Published: 19 July 2022
Personalization remains a priority for digital marketing leaders. But not every personalization engine is built the same. Use this research to assess personalization engine technology based on the distinct capabilities it provides across marketing, digital commerce, and service and support use cases.
Personalization continues to drive digital marketing leaders’ customer data management objectives. The 2021 Gartner Digital Marketing Survey found that delivering improved personalization capability is among the top three customer data objectives for 47% of digital marketing leaders.
In the same survey, 29% of digital marketing leaders and other C-suite executives said “using data to connect and personalize the digital commerce experience” is among the most effective ways to deliver their digital commerce strategy over the next year. Vendors in this year’s research tend to specialize around use cases such as digital commerce, presenting a challenge in the provision of
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