PRESS RELEASE: Emarsys AI Marketing Platform Positioned in Leaders Quadrant of Gartner’s Magic Quadrant for Personalization Engines, Outplaying Pureplay Providers
Recognized for balanced support in both technical and non-technical teams, and for helping its customers increase adoption of the solution within their organizations
LONDON, U.K. – July 12, 2019 – Emarsys, the world’s first marketing platform with ready to activate industry solutions delivering results in days, not months, today announces it has been recognized as a Leader in Gartner’s July 2019 Magic Quadrant for Personalization Engines report, managing to outplay dedicated personalization solutions providers with an engine that connects seamlessly to omnichannel execution using native AI capabilities.
Now in its second year, the report evaluates vendors based on their ability to execute and completeness of vision. According to the report, “Specific to marketing leaders, 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).”
Emarsys provides an impact ready AI platform to help scale your business beyond human capabilities. Unlike any other technology, Emarsys has turned two decades of driving best practice for its thousands of customers into turnkey solutions tailored to the industry specific needs and commercial objectives of marketers from retail, eCommerce and travel.
Emarsys is recognized in the report for balanced support for both technical and non-technical teams, and for focusing on helping customers increase adoption of the solution in their organizations through features like data onboarding self-service with the ability to correct errors and warnings about data quality issues.
Additionally, Emarsys is credited for easy campaign setup through ready-to-activate use cases, personalization tokens and life-cycle-based triggers. Reference clients give the vendor above-average scores for its marketing personalization, testing and optimization features, suggesting the value of these features.
Finally, it highlights Emarsys’s robust targeting capability, which flows from one central repository to all channels, that span targeting, content and timing, and acknowledges Emarsys plans to add machine learning visual affinity capabilities that spot patterns of customer image interactions for personalized targeting in 2019.
AI in the platform is helping marketers go from reactive to proactive marketing, gain visibility into new aspects of customer behaviour, and leverage automation in new ways for narrowly defined segments of customers.
Gartner states in the report, “Personalization engine vendors are adapting to better meet the needs of marketing leaders. They’re focusing solutions on methods to increase customer success, deepening customer data management functionality and expanding support for personalized customer experience.”
The wisdom lies in this knowledge layer that automatically surfaces ready to activate marketing strategies; KPIS such as purchase frequency or average order value followed by a set of tactics proven to deliver against these, to ultimately achieve high level business objectives such as revenue or customer growth.
Using engagement scores, purchase history data and behavioural patterns, Emarsys is able to predict a contact’s potential lifetime value, as well as their likelihood to purchase or churn, in a given time frame. Emarsys AI natively provides channel propensities at a 1:1 level for emails, mobile, web or instore. Products, content, and incentives are automatically tailored to each individual, for each use case and across all channels, while taking their engagement probability, purchase probability, and next cart value into account.
Raj Balasundaram, SVP of AI at Emarsys says: “We believe this report and our placement in it provides crucial validation that marketing is intrinsic to an organization’s overall commercial success. It is the pathway on which brands can differentiate with the true measure of time-to-value. The company’s decision in 2018 to embed AI within personalization and become a vertical company, means we can effectively provide turnkey personalization for individual use cases right down to single tactics like abandon cart, browse or loyalty programmes – regardless of channel or device. We see this as unique to us and is making a big difference to marketers navigating today’s omnichannel consumer shopping journey.”
Gartner, Magic Quadrant for Personalization Engines, Jennifer Polk et al., 3 July 2019
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The Structure of a Gartner Magic Quadrant
The Magic Quadrant graph is based on two axes:
- Completeness of Vision: Reflects the vendor’s innovation, whether the vendor drives or follows the market, and if the vendor’s view of how the market will develop matches Gartner’s perspective.
- Ability to Execute: Summarizes factors such as the vendor’s financial viability, market responsiveness, product development, sales channels and customer base.
Emarsys is the largest independent marketing platform company in the world and the only marketing platform that knows your industry. With embedded, industry-specific turnkey solutions, our software enables truly personalized, one-to-one interactions between marketers and customers across all channels — building loyalty, enriching the customer journey, and increasing revenue. This enables companies to scale marketing decisions and actions far beyond human capabilities.
Since 2000, Emarsys has helped over 2,200 brands in over 70 countries to connect with 3 billion customers around the world. Each day, we deliver more than 350 million personalized interactions across email, mobile, social, and web, leading to millions of daily purchase events on our software. Learn more at emarsys.com.