{"id":4170,"date":"2019-12-09T16:18:26","date_gmt":"2019-12-09T16:18:26","guid":{"rendered":"http:\/\/susanm23.sg-host.com\/?p=4170"},"modified":"2019-12-09T16:18:26","modified_gmt":"2019-12-09T16:18:26","slug":"what-you-need-to-know-about-digital-experience-platforms","status":"publish","type":"post","link":"https:\/\/trueomni.com\/spanish\/blog\/what-you-need-to-know-about-digital-experience-platforms\/","title":{"rendered":"What You Need to Know About Digital Experience Platforms"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4170\" class=\"elementor elementor-4170\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8fd17f6 elementor-section-height-min-height elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-items-middle wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no 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elementor-size-default\">Blog<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a88be96 elementor-widget elementor-widget-heading\" data-id=\"a88be96\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">What You Need to Know About Digital Experience Platforms<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59c2917 elementor-widget elementor-widget-author-box\" data-id=\"59c2917\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/trueomni.com\/wp-content\/uploads\/2020\/12\/Dougs-Headshot-SMALL-204x300.jpg\" class=\"lazyload\" alt=\"Picture of By Doug\" loading=\"lazy\"><noscript><img decoding=\"async\" src=\"https:\/\/trueomni.com\/wp-content\/uploads\/2020\/12\/Dougs-Headshot-SMALL-204x300.jpg\" alt=\"Picture of By Doug\" loading=\"lazy\"><\/noscript>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tPor Doug\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-199815d elementor-widget elementor-widget-post-info\" data-id=\"199815d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-4b44d01 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/trueomni.com\/spanish\/2019\/12\/09\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>diciembre 9, 2019<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-73a79ecd elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"73a79ecd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6aba6ad0\" data-id=\"6aba6ad0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e3ba8e7 elementor-widget elementor-widget-text-editor\" data-id=\"3e3ba8e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-sm-8\"><article id=\"post-8193\" class=\"post-8193 post type-post status-publish format-standard has-post-thumbnail hentry category-blog\"><div class=\"entry-content\"><div class=\"article-body\"><p>Organizations in the market for a digital experience platform (DXP) over the next two years can expect to spend more effort and money after they select a vendor. The selection process is only the beginning.\u00a0<\/p><p>That may not be an earth-shattering revelation, but the number reported by\u00a0<a title=\"Gartner\" href=\"https:\/\/www.gartner.com\/en\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a>\u00a0may grab your attention. In its second\u00a0<a title=\"Magic Quadrant for Digital Experience Platforms\" href=\"https:\/\/www.gartner.com\/doc\/3901469\/magic-quadrant-digital-experience-platforms\" target=\"_blank\" rel=\"noopener noreferrer\">Magic Quadrant for Digital Experience Platforms<\/a>\u00a0(fee required)\u00a0released last week Gartner found that through 2021, 85 percent of effort and cost in a DXP program will be spent on integrations with internal and external systems, including the DXP\u2019s own, built-in capabilities. And here\u2019s another number to share with your marketing teams: 90 percent of global organizations will rely on system integrators (SIs), agencies and channel partners to design, build and implement their digital experience strategies.<\/p><p>We recently uncovered some of the costs of\u00a0<a title=\"digital experience platform implementation\" href=\"https:\/\/www.cmswire.com\/information-management\/investigating-the-cost-integration-and-other-realities-of-digital-experience-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\">DXP implementation<\/a>. Meanwhile, on the heels of the Gartner report, we caught up with the lead author and discovered some other key findings in the digital experience market.<\/p><h3>What Is A DXP Anyway?