《Martech:2023年企业数字体验平台营销人员指南(第2版)(英文版)(49页).pdf》由会员分享,可在线阅读,更多相关《Martech:2023年企业数字体验平台营销人员指南(第2版)(英文版)(49页).pdf(49页珍藏版)》请在三个皮匠报告上搜索。
1、MARTECH INTELLIGENCE REPORTS E C O N D E D I T I O N ENTERPRISEDIGITAL EXPERIENCEPLATFORMS:A MARKETERS GUIDELearn more at .Stand out with Arc XP,the digital experience platform that helps you forge genuine emotional connections with your customers on your terms.Low-code front-end platform that doesn
2、t require developersCentralized management across multiple sitesBuilt for multimedia stories and experiencesIntuitive,agile content management systemCreatebrand love.2023 Third Door Media,Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideMar
3、ket overview.3The evolution of DXPs in response to business needs.3Figure 1:Interest in digital experience and headless CMSs,is growing.3Figure 2:A constellation of technologies is giving way to a more unified platform.4The factors driving interest in digital experience platforms.4Figure 3:WordPress
4、 dominates the CMS market.5Rising expectations .6Figure 4:The number of connected devices globally is growing.6Data and analytics needs .6Figure 5:Customers expectations are raising the bar.7Figure 6:Businesses that dont personalize risk losing customers.8The modern user experience .8Figure 7:Google
5、 research correlates speed and revenue.8Figure 8:How headless and hybrid content management differs from the traditional approach.9Ecommerce everywhere.9A mindset shift toward greater agility and modularity.10Figure 9:Composable and modular offerings allow businesses to respond more quickly to chang
6、es.10The vendor marketplace.10Digital experience platform capabilities.12Content management.13Support for multiple platforms and types of experiences.13Delivery,presentation and orchestration of content and experiences.13Personalization.13Analytics and optimization.13Figure 10:Vendor comparison char
7、t.14Search and navigation.14Customer data management.14Strong functionality for integration and extensibility.15Low-or no-code development platforms.15Choosing an enterprise digital experience platform.15The benefits.15A caution.16Digital experience platform pricing .17Recommended steps to making an
8、 informed purchase.18Step One:Do you need a DXP?.18Step Two:Identify and contact appropriate vendors.19Step Three:Scheduling the demo.19Step Four:Check references,negotiate a contract.20Conclusion.21Vendor profiles.22Acquia.22Arc XP.24Contentful.27Jahia.30Magnolia.33Optimizely.36Oracle Content Manag
9、ement.39Pantheon.42WordPress VIP.45Table of Contents 2023 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideScope and methodologyThis report examines the current market for enterprise digital experience platforms(DXPs)and th
10、e considerations involved in implementing this technology.This report addresses the following questions:What trends are driving the adoption of enterprise digital experience platforms?Does my company really need an enterprise digital experience platform?What capabilities do enterprise digital experi
11、ence platforms provide?Who are the leading players in enterprise digital experience platforms?How much do enterprise digital experience platforms cost?For the purposes of this report,the term“enterprise digital experience platform”is defined as software that enables the creation,management,delivery
12、and optimization of digital experiences in a variety of channels and contexts.A DXP differs from a standalone content management system(CMS)in that it is designed to deliver content to multiple digital channels,has commerce built in and scales more efficiently,among other things.If you are consideri
13、ng licensing a digital experience platform,this report will help you decide which one,if any,best suits your businesss needs.The report is all new and includes the latest industry statistics,developing market trends and new vendor profiles and product information.This report is not a recommendation
14、of any individual digital experience platform provider,and is not meant to be an endorsement of any particular product,service or vendor.None of the vendors profiled paid to be included in this report.The vendors profiled in this report represent some of the choices available for enterprise digital
15、experience platforms,but the list of vendors is not exhaustive.Third Door Media conducted in-depth interviews with leading vendors and industry experts in the third quarter of 2022.These,in addition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editorial Director
16、,MarTech,Third Door MediaResearch,Writing and Editing:Pamela Parker,Research Director,Content Studio,Third Door MediaMarianne Fulgenzi,Research Consultant 2023 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideOver time,busi
17、nesses have undergone digital transformations to drive efficiencies,remain competitive in the marketplace and respond to changes in customer behavior.Market overviewThe evolution of DXPs in response to business needsThe core capability of the digital experience platform is managing and delivering th
18、e digital user experience primarily web pages,but also mobile apps and other types of content a need that has long been served by content management systems.While the growth of CMSs let marketers wrest control over websites from the IT department,which was largely in charge of the early web,marketer
19、s needs have grown beyond CMSs ability to meet them in recent years.Over time,businesses have undergone digital transformations to drive efficiencies,remain competitive in the marketplace and respond to changes in customer behavior.To perform everything expected of a modern marketing operation,marke
20、ters adopted adjacent technologies to enhance what their CMS was able to do.Web analytics helped marketers gather data about user behavior and the conversion funnel,with more sophisticated optimization systems allowing for A/B and multivariate testing.Customer journey analytics(CJA)gave marketers a
21、more sophisticated sense of the path users take on the route to purchase.For many businesses,ecommerce capabilities became essential to their digital operations.Connecting all the data in these systems to the right customer or prospect and keeping track of it all required a customer relationship man
22、agement(CRM)tool or even a customer data platform(CDP).Applying the insights gained required another set of tools for orchestration,and making sure digital platforms were safe,reliable and fast required technologies like content delivery networks(CDNs).Meanwhile,marketers and developers have grown f
23、rustrated by traditional CMSs as they sought to take advantage of lightweight frameworks for modern user interface development such as React or Bootstrap and the JAMstack,with the capital letters representing JavaScript,API and Markup.Though each of these technologies provides a way to improve the u
24、ser experience and helps modern marketers meet the demands now placed on them,this hodgepodge of systems has increasingly become a liability.In some cases,marketers are weighed down by the costs of licensing all of these disparate systems.Additionally,no matter how many APIs and integrations are emp
25、loyed,the sheer number of systems slows performance and risks data loss.With so many moving parts,there are more opportunities for things to go wrong.And finally,getting a truly holistic picture of marketing efforts and,beyond that,business operations is made more difficult and complicated by the nu
26、mber of systems involved.Figure 1:Interest in digital experience and headless CMSs is growingUnited States 1/1/20-12/4/22 Web Search digital experienceheadless cmsAverage Jan 5,2020 Nov 8,2020Dec 4,2022 255075100Source:Google Trends 2023 Third Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE
