Personalization: a big list of tools and resources

As part of a series of posts where we’re aiming to simplify the complex topic of marketing personalization, here’s a list of personalization tools and resources.

I’ve grouped these into the categories described in a previous post describing the building blocks you need in place before you can actually deliver marketing personalization. It’s important to know that it’s not as easy as just connecting a bunch of tools, there is some groundwork you need to lay first. For a bit of fun, you should also check out our animated gif series on marketing personalization.

Now, onto the list…

Data Management Platform (DMP)

Data Management Platforms (DMP) to combine all of your customer data sources and send data to delivery channels, like advertising DSPs for example.

Gartner has a great article on how these work over here.

Here’s the Forrester Wave 2015 results for DMP solutions:

Here is a list of DMP’s, including a few that aren’t shown in the Wave report:

Adform

Adobe Audience Manager

Cxense

Google Audience Center 360

Dynamic Creative Optimization (DCO)

Dynamic Creative Optimization (DCO) tools automate the delivery of custom ads through a series of template creative and copy.

Here is a list of tools that offer DCO features:

Creative Management Platform (CMP)

Createive Management Platforms (CMP) allow creative teams to fine tune large volumes of creative quickly.

Here’s an interesting perspective by AJ Harnett on why CMP’s matter. In short, when things get too programmatic, the ~~internet~~ customer experience starts to feel robotic and lifeless. Where we over-emphasize automation, we start to miss out on emotion, and creating genuine connections with our customers. CMP’s try to solve the need to generate huge volumes of creative for personalization, but without sacrificing actual creativity.

Here is a list of CMP tools:

Flite

Spongecell

Thunder (previously known as PaperG)