<\/h3><p>People have varying definitions of DXP. It\u2019s not as clear-cut as, say, a web content management system. According to the Gartner Magic Quadrant (MQ) published last week, a \u201cDXP is an integrated set of core technologies that support the composition, management, delivery and optimization of contextualized digital experiences. DXPs entail a high degree of emphasis on interoperability and cross-channel continuity across the entire customer journey.\u201d<\/p><p>That isn\u2019t the only definition. Gartner admitted as much in its MQ published this week. Vendors, Gartner authors found, use a \u201crange of definitions\u201d in terms of what they \u201cregard as critically important.\u201d It varies based on vendor strengths.<\/p><p>At least one notable industry watcher doesn\u2019t buy into the term DXP. Tony Byrne of\u00a0<a title=\"Real Story Group\" href=\"https:\/\/www.realstorygroup.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Real Story Group<\/a>\u00a0contends\u00a0<a title=\"digital experience platforms don\u2019t exist\" href=\"https:\/\/www.realstorygroup.com\/Blog\/3252-There-is-STILL-no-such-thing-as-a-DXP\" target=\"_blank\" rel=\"noopener noreferrer\">DXPs don\u2019t exist<\/a>. \u201cThere is no marketplace here, because no enterprise digital leader in her right mind would actually purchase \u2018digital experience\u2019 as a platform,\u201d Byrne wrote.<\/p><h3>Digital Experience Myths Vs. Reality<\/h3><p>So what are the actual outcomes when implementing and managing DXPs? Irina Guseva, lead author of the Gartner Magic Quadrant for Digital Experience Platforms and Gartner\u2019s senior research director for DXPs and web CMS, put together a myth vs. reality comparison when asked to dispel certain myths around DXPs:<\/p><table><tbody><tr><td><strong>DXP Is (Reality)<\/strong><\/td><td><strong>DXP Is Not (Myths)<\/strong><\/td><\/tr><tr><td>Central technological foundation to be built upon and to support the entire, continuous customer life cycle across all digital channels<\/td><td>Not just a mashing together of new or existing technologies. Not just a bucket of products.<\/td><\/tr><tr><td>Multichannel delivery via APIs of digital interactions across all touchpoints, including IoT, AR\/VR, digital assistants and kiosks<\/td><td>Not just a website channel. Or a responsive\/mobile web. Or mobile app<\/td><\/tr><tr><td>A unified and integrated platform on which an employee experience (among other experiences) can be deployed<\/td><td>Not a stand-alone intranet package<\/td><\/tr><tr><td>It\u2019s a platform where business and IT with various skills and responsibilities work together toward the common goal of customer experience improvement.<\/td><td>Not an IT system, not a marketing system. It is, however, a way to manage experiences and that management is far from just a task for the IT organization<\/td><\/tr><tr><td>DXP is built for change and can be easily changed as a response to changes in demand<\/td><td>Not a monolithic system that doesn\u2019t undergo constant evolution, optimization and refinement<\/td><\/tr><\/tbody><\/table><h3>Reliance On System Integrators \u2018Tremendous\u2019<\/h3><p>Back to the integration matter. Are organizations prepared now for the massive integration work that DXPs require? What kinds of surprises do they find? Who\u2019s doing the work now vs. 2021 when, according to Gartner, SIs, agencies and channel partners take over and do the bulk of the work?<\/p><p>Guseva told CMSWire in an interview that the majority of global organizations (of any size) are not prepared to carry out DXP implementations themselves. A former executive at DXP vendors\u00a0<a title=\"BloomReach\" href=\"https:\/\/www.bloomreach.com\/en\" target=\"_blank\" rel=\"noopener noreferrer\">BloomReach<\/a>\u00a0y\u00a0<a title=\"Adobe\" href=\"https:\/\/www.adobe.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adobe<\/a>, Guseva said organizations in the market for DXPs are driven by complexity of both their own DX strategy and specific requirements, as well as the complexity of DXP technologies. Because of this, \u201creliance on SIs and partner ecosystem is tremendous,\u201d Guseva said.<\/p><h3>Designed As An Integration Hub<\/h3><div class=\"row\"><div class=\"col-md-8\"><p>A true DXP is designed to be an integration hub, in addition to providing the capabilities around experience composition, management, delivery and optimization of digital experiences across the entire customer journey, Guseva added. Architectural flexibility, API-driven approaches, Content-as-a-Service (CaaS), head optional\/hybrid\/headless, microservices-oriented architectures are all supposed to aid in integration work, but this is \u201cnot consistent across the marketplace and some vendors do this better than the others,\u201d she added.