27、REPORT:Enterprise Digital Experience Platforms:A Marketers GuideMost of the content management systems(CMSs)businesses use today were originally built for a single purpose delivering content to a desktop web browser.Figure 2:A constellation of technologies is giving way to a more unified platformCam
28、paignmanagementUIframeworksSEO/analyticsMobileservicesContentmanagementsystemHorizontalPortalsSearchWorkflow&orchestrationTesting&optimizationCommerceSocial&collaborationHorizontal portal eco systemIntegrated contentmanagementIntegrated analyticsIntegrated digitalmarketingIntegrated commerceIn built
29、 omni-channel capabilityIn built searchIn built social&collaborationIn built workflow,rulesengine&orchestrationLean UIIntegrated platformLean integration modelVision for digital experience platformsSource:Third Door Media adaptation of an illustration in the Infosys white paper,Evolution of Portals
30、and Digital Experience PlatformsThese challenges,along with developments like the increased digitization of business brought about by the COVID pandemic and ever-heightened customer expectations,are some of the factors that have led to the rise of the digital experience platform(DXP).Lets look a bit
31、 more closely at the current environment and the challenges DXPs can help marketers overcome.The factors driving interest in digital experience platformsMost of the content management systems(CMSs)businesses use today were originally built for a single purpose delivering content to a desktop web bro
32、wser.Looking closer,WordPress the open-source platform now used for everything from ecommerce to massive corporate sites and owning 64%of the CMS market(See Figure 3)was built in 2003 as a blogging platform,competing with names you rarely hear today outside of a historical discussion.2023 Third Door
33、 Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideGiven the dominance of the WordPress CMS and businesses existing investments in the platform,its likely to be in the consideration set for marketers seeking DXP functionality.Figure 3:
34、WordPress dominates the CMS marketWordPressShopifyWixSquarespaceJoomlaDrupalAdobe SystemsGoogle SystemsBitrixPrestaShop63.9%5.9%3.5%2.9%2.5%1.8%1.6%1.2%1.1%0.9%Source:W3Techs Web Technology SurveysThe progress WordPress has made since its inception is undeniably admirable it has nearly singlehandedl
35、y democratized web publishing and has remained incredibly versatile,in part because of a developer ecosystem responsible for nearly 60,000 plug-ins.This ecosystem enables the platform to be very responsive to trends features often start as plug-ins and,as they gain popularity and utility,are later w
36、ritten into the core platform.However,like the above mentioned technologies adjacent to content management systems,this flexibility brings with it challenging complexity.WordPress parent company Automattic is addressing some of the weaknesses of content management systems through its acquisitions an
37、d development of its enterprise WordPress VIP offering,which is why weve profiled it in this report even though the company doesnt call its offering a DXP.Given the dominance of the WordPress CMS and businesses existing investments in the platform,its likely to be in the consideration set for market
38、ers seeking DXP functionality.Its clear,however,that the standalone CMS isnt meeting businesses needs any longer,a development acknowledged by Gartner when it retired its Magic Quadrant for Web Content Management report in June of 2020.The companys rationale is that the commoditization of content ma
39、nagement systems is fueling the opportunity for providers of DXPs.Forrester,for its part,covers what it calls Agile Content Management Systems,which largely play the same role in the tech stack as DXPs,despite the differing terminology.2023 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGEN
40、CE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideBehind all of these developments is a fundamental change in what customers expect from digital experiences,which is,in turn,driving whats expected of marketers.Rising expectations Behind all of these developments is a fundamental cha
41、nge in what customers expect from digital experiences,which is,in turn,driving whats expected of marketers.Some of this is fueled by the proliferation of devices and platforms now available.Ninety-two percent of people in the U.S.will use the internet by 2023,up from 90%in 2018,according to Ciscos m
42、ost recent annual internet report.And each of those people will have more and more devices an average of 13.4 connections and devices per person in 2023,up from just 8.2 per person in 2018.Globally,that number will go from 2.4 devices per person in 2018 to 3.6 devices in 2023.(See Figure 4)Figure 4:
43、The number of connected devices globally is growing2051050Billions of Devices20022202310%CAGR2018-2023Other(2.1%,3.9%)Tablets(4%,3%)PCs(7%,4%)TVs(13%,11%)Non-Smartphones(13%,5%)Smartphones(27%,23%)M2M(33%,50%)*Figures(n)refer to 2018,2023 device shareSource:Cisco Annual Interne
44、t Report 2018-2023Customers increasingly expect marketers to deliver consistent,personalized experiences to all of their devices,and they often use multiple devices to interact with brands and complete transactions(see Figure 5).Just delivering appropriate content to all of these channels and device
45、s is a challenge in itself,because each of them requires its own interface and mix of content to perform ideally.Or one might want to deliver the same content but in a different“wrapper”to a web page,a mobile app,an email communication and an app built for a smart speaker/assistant.A brand may even
46、have VR or AR assets it wants to deploy to certain platforms in certain circumstances.Beyond this challenge,larger enterprises often need to deliver the same types of content in different languages with specific cultural tweaks in each of the markets it serves.Data and analytics needs More important
47、ly,though,both consumers and business buyers expect to be known and understood in digital contexts,and delivering that personalization requires data and a means to act on those insights.2023 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:
48、A Marketers GuideIt isnt just that personalizing experiences confers an advantage,but,given these heightened expectations,failing to personalize is a big risk,especially given the ease with which customers can switch to a competitor.Figure 5:Customers expectations are raising the barThe experience a
49、 company provides is as important as its products/services I expect consistent interactions across departments I expect all company representatives to have the same information about me I often have to repeat or re-explain information to different representatives I expect connectedexperiences I expe
50、ct companies toanticipate my needs It generally feels like Im communicating with separate departments,not one company I generally trust companies Business Buyer ConsumerCustomers who agree with the following statements85%79%80%75%74%65%66%65%73%53%67%54%60%52%60%45%Source:Salesforce State of the Con
51、nected Customer It isnt just that personalizing experiences confers an advantage,but,given these heightened expectations,failing to personalize is a big risk,especially given the ease with which customers can switch to a competitor,McKinsey has found in its surveys.2023 Third Door Media,Inc.8 https:
52、/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideTo achieve better results,webmasters are looking closely at every element on their pages,seeking to eliminate unnecessary code and generally simplify their pages.Figure 6:Businesses that dont personalize
