audiences, and on a one-to-one level using Adobe Sensei to power AI-driven personalization.

According to Gartner, “This Magic Quadrant focuses only on vendors who offer personalization engines as stand-alone solutions.”

Adobe Target offers this standalone personalization solution, while also serving as the personalization engine behind other Adobe Experience Cloud solutions. As the personalization engine behind Adobe Experience Cloud, the solution taps into more valuable digital behavior analytics and robust data management for the creation of highly detailed audiences. These audiences may be used in orchestrated campaigns that deliver personalized content, product recommendations, or messages across all digital channels.

Continued delivery of world-class personalized experiences

It’s gratifying when we sense we are achieving our goal of enabling our customers to provide their consumers with extraordinary and relevant experiences — the types of experiences that not only get visitors to return, but that develop deep customer loyalty. We’re pleased to have been recognized by Gartner, and look forward to continuing to deliver world-class personalized experiences at scale with our leading customers and partners across industries.

Read the full Magic Quadrant for Personalization Engines report here.


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.

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