Gartner has named Salesforce a Leader in its Personalization Engines Magic Quadrant for the fourth year in a row. Salesforce acquired Evergage in 2020 to power its Interaction Studio solution for real-time personalization, offering marketers a single platform built on artificial intelligence (AI) to improve customer experiences, engagement, and loyalty.
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Getting personal has never been more important. Ninety-nine percent of marketers agree that personalization helps advance customer relationships. As part of the Marketing Cloud, Interaction Studio offers a real-time personalization platform giving marketers a coordinated, personalized approach to connect with their prospects and customers at the one-to-one level, across all channels.
“Providing your customers and visitors with a personalized cross-channel experience has never been more important in this digital-first world,” said Karl Wirth, VP of Product Management, Salesforce. “Over the past year, we’ve seen many companies apply data for personalization to reshape, reimagine and humanize customer connections. With Interaction Studio, we’re helping organizations provide real-time experiences at the 1-to-1 level for their customers, prospects, visitors, and patients. We’re thrilled to be named a Leader in the Personalization Engines Magic Quadrant for a 4th consecutive year.”
Salesforce is committed to investing in its Interaction Studio product and this is evident in its product roadmap, which includes a strong vision with AI powering real-time personalization.
According to the Salesforce State of Marketing report, the most prominent use of AI in marketing is for personalization. This is consistent with research done with Researchscape International; in the last few years, many more marketers are using machine learning, a form of AI, to power their personalization campaigns. Unlike a rules-based approach, machine learning lets users deliver recommendations, offers, and experiences at the 1-to-1 level, and at scale – processing vast quantities of data instantaneously and detecting patterns in a way that humans simply can’t.
Personalization is a necessity to any marketing strategy — regardless of industry. From retail to financial services, from manufacturing to travel and hospitality, it’s essential for brands to identify, understand, decide, and engage with customers on an individual level, across all channels, in order to meet and exceed rising customer expectations.
As of July 2021, Salesforce has an overall rating of 4.4 out of 5 based on 14 reviews in the Personalization Engines category, from multiple customers across a variety of industries in the Gartner Peer Insights.
The report includes quotes from several third-party reviewers:
● “We’ve used Interaction Studio for several years, and it continues to meet and exceed our expectations. It was as easy to get up and running as advertised.” – CMO in the Finance sector
● “It is the best personalization platform in the market. It easily track visitors browsing history as well A/B tests are easy to implement. The recommendations given by the tools are usually very relevant and beneficial for the customer.” – Sales and Marketing Leader in the Services sector
● “The best part of this tool is the in-depth insights it gives us about each customer, and helps in real-time interaction management, also on the other end allows us to apply machine learning models using data science” – Analyst in the Finance sector
Gartner, Magic Quadrant for Personalization Engines, Jason McNellis, Claire Tassin, Jennifer Polk, 19 July 2021
Salesforce was recognized as Evergage in the 2018 & 2019 Gartner report
Gartner Peer Insights reviews constitute the subjective opinions of individual end users based on their own experiences and do not represent the views of Gartner or its affiliates.