53、 risk losing customers1Question:Since the coronavirus(COVID-19)crisis started,which of the following have you done?25%of consumers selected none of these.Possible answers:new shopping methods;different brand;different store,retailer,or website;private label or store brand;new digital shopping method
54、.2Question:Please indicate how much you agree or disagree with the statements below when it comes to personalized communications and products/services from brands/businesses:I expect personalized communications and products/services tailored to my needs from the brands/businesses that I buy from.It
55、is frustrating when a brand/business shows or recommends me things that are not relevant to me.Possible answers:strongly disagree;disagree;somewhat disagree;somewhat agree;agree;strongly agree.Numbers shown indicate respondents that selected somewhat agree;agree;and strongly agree.Source:McKinsey Ne
56、xt in Personalization 2021 consumer survey 9/7-9/8/2021(n=1,013),sampled and weighted to match the US general population 18+years;McKinsey Consumer Pulse Survey 8/25-8/31/2021(n=2,094)and 2/18-2/22/2021(n=2,076),sampled and weighted to match the US general population 18+years.Consumers tried a newsh
57、opping behaviorduring the pandemic1Loyalty is up for grabsand consumers expect personalization fromthe brands and businesses they chooseConsumers expectpersonalization2Consumers get frustrated when they dont find it200708075%71%76%Source:McKinsey and Companys Next in Personalization repor
58、tThe modern user experience One significant aspect of the modern user experience is that it is fast.Besides the desire to please users,marketers focus on speeding content delivery because Google penalizes websites with poor landing page experiences which includes slow loading by ranking them lower i
59、n its search results.The search giant has long made the connection between page speed and success with users,saying:“In short,speed equals revenue”(see Figure 7).Figure 7:Google research correlates speed and revenue As page load time goes from:1s to 3s the probability of bounce increases 32%1s to 5s
60、 the probability of bounce increases 90%1s to 6s the probability of bounce increases 106%1s to 10s the probability of bounce increases 123%Source:Google/SOASTA Research,2017Given that Google organic search is still the largest traffic driver to most websites,businesses and those in charge of their s
61、ites have paid close attention.To achieve better results,webmasters are looking closely at every element on their pages,seeking to eliminate unnecessary code and generally simplify their pages.2023 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Pla
62、tforms:A Marketers GuideThe more marketers are able to repurpose and reuse content theyre creating,the more ROI theyre attaining from each investment.At the same time,many front-end web developers have been chafing at the limitations of programming in PHP,seeking to take advantage of more modern met
63、hods and craft the slicker and more flexible user experiences theyre able to deliver with those technologies.Both of these developments have led businesses to seek alternatives to traditional content management approaches.Examples include headless or hybrid CMSs,often within DXPs.In these types of d
64、eployments,the CMS disconnects the underlying content from the means and manner of displaying it.Because of this,developers can employ modern frameworks to create the user experience,and its easier to leverage the same database of content assets across multiple platforms,devices and formats.Figure 8
65、:How headless and hybrid content management differs from the traditional approachTraditionalHybridHeadlessPage servingBuilt-inSomewhere between Traditional and HeadlessNot specifiedContent input interfaceBuilt-inBuilt-inContent preview interfaceBuilt-inNot specifiedContent design displayBuilt-inNot
66、specifiedAPI availabilityPerhapsYesFunctions including search,forms,analytics,personalization.Built-in or plug-and-playOften integrated via plug-ins or add-onsEditorial workflowTypically oriented toward desktop and possibly mobile webpagesDisplay agnosticSource:Third Door MediaThe more marketers are
67、 able to repurpose and reuse content theyre creating,the more ROI theyre attaining from each investment.Additionally,reuse allows them to spend less on creation overall.Ecommerce everywhereThe COVID pandemic,because it shifted so much activity online,significantly raised the bar for user experience,
68、and ecommerce saw one of the most dramatic transformations.Stay-at-home orders and social distancing created a situation where many more businesses became ecommerce enabled.Restaurants and convenience stores suddenly had to introduce online ordering and curbside pick-up,while major brick-and-mortar
69、retailers and grocery stores needed to raise their online games to keep up with digitally native and direct-to-consumer companies.Nearly one in three Americans now see no difference between the experience of buying from a direct-to-consumer company versus a traditional retailer,a YouGov survey field
70、ed for Scalefast found in January of 2021.This trend extends to the B2B space,as well,with 53%of B2B purchase influencers now saying they have used a digital channel to complete a purchase transaction,according to a recent Forrester survey.These trends explain why commerce capabilities are more inte
71、grated with content than ever before in digital experience platforms.2023 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideThe pandemic and recent worldwide volatility have taught marketers an important lesson about being
72、responsive and agile.A mindset shift toward greater agility and modularityThe pandemic and recent worldwide volatility have taught marketers an important lesson about being responsive and agile.Businesses that were quickly able to identify and adjust to shifting societal conditions and consumer sent
73、iments have been the most successful at riding out the storm.One approach thats gaining currency in this environment is the composable DXP.“Application leaders,hamstrung by their existing monolithic platforms,struggle to deliver digital experiences fast enough to respond to changing market demands a
74、s well as new business threats and opportunities,”wrote Gartner analysts in Adopt a Composable DXP Strategy to Future-Proof Your Tech Stack,published in December of 2020(see Figure 9).Just as headless and hybrid CMSs separate the content itself from the presentation of that content,making it easier
75、to quickly develop and adapt more modern front-end experiences,a composable or modular DXP approach lets marketers pick and choose the modules that meet their business needs or even connect modules from other providers rather than being stuck with an all-in-one solution.Figure 9:Composable and modul
76、ar offerings allow businessesto respond more quickly to changesPresentation LayerOrchestration LayerCloud InfrastructureCloud InfrastructureCMSCustomerMultiexperienceAnalyticsSearchPersonalizationMonolithic DXPComposable DXPMultiexperienceOrchestrationCustomerPresentationContentSearchPersonalization
77、AnalyticsIntegrationSource:Gartners Adopt a Composable DXP Strategy to Future-Proof Your Tech Stack,December 2020.In recommending this approach to its clients,Gartner says a key indicator of vendor preparedness for this emerging world is their willingness to integrate with third-party solutions that
78、 may be a better fit,or provide better functionality,than their native module.The vendor marketplaceThe DXP market slowed a bit in 2022,with little activity in financings or mergers and acquisitions,especially compared to the breakout year of 2021.Vendors have instead focused on integrating their ac
