Adobe once again named a Leader in the 2022 Gartner® Magic Quadrant™ for Personalization Engines report
It’s an honor for Adobe to be recognized as a Leader in the 2022 Gartner Magic Quadrant for Personalization Engines report for the fifth consecutive year. At Adobe, we believe this report is an indication of the critical role a personalization program plays in a brand’s relationship with new visitors and loyal customers across the entire customer journey, beginning with marketing or engagement use cases at first touch and extending into customer service and support.
A recent Adobe study shows that 80% of consumers prefer a personalized experience, and digital channels have become critical and highly competitive in terms of customers’ search and consumption of products, content, and services. Now, more than ever, personalization can set a brand apart from the competition when it comes to creating exceptional relevant experiences and achieving customer loyalty.
We believe being recognized as a Leader in the Gartner Magic Quadrant for Personalization Engines is a testament to the success our customers and partners have achieved using Adobe Target to delight their customers and drive business results. Adobe Target is the product of choice for nearly 70 of the top Fortune 100 companies — including leaders across retail, automotive, financial services, media and publishing, healthcare, and many other industries. These companies are continuing to deliver successful, dynamic personalization programs at scale, with one out of every six activities driven by our unique built-in artificial intelligence (AI)-powered capabilities. Coupled with major monthly releases and enhancements in Adobe Target, we’re helping leading brands innovate and excel in customer experience management (CXM). See the list below for an overview of some of the recent innovations in Adobe Target.
- Adobe Real-Time Customer Data Platform audience sharing enables organizations to augment in-session Adobe Target audiences with enriched segments from Adobe Real-Time CDP and Adobe Experience Platform, marrying online and offline interaction data, for precision same-page personalization use cases (e.g., offer suppression and personalized incentives ormessaging for dissatisfied customers).
- Custom models oralgorithms in our AI-powered personalization activities in Adobe Target, providing controls to the user to fine-tune the data being analyzed for one-to-one personalization at each visit.
- On-Device Decisioning provides near latency-free deployment of Adobe Target for performance-sensitive functions and channels of an organization’s digital experience.
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 and mobile engagements with in-store kiosks, call centers, set-top boxes, gaming consoles, and other digital or offline interactions. It’s this collaboration that enables us to continue evolving Adobe Target into an application 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 “technology that enables marketing professionals to identify, set up, conduct and measure the optimum experience for an individual based on knowledge about them, their intent and context.”
Delivering those exceptional, personalized customer experiences at scale is a key focus area for us — made possible by Adobe Target and its testing and personalization capabilities, in addition to its recommendation capabilities, which enable us to deliver relevant content and product suggestions.
We designed Adobe Target to leverage a real-time customer profile, available to Adobe Experience Cloud applications and powered by Experience Platform. 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 it combines that with data available across Experience Cloud (including online behavior, device use, and ad exposure data) to create a complete real-time view of customers throughout 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. The 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 Sensei to power AI-driven personalization.
According to the report, “Gartner focused on vendors that offer personalization software, as described in the Market Definition/Description section, available and sold as stand-alone solutions.”
Adobe Target offers this standalone personalization application while also serving as the personalization engine behind other Experience Cloud solutions. As the personalization engine behind 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 experiences, product recommendations, or messages across all digital channels.
Continuing delivery of world-class personalized experiences
It’s gratifying when we see that we’re 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.
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, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Gartner and Magic Quadrant are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.