Personalization engines, sometimes called digital personalization engines, analyze customer data collected from outside software or from customer behavior to curate and tailor customer experiences including automated marketing efforts, websites, and product recommendations. These tools automate the process of segmenting, testing, and distributing 1:1 marketing efforts, ensuring campaigns are effective and memorable.
Personalization engines are often a feature of tools utilized by marketing teams. They are often built into or integrate with customer data platforms (CDP) and digital experience platforms (DXP). They also work closely with content experience software and A/B testing software to create a full, personalized content creation and distribution cycle.
Personalization engines overlap with e-commerce personalization software in that both aim to tailor presented content to buyers; however, the former is a more generalized engine while the latter can only be used in e-commerce contexts.
To qualify for inclusion in the Personalization Engine category, a product must:
Consolidate customer data across customer experience channels
Create and deliver personalized customer experiences through multiple channels
Allow users to create custom personalizations
Utilize machine learning, segmentation, and A/B testing to create customer profiles