79、quisitions and delivering on the promise that brought them investment.Kentico experienced the biggest changes of any DXP player in 2022,as it spun off Kentico Kontent in July.That division,which housed the companys cloud-native headless CMS efforts,began forging 2023 Third Door Media,Inc.11 https:/m
80、artech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers Guideits independent path as Kontent.ai backed by a$40M growth investment.The decision came after several years of Kentico Kontent operating independently within Kentico.The Kontent product wasnt tied to the Ke
81、ntico Xperience DXP launched in 2020 and,based on its website,it appears to be making its own push into the modular DXP space.The other player making the most splashy moves recently is Optimizely,which rebranded itself with that name(previously,it was known as Episerver)after buying the testing and
82、personalization company for an undisclosed sum in September of 2020.One key asset brought into the combination was Idio,an advanced analytics provider acquired by Optimizely in 2019.Under its new brand,Optimizely announced the acquisition of customer data platform Zaius in March of 2021,saying the b
83、uy will let it add customer data to its digital experience platform.The company followed that with an agreement to purchase Welcome(formerly part of NewsCred)in December of 2021,giving it additional capabilities in content marketing,marketing resource management and digital asset management.Bloomrea
84、ch has also been busy with its plans for expansion.It followed up a$175M equity investment in February 2022 with a deal with J.P.Morgan for a$30M,three-year credit facility which includes an accordion that may permit up to$130M in borrowing.In 2021,the company beefed up its offerings by acquiring Ex
85、ponea for its content and CDP capabilities.In January 2021,Sitecore said it had raised$1.2B in backing for an ambitious plan to drive growth.As part of this,the company acquired its own CDP,Boxever,in March 2021,plus headless ecommerce player Four51,Inc.It followed this up by buying Moosend(marketin
86、g automation)in May 2021 and Reflektion(AI-powered search)in September 2021.(Terms of the deals werent disclosed.)Pantheon took in a$100M Series E round of financing from SoftBanks Vision Fund 2 in July of 2021,its first infusion since a$40M investment in March 2019.In September 2021,the company rel
87、eased its Autopilot tool,which was based in part on the technology it acquired when buying Staging Pilot in 2019.The company in 2022 announced its headless product,called Front-End Sites,and began trials.Though Crownpeak didnt raise venture capital in 2021,the company acquired e-Spirit AG in March,b
88、ringing aboard its content-driven commerce experiences and AI-driven personalization capabilities.Arc XP(formerly Arc Publishing and a current division of the Washington Post)has made big inroads with large publishers and broadcasters around the world,and its rebranding as Arc XP telegraphed its int
89、entions to better serve brands that arent primarily in the media business.The company in 2019 announced a big investment toward growth,saying it had hired more than 100 staffers over 18 months in engineering,leadership,product and sales.Rather than buying a CDP,Arc has chosen to partner with BlueCon
90、ic to offer that capability to its customers.Acquia,which offers a number of open-source software tools for marketers,was purchased by Vista Equity Partners for an estimated$1B in September 2019.Since then,it has announced the launch of its open digital experience platform(DXP),which is powered by i
91、ts Marketing Cloud and Drupal Cloud offerings themselves largely assembled from big acquisitions like AgilOne(CDP),Cohesion(low-code site builder)and Mautic(marketing automation).In 2021,the company acquired the Widen DAM platform,giving it another component to bolster its DXP.Automattic has made 25
92、 acquisitions in its history,according to Crunchbase,many of them former plug-ins or partners it purchased to more closely integrate with WordPress.In 2021,the company bought Social Image Generator in September,Frontity(headless/hybrid front end)in August,Pocket Casts(podcasting)in July and content
93、analytics company Parse.ly in February.The company has also recently made significant investments in categories like email(Titan),chat apps and collaboration(Element),and one-click checkout(PeachPay),Crunchbase reports.2023 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterp
94、rise Digital Experience Platforms:A Marketers GuideA DXP enables the creation,management,delivery and optimization of digital experiences in a variety of channels and contexts.Automattic has fueled those investments and acquisitions by raising venture funding of its own.In February of 2021,it closed
95、$288M in financing,following an$80.6M venture round and a$300M investment led by Salesforce Ventures in 2019.Meanwhile,Progress Software bought Kemp Technologies(app delivery tech)in 2021 and Chef Software(continuous automation)in 2020.Oracle,for its part,acquired Sauce Video,a video content creatio
96、n and sourcing solution,in April of 2020.In other notable financial transactions,Contentful closed a Series E round of$80M in June of 2020 followed by$175M in 2021,valuing it at more than$3B,according to the company.Contentstack,for its part,raised$31.5M in a Series A round in October of 2019.Digita
97、l experience platform capabilitiesA DXP enables the creation,management,delivery and optimization of digital experiences in a variety of channels and contexts.It serves as the hub that brings together capabilities from multiple applications or modules to deliver a seamless digital experience.Markete
98、rs considering the adoption of a DXP should understand that the way these platforms have come together through acquisitions and integrations,for the most part means that native capabilities differ from one offering to another.Additionally,the modularity of these offerings is a point of differentiati
99、on some vendors offer more composable configurations than others.However,all should feature either native functionality or connections that enable the full range of capabilities explored here.The core capabilities of DXPs,provided either natively within the platform or via an integration include:Con
100、tent management,which may include digital asset management and/or product information management(PIM)Support for multiple platforms and types of experiences Delivery,presentation and orchestration of content and experiences Personalization Analytics and optimization Search and navigation Customer da
101、ta management Strong functionality for integration and extensibility Additional capabilities which may or may not be part of a DXP are:Commerce capabilities,including payment gateways Customer relationship management and communications Campaign management Marketing performance management Development
102、 platforms for multiple types of experiences,including low-code application development Data enrichment 2023 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideLike CMSs,DXPs will always include some sort of media library su
103、pporting images and videos,but some go further by integrating full-fledged DAM or PIM solutions.Lets explore each of these capabilities in more detail.Content managementDigital experience platforms provide CMS functionality such as an interface for inputting and editing textual content.This may incl
104、ude built-in or customizable workflows for collaboration,editing and approvals.Because this content repository will store elements to be delivered and displayed on multiple platforms and in a variety of contexts,the tools typically allow for extensive customization of the fields associated with an i
