• Digital Experience Platform (DXP)
• “A well-integrated and cohesive set of technologies designed to enable the composition, management, delivery, and optimisation of contextualised digital experiences across multi-experience customer journeys."
  • Gartner
• “In a nutshell, a DXP is a tool that helps organisations to create, manage, deliver, and optimise content, and interact consistently with a user at every stage of their digital journey”
• Key component of Total Experience (TX) strategy

DXP vs CMS

• CMS
  • Digital content and imagery CRUD
  • Store all web-related content in one place
  • “editorial, workflow, reporting, organization, security, and user administration”
  • Features
    • Security and compliance
    • Workflow management
      • Authoring, editing, staging, approval, translation, publishing, promotion, reporting, and iterating
    • Omnichannel
    • Global delivery
    • Flexibility, extensibility, and performance
    • Publishing
    • Commerce and content integrations
• DXP
  • Layer on top
  • Does include a CMS
  • “power the delivery of personalized experiences that scale and connect – across channels, geographies, and languages”
  • Features
    • Contextual Intelligence and Relevance (customer profile engine, language translation, A/B testing, omnichannel, etc.)
    • Commerce (PCM, payment & billing, shopping, etc.)
    • Digital asset management (DAM, web-to-print, etc.)
    • Engagement (chatbots, mobile apps, marketing automation, etc.)
    • Digital process (BPM, MRM, case management, etc.)
    • Cognitive (predictive analytics, machine learning, artificial intelligence, AI automation, etc.)
    • Data Center (CRM, MDM, etc.)