Adobe once again named a leader in the 2021 Gartner Magic Quadrant for Personalization Engines

Gartner surrounded by colorful abstract shapes.

It is an honor for Adobe to be recognized as a Leader in the Gartner Magic Quadrant for Personalization Engines for the fourth consecutive year. At Adobe, we believe that 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 at first touch and extending into customer service and support. As consumers grapple with new digital experiences while looking for better and safer ways to engage in stores, branches and resorts, personalization can set a brand apart from the competition when it comes to creating exceptional relevant experiences and achieving customer loyalty.

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 more than 60 of the top Fortune 100 companies — 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 unique built-in 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). Recent innovations in Adobe Target include:

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, 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 “software that enables marketers to identify, deliver and measure the optimum experience for an individual customer or prospect based on their past interactions, current context and predicted intent.”

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 recommendations 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 Adobe 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 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 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 Adobe 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 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 experiences, product recommendations, or messages across all digital channels.

Continued delivery of world-class personalized experiences

It’s gratifying when we see 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 2021 Gartner Magic Quadrant for Personalization Engines report here.

Gartner, Magic Quadrant for Personalization Engines, Jason McNellis, Jennifer Polk, and Claire Tassin, July 2021.