105、ndividual piece of content.Functionality also often includes the capability to reuse and repurpose modular content blocks within larger assets.Like CMSs,DXPs will always include some sort of media library supporting images and videos,but some go further by integrating full-fledged DAM or PIM solutio
106、ns.Support for more advanced types of content,such as 3D objects,VR or AR will differ from solution to solution.Support for multiple platforms and types of experiencesOne of the developments driving the growth of DXPs is the proliferation of devices and platforms to which marketers must deliver cont
107、ent.DXPs enable the same content,or versions of the same content,to be delivered to websites,mobile apps,smart speakers,podcasts and OTT.They may also support platforms,such as in-store kiosks or drive-through displays,that take digital content into the bricks-and-mortar world.The DXP may incorporat
108、e functionality to convert content from one format to another(PDFs to JPGs,for example),or from one language to another,to facilitate the customization of content to the place where it will be consumed.Delivery,presentation and orchestration of content and experiencesIn addition to serving as a repo
109、sitory for content of all types,DXPs must be able to(either natively or through integrations)deliver experiences that utilize personalization and context awareness.Many players favor a headless or hybrid approach,which allows for flexibility in presentation and enables marketers to more easily make
110、shifts to respond to changes in the marketplace.This element may include or link to a content delivery network,which can improve the speed of delivery and redundancy.PersonalizationKey to that delivery and presentation is the ability to leverage data and insights to tailor experiences to the needs o
111、f the content consumer.This capability may be enhanced by artificial intelligence or machine learning,which can enable automated personalization.Personalization features tie closely into the analytics and optimization functionality as well as customer data management.Analytics and optimizationDXPs m
112、ay include features for A/B or multivariate testing and optimization,as well as analytics to provide insight on customer journeys,campaign optimization and the business impact of content.Some may utilize artificial intelligence or machine learning to deliver insights or optimize on-the-fly.2023 Thir
113、d Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideFigure 10:Vendor comparison chartAcquiaArc XPBloomreachContentfulJahiaMagnoliaOptimizelyOracle Content ManagementPantheonSitecoreWordPress VIPLow-code or no-code application dev
114、elopment platformsTranslationDigital asset management(DAM)Marketing resource managementProduct information management(PIM)Digital commercePayment gatewaysCustomer serviceCRMContent managementHeadless or hybrid content managementPersonalization and context awarenessDelivery of content,presentation&or
115、chestrationAnalytics and optimizationCustomer data managementSearchArtificial intelligence(AI)Architecture and platform designSupport for content delivery and display in multiple platforms and channelsSource:Third Door Media.-Natively -Via integration Search and navigationDXPs include features that
116、enable sophisticated site search by indexing content and interpreting search queries,as well as presenting results.This can also include category pages to aid navigation,as well as filters that let users drill down to find the information or products theyre seeking.Customer data managementCustomer d
117、ata management in a DXP is often offered via a built-in or integrated customer data platform,which collects data from across the enterprise and resolves identity to create individual profiles.Features include the development of audiences that can be utilized in the orchestration of campaigns or expe
118、rience personalization.2023 Third Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideCustomer data management in a DXP is often offered via a built-in or integrated customer data platform,which collects data from across the enterp
119、rise and resolves identity to create individual profiles.Strong functionality for integration and extensibilityThis is probably the most important capability offered by DXPs,because it is fundamental to their role of bringing together all of the technologies that contribute to a customer-centric exp
120、erience.To fulfill this mandate,many vendors offer pre-built connectors,plug-ins or advanced integrations that have already been created and proven reliable.Such capabilities can speed implementation and time to realizing value.When pre-built connectors arent available,DXPs have APIs that enable int
121、egrations,though setting these up will require application development.It should be noted,however,that all APIs are not equal.While a REST API has become standard for nearly every martech application,many developers dont consider it adequate for the content management use case because it is relative
122、ly indiscriminate in the data it returns for queries.Some vendors offer the newer GraphQL API,which is more flexible,allowing more specific queries that deliver more granular results.This efficiency reduces the load on the webserver and therefore results in a faster experience.Another related capabi
123、lity stronger in some vendors than others is the community of developers,systems integrators and agencies that vendors have fostered.In many cases,especially for customers with complex business needs,the support of strategic and integration partners will be critical,especially at the start of DXP ad
124、option.In short,the more developers out there familiar with the ins and outs of a vendors technologies,the easier it will be for a customer to find assistance at a reasonable price point.Low-or no-code development platformsWhile this capability is not universal among vendors,it is gaining significan
125、t steam.These platforms allow non-developers to create applications and experiences in a more user-friendly interface more user-friendly than writing lines of code,anyway.Using these platforms still requires a fairly sophisticated understanding of technology,however.Choosing an enterprise digital ex
126、perience platformThe benefits Modern marketers are called upon to deliver coherent,customized and compelling user experiences to more devices and platforms than ever before.Enterprise digital experience platforms can help marketers in this pursuit by providing the following benefits:Faster,higher-pe
127、rformance websites with better search engine optimization.Traditional CMSs have become a pain point for marketers seeking to speed the delivery of their content especially on more bandwidth-constrained devices like smartphones.With Google penalizing slow-loading sites by ranking them lower in search
128、 results,failing to achieve speed benchmarks can have serious revenue implications.Adopting a more modern headless or hybrid architecture that shifts the computing heavy-lifting to earlier in the publishing process well before the end-user device requests the content can improve speed,and with it,re
129、venue,dramatically.2023 Third Door Media,Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideModern marketers are called upon to deliver coherent,customized and compelling user experiences to more devices and platforms than ever before.Abilit
130、y to deliver a better user experience.Beyond the speed improvements offered by headless and hybrid CMSs,they also allow developers to tap into more modern programming languages and frameworks.Additionally,developers can be more creative and craft solutions that are more tightly tailored to a busines
