Digital Experience Platform
A Digital Experience Platform, or DXP, aims to manage and optimize digital experiences between humans and a company or organization. The structure needed to provide this is an integrated set of technologies unified by one platform.
Research[edit]
Gartner and Forrester are two research companies focused on this area.
Gartner defines a digital experience platform (DXP) as an integrated set of technologies, based on a common platform, that provides a broad range of audiences with consistent, secure and personalized access to information and applications across many digital touchpoint. Organizations use DXPs to build, deploy and continually improve websites, portals, mobile and other digital experiences. DXPs manage the presentation layer based on the role, security privileges and preferences of an individual. They orchestrate and coordinate applications, including content management, search and navigation, personalization, integration and aggregation, collaboration, workflow, analytics, mobile and multichannel support.[1]
Forrester offers a more open definition, describing a DXP as a software to manage, deliver, and optimize digital experiences consistently across every phase of the customer life cycle.[2] Source
History[edit]
A digital experience platform evolved from a content management system, similar to a web content management system (WCM). This system allows enterprises to organize written content, images, data, and other collateral and publish these assets online. A CMS provides version management and authoring workflow to keep websites consistent.
Content management systems continued to advance to provide a more personalized experience for the end user. CMSs introduced features like rules-based personalization which made it possible to collect user behaviour, define personas, and push content to target audience.
As customer and user experiences moved beyond content and web-based marketing, businesses and organizations wanted to share any type of asset, across any digital touchpoint or channel, including online, in-store, billboards, kiosks, customer portals and ecommerce systems. Digital experiences became relevant not only to customer acquisition, but also customer satisfaction and loyalty. As organizations are introducing an increasing number of back end applications, DXPs aim to keep the experience consistent by integrating these technologies within one platform.
References[edit]
- ↑ "Digital Experience Platforms (formerly Horizontal Portal Software) Reviews". www.gartner.com. Retrieved 5 December 2018.
- ↑ "The Forrester Wave™: Digital Experience Platforms, Q3 2017". www.forrester.com. Retrieved 5 December 2018.
This article "Digital Experience Platform" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Digital Experience Platform. Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.
