According to Gartner:
“Personalization engines apply context about individual users and their circumstances 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. These personalized interactions can increase conversion, marketing effectiveness and customer satisfaction, thereby improving business results.
Personalization engines leverage data from user profiles or tracking of anonymous user behavior — usually on the web. Those profiles are enhanced with additional first- and third-party data, such as real-time behavior, transactions, geography and, even, affinity. It is then used by a personalization engine to segment and target audiences, and trigger messaging and content in one or multiple marketing channels (marketing use case).”