131、s needs,rather than being constrained by the limitations of a traditional CMS.More stability and reliability.Traditional CMSs deliver websites from a single server or a few redundant servers.With the DXP approach,content can be delivered from a highly-distributed content delivery network,where one s
132、erver can pick up the slack if another is down,ensuring that the site is never unavailable.This benefit can be especially compelling for ecommerce sites,which risk customers buying elsewhere if they have technical difficulties.Easier delivery of content to new and emerging platforms.The number and t
133、ypes of digital devices from desktop computers to in-store kiosks to VR headsets is inevitably going to continue to grow.Rather than develop an entirely new CMS to deliver content to these new device types and apps,a DXP allows brands to utilize the existing content repository with a new presentatio
134、n layer designed for that particular form factor.This also saves the ongoing time and resources that would be required to copy content from one platform to another when its meant to be delivered to multiple destinations.Enhanced ability to reuse and repurpose content,leading to greater ROI.What a di
135、gital asset management system can do for visual content,a headless or hybrid CMS can do for textual content it can serve as the single source of truth for brands content strategies.With tagging and other capabilities built into these platforms,it becomes easier to find,reuse and repurpose pieces of
136、content for other devices and locales(sometimes automatically),resulting in greater revenue driven from the initial investment in creating each piece of content.Given the fact that DXPs often incorporate DAM or PIM capabilities,these benefits carry over to content in other formats,as well.Fostering
137、a modular,more agile approach to content.While its difficult to quantify,another benefit of these systems is that they encourage marketers to think about content in a more granular and agile manner.The more flexible architecture and general approach enables regular learning and iteration,and may hel
138、p marketers gain a different perspective.Unification of analytics,giving marketers a more comprehensive view of strategy and spend.DXPs also unify analytics so the task of evaluating the ROI delivered from content can be done on a single platform,rather than shuttling data from one system to another
139、.Improved personalization,optimization and the unification of customer data.A DXPs approach to managing customer data especially those with full-fledged CDPs as parts of the platform brings with it the benefits of unifying data across the enterprise.This allows marketers to get a more comprehensive
140、view of the customer journey which,in turn,lets them customize the user experience to deliver the next-best-action for each individual.A cautionBecause of the way many of these DXPs have come together through acquisition and consolidation some vendors have multiple offerings that overlap in function
141、ality,so marketers evaluating these solutions should look very closely at the capabilities of the platform,or of each module.2023 Third Door Media,Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideMoving to a DXP is a big decision and has s
142、ignificant implications for your operations and ongoing costs.Digital experience platform pricing Moving to a DXP is a big decision and has significant implications for your operations and ongoing costs.With something like traditional WordPress or Drupal,youd typically have line items like the follo
143、wing:Developer resources to create and maintain the software,since many traditional CMSs are open-source.Database and server hosting and content delivery networks(CDN).With a DXP,youll want to ensure youre accounting for all of the pieces of the stack in addition to the cost for the CMS,which may in
144、clude:Developer insight to help you choose between the nearly infinite technology options for the display layer,or“head,”to go with your CMS.Developer resources to migrate your existing content assets into the new system.Ongoing developer resources to build display layers that integrate with the CMS
145、 and deploy changes and expansion to new platforms as they are needed.You may need to hire folks familiar with popular frameworks and libraries.Hosting for builds and content distribution network.Training for content creation/editorial staff on the new interface and processes.Because every vendor in
146、 the space offers its own“flavor”of system with some items baked into one solution but optional extras in another,its important to understand exactly what youre getting and what else youll need to have a fully-functional content infrastructure.Some vendors have more of an“all-in-one platform”approac
147、h,while others allow customers to pick and choose(and only pay for)the modules they need.Comparing apples to apples in terms of pricing can be challenging.The technologies associated with DXPs are often available as platform-as-a-service(PaaS)or software-as-a-service(SaaS),but some are offered as pr
148、ivate clouds or even on-premise installations.Recommended steps to making an informed purchaseUnderstanding your current processes,knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the DXP decision-making process.The following
149、 section outlines four steps to help your organization begin that process and choose the platform that is the right fit for your business goals.Step One:Do you need a DXP?Deciding whether your company needs to move to a DXP calls for the same evaluative steps involved in any software adoption,includ
150、ing a comprehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.Use the following questions as a guideline to determine the answer.2023 Third Door Media,Inc.18 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Expe
151、rience Platforms:A Marketers GuideUnderstanding your current processes,knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the DXP decision-making process.Do we have needs that arent being met by our current CMS?Are we able to s
152、ufficiently optimize content delivery speed so that it isnt a hindrance to our SEO goals?Can we deliver the kind of user experience our customers expect,on all of our must-have platforms and devices?Are security concerns or bug fixes taking developer time that could be better used elsewhere?Do we ha
153、ve,or can we hire,a development team to handle the presentation layers that may not be part of a DXP?Can we successfully migrate our existing content to a new platform without sacrificing our search rankings?Can we tie a new DXP into the existing important elements of our martech stack?What elements
154、 of our current tech stack are we looking to replace,and which do we want to keep?Is our editorial and content creation staff flexible enough(or tech-savvy enough)to adopt a new content management interface?Are we committed to changing our editorial processes to support more reuse and repurposing of
155、 our content?Do we have current needs or future ambitions to deliver content to enough different platforms or devices to justify switching?Does our C-suite support this type of initiative?A lack of executive buy-in can lead to inadequate budgeting,measurement and performance,and broken customer expe
156、riences.It is critical,therefore,to secure C-suite support.How will we define success?What KPIs do we want to measure and what decisions will we be making based on the data?As with any technology investment,it is critical to measure the impact of the DXP on your marketing ROI.Although KPIs will vary