<\/p><\/div><\/div><p>DXP is the centerpiece for customer experience and digital experience strategy execution, but it\u2019s not a silo and cannot be viewed as a single platform to solve all business needs, Guseva added. \u201cDXP is the centerpiece in the tech ecosystem that brings content, data, experiences, applications and micro-experiences into one layer,\u201d she said. \u201cTherefore, integration with multiple in-house, legacy, adjacent technologies is a must. The goal is a unified, continuous and optimized experience. You need integration with other systems to accomplish that.\u201d<\/p><h3>DXP Integration Barriers<\/h3><p>Bottom line? No vendor can do this elegantly enough: remove the complexity and integration barriers, Guseva added. \u201cA lot, of course, depends on digital maturity and digital business strategy of the client implementing\/buying a DXP,\u201d Guseva said. \u201c\u2026 The organic DXP\u2019s own capabilities are important here: the buyers may be under the impression they\u2019re buying a tightly integrated cloud\/suite from one vendor, but this is not always the case.\u201d<\/p><p>The integration challenge weighs heavily on buying decisions for DXPs, according to findings from the\u00a0<a title=\"Digital Clarity Group\" href=\"http:\/\/www.digitalclaritygroup.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Clarity Group<\/a>\u00a0(DCG) 2018 report, \u201c<a title=\"Digital Experience Platforms: Buyer Trends, Preferences, and Strategies\" href=\"http:\/\/www.digitalclaritygroup.com\/digital-experience-platforms-buyer-trends-preferences-and-strategies\/?event=login\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Experience Platforms: Buyer Trends, Preferences and Strategies<\/a>\u201d (login required).\u00a0What\u2019s important according to survey respondents? Availability of<br \/>technical support, solution quality and ease of integration. These requirements, DCG researchers found, outweigh the vendor\u2019s product roadmap and vision. Partner networks and partner expertise outweigh price considerations, according to the report.<\/p><h3>DXPs \u2018Need Work\u2019<\/h3><p>The Gartner findings related to DXP integration fall in line with revelations in the\u00a0<a title=\"State of Digital Customer Experience\" href=\"https:\/\/www2.simplermedia.com\/cw-cp-smg-2019-dcx-report.html\" target=\"_blank\" rel=\"noopener noreferrer\">State of Digital Customer Experience<\/a>\u00a0report released last week\u00a0<em>(Editor\u2019s note: Simpler Media, the parent company of CMSWire, produced this report).<\/em>\u00a0Customer data management and data integration is the second area for digital customer experience investment at 44 percent behind the top answer: 46 percent for analytics and dashboarding. Further, 46 percent of respondents said their digital customer experience platform and tools \u201cneed work,\u201d while another 41 percent said they are \u201csatisfactory.\u201d Only 13 percent answered \u201cworking well.\u201d<\/p><h3>How Gartner Views DXP Vendors<\/h3><p>So how about those vendors? Below is how the DXP market shapes up, according to the Gartner MQ. Now, keep in mind, Gartner only analyzes vendors that generated revenue of at least $10 million in annual license and\/or subscriptions in the four quarters to June 30 of last year. Gartner includes other requirements, too, in the areas of geography, cross-industry, ecosystem activity and market interest. We suspect there are a few more vendors classifying themselves in the DXP market (ask\u00a0<a title=\"Scott Brinker\" href=\"https:\/\/chiefmartec.com\/2018\/04\/marketing-technology-landscape-supergraphic-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">Scott Brinker<\/a>\u00a0for a few suggestions).<\/p><ul><li><div><strong>2018 Leaders:<\/strong>\u00a0IBM, Sitecore, Liferay, Adobe<\/div><\/li><li><div><strong>2019 Leaders:<\/strong>\u00a0IBM, Sitecore, Liferay, Adobe, Salesforce<\/div><\/li><li><div><strong>2018 Visionaries:<\/strong>\u00a0Episerver, Bloomreach<\/div><\/li><li><div><strong>2019 Visionaries:<\/strong>\u00a0Episerver, Bloomreach<\/div><\/li><li><div><strong>2018 Niche Players:\u00a0<\/strong>CoreMedia, SDL, Crownpeak, Kentico Software, Squiz, Jahia, censhare, Oxcyon, GX Software<\/div><\/li><li><div><strong>2019 Niche Players:<\/strong>\u00a0CoreMedia, SDL, Crownpeak, Kentico Software, Squiz<\/div><\/li><li><div><strong>2018 Challengers:<\/strong>\u00a0Microsoft, Oracle, SAP, OpenText,\u00a0Acquia,\u00a0Salesforce<\/div><\/li><li><div><strong>2019 Challengers:<\/strong>\u00a0Microsoft, Oracle, SAP, OpenText, Acquia<\/div><\/li><\/ul><p>Some other noteworthy vendor findings include:<\/p><ul><li><div>Censhare, GX Software, Jahia and Oxcyon were not included in this year\u2019s quadrant after making an appearance in year one.