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Syntasa Named a Gartner Cool Vendor in Personalization

By Anthony Magee

Syntasa was recently named by Gartner as a Cool Vendor in Personalization. Gartner has praised Syntasa’s capabilities to combine clickstream data with enterprise data to deliver a more holistic view of customer behavior, from event-triggered marketing and tailored messaging to optimized customer experiences based on interactions across touchpoints.

The report, produced by analysts Jennifer Polk, Bryan Yeager, and Augie Ray, describes how personalization is a vital marketing technology, enabling stronger customer relationships and a competitive edge through customized content.

Large companies including Lenovo, Sky, Tesco, Telegraph Media Group, and others are using Syntasa’s Customer Intelligence Platform to unify disparate sources of rich behavioral stream data and transform them into intelligent experiences. From leveraging anomaly and fraud detection across advertising activity, to producing omni-channel journey models which trigger retargeting and next-best action campaigns.

This report can assist marketing leaders in filtering out the hype surrounding AI-powered marketing platforms, and to identify those platforms which are truly delivering tangible results. With Syntasa this means redefining the personalization engine category and recognizing the big missing capabilities:

  • Leverage existing internal data pipelines and sources without moving data externally
  • Automated data preparation transforming data into intelligence
  • Agnostic next-best action decisioning to inform relevant personalization anywhere
  • Automated learning and scoring rooting decisions in improved KPIs
  • Configurable data science model builder and bring your own algorithms for data scientists to centralize, deploy and test models at scale

With Syntasa these also sit natively inside your existing architecture (critical for GDPR compliance) so no additional marketing cloud needs to bolt-on. Marketing teams with mature data-driven capabilities and analytics functions, as well as access to enterprise data, should consider Syntasa to help scale their teams’ ability to leverage big data for advanced modeling, which in turn drives optimal personalization.

To view the full report, click here.

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