157、 by organization or industry,you should be able to measure site or app speed,SEO ranking and traffic improvements,and conversion rate gains for lead generation or ecommerce.You may also be able to gauge whether the CMS is saving your developers or editors time.What is the total cost of ownership?Bec
158、ause DXPs unbundle some of the functions that are built into a traditional CMS stack,its important to ensure youre accounting for all of the pieces youll need to assemble for your new infrastructure.Youll likely need to budget for developer or systems integrator resources for the initial integration
159、.You may also need to budget for editor training and ongoing development to help you realize some of the benefits weve discussed here.Step Two:Identify and contact appropriate vendorsOnce you have determined that a DXP makes sense for your business,spend time researching individual vendors and their
160、 capabilities by doing the following:Make a list of all the capabilities your current customer experience stack has,the new capabilities that you would like to have and those that you cant live without.This last category is critical,and will help you avoid making a costly mistake.This can be especia
161、lly challenging with DXPs,given that there are so many different possible configurations of native vs integrated elements.Take your list of capabilities and then do some research.Many of the vendors profiled in this report provide blogs,e-books and interactive tools that can help,and some license re
162、ports from analysts that you may find beneficial.2023 Third Door Media,Inc.19 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideNarrow your list down to those vendors that meet your criteria.Submit a list of the requirements youve identified to ea
163、ch potential partner and set a time-frame for them to reply.Narrow your list down to those vendors that meet your criteria.Submit a list of the requirements youve identified to each potential partner and set a time-frame for them to reply.Decide whether or not you need to engage in a formal RFI/RFP
164、process.This is an individual preference.However,be sure to give the same list of capabilities to each vendor to facilitate comparison.The most effective RFPs only request relevant information and provide ample information about your brand and its needs.It should reflect high-level strategic goals a
165、nd KPIs.For example,mention your companys most important KPIs and how you will evaluate the success of your efforts.Include details about timelines and the existing digital technology you have deployed.When written properly,an RFP will facilitate the sales process and ensure that everyone involved o
166、n both sides comes to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to three or four platforms that youll want to demo.Step Three:Scheduling the demoSet up demos within a relatively s
167、hort time frame of each other to help make relevant comparisons.Make sure that all potential internal users are on the demo call and pay attention to the following:How easy is the platform to use for the day-to-day tasks handled by each department that will be using it?Does the vendor seem to unders
168、tand our business and marketing needs?Are they showing us our“must-have”features?Questions to ask each vendor include:4 What kind of content delivery speed improvements do you typically see with your clients?4 Why have you adopted the approach you recommend(fully headless or hybrid content delivery)
169、and what does that specifically mean in terms of how the whole system comes together?4 How is the DXP hosted?PaaS?SaaS?Private cloud?On-premise software installation?Or some combination of these?4 How does the platform integrate with other martech platforms(i.e.,CDPs,marketing automation platforms,C
170、RMs,DSPs,DAMs)?What capabilities are native to the new platform and how is it modularized?4 Do you have pre-built connections to solutions we already use or sources of content or functionality that we need?4 What reporting do you provide that will document the ROI from our efforts?4 What kind of cus
171、tomer support is included?Can we pick up the phone to report problems?4 Will we have a dedicated Account Manager and technical support,especially with the initial migration?4 Do you have other clients in our vertical?4 What kind of professional services are available?And how much do they cost?4 How
172、does the company handle requests for product modifications?4 What new features are the vendor considering?4 Whats the long-term roadmap and launch dates?2023 Third Door Media,Inc.20 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideBefore deciding
173、 on a vendor,take the time to speak with several customer references,preferably individuals in a business similar to yours.Step Four:Check references,negotiate a contractBefore deciding on a vendor,take the time to speak with several customer references,preferably individuals in a business similar t
174、o yours.The DXP vendor should be able to supply you with several references if you cannot identify them yourself.Use this opportunity to ask any additional questions and to find out more about any questions that werent answered during the demo.Make sure that the person youve been referred to is some
175、one who is a primary user of the platform.Consider also asking these basic questions:4 Why did you move to a DXP?4 Why did you select this platform over others?4 Has this platform lived up to your expectations?4 How long did the software take to implement?4 Who was involved in the implementation?4 A
176、re you also using additional tools for authentication,analytics or other parts of your stack?4 Were there any surprises that you wish youd known about beforehand?4 Where have you seen the most success?The biggest challenges?4 How are you measuring your own success?4 Has the overall implementation pr
177、ovided positive ROI,including all costs(i.e.,license,man-hours,etc.)?4 What is the most useful,actionable(favorite)report the platform generates?4 How easy was the set-up process and how long?Did the vendor help?4 How responsive is customer service?4 Has there been any downtime?4 What do you wish th
178、ey did differently?4 Why would you recommend this platform?Although not all vendors require an annual contract,many do.Once youve selected a vendor,be sure to get in writing a list of what technology and support are covered in the contract.Ask about what kinds of additional fees might come up:4 Are
179、there charges for custom integrations or additional API calls?If so,how much?4 What is the hourly charge for engineering services,and is there a minimum?4 What partner organizations are available to install and integrate the platform?4 If we need to train a new hire mid-year,what will that cost?4 Wh
180、at performance levels do you guarantee(response time,availability,problem resolution,accuracy,etc.)and what happens if you dont meet them?4 What is the“out”clause?Obtaining the answers to these types of questions upfront and having them in writing will ensure fewer surprises or additional costs down
181、 the road.2023 Third Door Media,Inc.21 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideThe rise of DXPs,and the headless and hybrid CMSs that are central to them,are revolutionizing the way content is created,managed and delivered to devices and
182、 platforms across the globe.ConclusionThe rise of DXPs,and the headless and hybrid CMSs that are central to them,are revolutionizing the way content is created,managed and delivered to devices and platforms across the globe.Whether this technology shift makes sense for your business depends largely
183、on whether youre chafing against the limitations and headaches inherent in your current system.If youre not able to deliver the kind of speed and user experience you require to any or all of your channels,a DXP might solve these problems for you.Additionally,such systems foster the adoption of proce
