Gartner’s Critical Capabilities for Personalization Engines

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Gartner’s Critical Capabilities for Personalization Engines

December 5, 2018 by

On November 5th, Gartner published a new research report titled “Critical Capabilities for Personalization Engines.” Authored by Jennifer Polk and Bryan Yeager, the report comes on the heels of the first-ever “Gartner Magic Quadrant for Personalization Engines,” an important industry report in which Evergage was positioned as a Leader.

The new Critical Capabilities report (available to Gartner clients) includes evaluation data on 18 personalization vendors. Vendors received scores across eight different categories (ranging from Data and Analytics to Product Recommendations) weighted differently for three principal use cases (Marketing, Digital Commerce and Customer Experience). We were pleased to see that on a scale of 0-5, Evergage had the highest overall score for each of these use cases – 4.02 for Marketing, 3.99 for Digital Commerce and 4.07 for Customer Experience – based on the default weightings assigned by Gartner.

Naturally, we were curious about how the Critical Capabilities scores factored into our position in the Magic Quadrant – since they both evaluate personalization vendors. We learned, though, that they're independent reports and the data presented in the Critical Capabilities report does not necessarily supplement the Magic Quadrant. However, the data is based on the same research Gartner conducted for the Magic Quadrant.

To gain additional clarity on Gartner’s research on personalization vendors, we scheduled an inquiry with one of the co-authors of both reports, Bryan Yeager, who indicated that the work on the Critical Capabilities report started after the Magic Quadrant report was completed. He also shared that it is narrower in scope, and while the Magic Quadrant is a comprehensive evaluation – consisting of demos, evaluation survey responses, customer references and more – the Critical Capabilities report focuses solely on evaluating each vendor's product capabilities.

Report Analysis

The eight categories of capabilities mentioned in the new “Critical Capabilities for Personalization Engines” report are as follows: Identity Management, Data and Analytics, Testing and Optimization, Targeting and Triggering, Marketing Channel Support, Product Recommendations, On-Site Search and Navigation, and Measurement and Reporting.

For each category, Gartner gave each of the 18 vendors a score of 0-5 (e.g., 3.5 for Measurement & Reporting).

And to assist their clients in using the report, Gartner created three distinct personalization use cases – as mentioned, Marketing, Digital Commerce and Customer Experience – and weighted each of the eight critical capabilities for those use cases.

For example, for the Digital Commerce use case, Gartner’s default weighting for Product Recommendations is 20% and for Measurement and Reporting is only 5%. Meanwhile, for the Marketing use case, Product Recommendations is only 7% and for Measurement and Reporting is 10%. Here’s what all of the different weightings for the Marketing use case looks like:

Gartner’s Critical Capabilities for Personalization Engines

Not only does Evergage have the highest overall score when all capabilities are weighted equally, but Evergage also has the highest overall score among all 18 vendors for each of the three use cases using Gartner’s default weightings. As noted, on a scale of 0-5, Evergage has an average score of 4.02 for Marketing, 3.99 for Digital Commerce and 4.07 for Customer Experience.

To further help their clients evaluate vendors on the criteria that are most important to them, Gartner provides an easy-to-use, interactive tool that allows their clients to adjust the weightings of the critical capabilities. Doing so re-orders the list of vendors based on what's most important to the company. For example, Product Recommendations are weighted more heavily for the Digital Commerce use case than for Customer Experience, which has a greater emphasis on Targeting and Triggering.

Versatile Platform

We believe Evergage’s scores in Gartner’s “Critical Capabilities for Personalization Engines” report are a testament to how well-developed our platform is and its ability to address the needs of customers across industries and use cases. We encourage existing Gartner clients who are evaluating personalization solutions to utilize this new research. And, even if you’re not a Gartner client, you can download a copy of the “Gartner Magic Quadrant for Personalization Engines, 2018” report, which we are licensed to distribute.

For additional information on leading personalization vendors, we also encourage you to look at relevant research from other analyst firms. For instance, “The Forrester WaveTM: Experience Optimization Platforms, Q2 2018” provides another take on companies offering personalization solutions with a focus on targeting, recommendations and A/B testing capabilities. SiriusDecisions provides analysis of key vendors offering personalization for B2B companies in its “Web Site Personalization Tools 2017” report. And 451 Research provides a detailed evaluation of Evergage in its own independent, comprehensive report.

When viewed in aggregate, no other personalization vendor has consistently been evaluated as highly as Evergage.

 

Gartner, Critical Capabilities for Personalization Engines, Bryan Yeager, Jennifer Polk, 5 November 2018

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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