<\/div><\/li><li><div>Salesforce made a huge leap from Challenger to Leader. We didn\u2019t see that one coming where Salesforce has traditionally not offered a native CMS, but Gartner MQ authors say it filled that void:<br \/>Community Cloud\u2019s native web CMS capability, which Gartner reports has long remained a considerable feature gap for<br \/>Salesforce, is new and \u201cmostly unproven.\u201d Salesforce also has a CMS Connect feature for third-party web CMS integrations.<\/div><\/li><li><div>IBM (ability to execute) and Adobe (completeness of vision) are still the leaders in the two major categories in the quadrant.<\/div><\/li><\/ul><h3>Web CMS Takes Center Stage?<\/h3><p>Gartner\u2019s nod to Salesforce is another sign that web content management remains a staple for organizations\u2019 marketing technology and digital experience stacks. Mark Frost, CEO at Sitecore, said in a press release this week that content management is the\u00a0<a title=\"\u201ccenterpiece of a versatile digital experience platform.\u201d\" href=\"https:\/\/www.prnewswire.com\/news-releases\/sitecore-recognized-for-second-year-in-a-row-as-a-leader-in-2019-gartner-magic-quadrant-for-digital-experience-platforms-300795229.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u201ccenterpiece of a versatile DXP.\u201d<\/a>\u00a0Naturally, Frost has his agenda since Sitecore offers a web CMS.<\/p><p>But organizations are still pegging web CMS as priority. Almost a quarter of respondents (23.9 percent) in the Simpler Media Digital Customer Experience Survey cited digital experience\/web CMS platforms as a digital customer experience investment priority. Analytics and dashboarding was No. 1 at 46 percent. Forrester analyst Ted Schadler called web CMS the\u00a0<a title=\"backbone of digital experience delivery.\" href=\"https:\/\/go.forrester.com\/blogs\/pick-the-right-web-content-management-system-its-the-backbone-of-your-digital-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">backbone of digital experience delivery.<\/a><\/p><h3>What\u2019s The IT-Business Connection For DXPs?<\/h3><p>Another notable finding from Gartner\u2019s research into DXPs last week? DXPs are the key technological driver behind customer experience initiatives, yet it\u2019s often two different people buying a DXP and overseeing the CX strategy. Is this a problem? \u201cIt\u2019s the classical IT and business disconnect that happens in some cases, where CX strategy is driven in a siloed manner,\u201d Guseva said. \u201cIt can be a problem when IT buys one DXP, and business buys a completely different DXP to solve the same problem. Or there are multiple DXPs solving the same use case.\u201d<\/p><p>Guseva said in some cases, it may make sense to buy one DXP for employee experience and a different DXP for B2B experiences if there\u2019s a gap in functionality to address both use cases. Ultimately, the buying perspective must be organization wide and centralized, where multiple stakeholders are in communication and collaboration with each other across strategy, company direction, customer experience, product selection, requirements gathering and implementation. \u201cDue to high velocity in this space plan for the next three to five-plus years, not just for today,\u201d Guseva said.<\/p><p>If you would like to learn more information about Trueomni&#8217;s solution, contact us today at info@trueomni.com\u00a0or call\u00a0<a href=\"tel:833-300-6664\">833-300-6664<\/a>.<\/p><p>Refer to the original article at\u00a0<a href=\"https:\/\/www.cmswire.com\/digital-experience\/what-you-need-to-know-about-digital-experience-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.cmswire.com\/digital-experience\/what-you-need-to-know-about-digital-experience-platforms\/<\/a><\/p><\/div><\/div><\/article><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Organizations in the market for a digital experience platform (DXP) over the next two years can expect to spend more<\/p>","protected":false},"author":4,"featured_media":4171,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-4170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v28.7) - 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