Magic Quadrant for Personalization Engines
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
The personalization engine market consists of over 50 vendors, but only 11 met the inclusion criteria for this Magic Quadrant. A vendor's exclusion does not necessarily mean it lacks viability or its products lack viability—it simply means a vendor did not meet all of the inclusion criteria. While this research considered more than 20 personalization vendors for possible inclusion, only 11 met the criteria, which could possibly be attributed to growth in ancillary solutions, more product bundling or cross-enterprise solutions.
A: We review and adjust our inclusion criteria for Magic Quadrants as markets change. As a result of these adjustments, the mix of vendors in any Magic Quadrant may change over time. A vendor's appearance in a Magic Quadrant one year and not the next does not necessarily indicate that we have changed our opinion of that vendor. It may be a reflection of a change in the market and, therefore, changed evaluation criteria, or of a change of focus by that vendor.