184、sses and strategies that can help your business more quickly adapt to change and take advantage of emerging opportunities.Its important to understand,however,that each vendor in the space may come at the challenge with a different approach and philosophy,and no two solutions will be apples-to-apples
185、 comparable.The fact that your options are so flexible and wide open is both a blessing and a curse,as its easy to get caught up in all of the different possible combinations of technologies.All that said,if you come into your inquiry with a modicum of technical knowledge and with a seasoned develop
186、er at hand with whom to discuss your options,youre sure to find the right solution for your business needs.The promise of the DXP is that youll not only meet your current needs,but also future-proof your infrastructure so you can more quickly shift to meet developing market conditions.n 2023 Third D
187、oor Media,Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideTarget customer Enterprises and mid-market companies across industries,including retail,consumer goods,healthcare,financial services,technology,media and entertainme
188、nt,travel,federal government/public sector and higher education.Company overview 1,400 employees.Founded in 2007.In 2021 Acquia acquired Widen,a digital asset management and product information management software provider.Product overview Acquia Open Digital Experience Platforms two foundational co
189、mponents are Drupal Cloud and Marketing Cloud.Drupal Cloud provides a true hybrid CMS to support coupled,de-coupled and headless digital experiences.Marketing Cloud provides the customer view and includes a Customer Data Platform to further enrich the digital experiences.Acquia Open DXP is comprised
190、 of Acquia solutions that enable organizations to bring together customer data and content,then quickly create personalized digital experiences and make them available across all customer channels.Solutions include Drupal Cloud for assembling and deploying digital experiences,Marketing Cloud for cus
191、tomer intelligence and one-to-one personalization,and digital asset management(DAM)and product information management(PIM)for managing content workflows and publishing up-to-date,branded content.Acquia DXPs modular architecture allows developers and marketers to experiment and implement new tactics
192、without being restricted by monolithic technologies.Extensible APIs allow Acquia DXP to integrate into organizations existing digital technology stacks.With Acquias Drupal Cloud hosting solutions,developers can leverage the open source Drupal content management system and associated developer tools
193、to stay efficient.Acquia CMS,Acquias opinionated version of Drupal,enables teams to create digital experiences to support B2B,B2C,or B2E using traditional headless,or hybrid architectures.Acquia Code Studio provides CI/CD tools for Drupal to automate webops workflows.Drupal Cloud hosting provides se
194、curity and a global support team at the ready.Acquia Site Studio features a low-code interface that allows digital marketers to create microsites that adhere to multi-brand design systems.Acquia Digital Asset Management(Acquia DAM)helps organizations govern their digital assets and product informati
195、on and add them into any website experience.Acquia Customer Data Platform(Acquia CDP)enables organizations to meet the demands of 1:1 customer experiences with rapid data integration,real-time customer analytics,and application of predictive machine learning models to personalize and orchestrate cus
196、tomer journeys at scale with the next-best content,channel,action and experience for each unique customer.Acquia technology partners include leading members of the MACH Alliance who share Acquias vision of helping customers transition to composable digital architecture.Acquia products include:Acquia
197、 CMS,Acquia Cloud Platform,Site Studio,Site Factory,Edge CDN,Cloud IDE,Code Studio,Acquia DAM,Acquia PIM,Acquia Personalization,Acquia Customer Data Platform(CDP),Campaign Studio and Campaign Factory.Acquia53 State Street10th FloorBoston,MA 02109T:(888)922-Key customersAcademy Mortgage Pac-12New Yor
198、k MTAPatientPointNestleKey executivesDries Buytaert,Co-Founder and Chief Technology OfficerMichael Sullivan,President and Chief Executive OfficerChris Andersen,Chief Financial OfficerJim Shaw,SVP and GM,Drupal Cloud 2023 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE R
199、EPORT:Enterprise Digital Experience Platforms:A Marketers GuideUse cases Acquia DXP is designed for organizations looking to rethink their digital stacks and consolidate investments in numerous CMSs,DAMs,commerce systems and more into an open,microservices-based architecture.Acquia customers view th
200、e DXP as the foundational framework to integrate their own custom back-end microservices into pre-packaged business capabilities that can be readily assembled into new multi-experiences using low-code or no-code tools.Within that framework,they need a single,consolidated set of core services for man
201、aging code and content,customer data and insights,and journey orchestration,experience delivery,and customer lifestyle optimization.Collaboration and workflow The typical workflow is very streamlined,but balances this with governance.The marketer will create a draft from an existing or new piece of
202、content.When the content is ready,the marketer will put it into a review state.At this point,it is visible to authors and editors,but not to site visitors.Editors can review the content,leave notes and optionally move it back to draft.When the final content is approved,it can be directly published o
203、r scheduled for future publication.Acquia Site Studios low-code approach to building and updating content enables collaboration among internal teams and external agencies to accelerate content creation while maintaining governance at scale.Site Studio and Acquia CMS can be configured with distinct w
204、orkflows and approval processes that help enforce an organizations content review process.To ensure brand governance,organizations can restrict access to only mandated color palettes and fonts to ensure consistency across new content by internal business users,global business units,and external agen
205、cies and partners.Third-party integrations Acquia supports connector-based,template-based,and custom integrations to enable inbound and outbound data flow from its software.In 2022,Acquia announced a partnership with Workato to power enterprise connectivity and integration pipeline to Acquia CDP,exp
206、anding on the existing relationship and delivery capabilities already in place to support Acquia DAM.Acquia continues to evolve its digital commerce framework to enhance composable commerce supporting integration and partnerships with commercetools,KIBO,Lucidworks,ElasticPath,Big Commerce and others
207、.Acquia will prioritize out-of-the-box solutions from systems integrators like TA Digitals Commerce Factory to provide pre-packaged capabilities.Pricing and support Annual contract required.Pricing details are not publicly disclosed.Acquia offers 24x7x365 support.A dedicated customer success team is
208、 offered for each customer,with various levels of account management pending the customer agreement.Acquia offers professional services and technical strategic guidance as add-on solutions.Acquia53 State Street10th FloorBoston,MA 02109T:(888)922- 2023 Third Door Media,Inc.24 https:/martech.orgVENDOR
209、 PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideTarget customer Arc XP serves enterprise-level organizations across the globe in the media,commercial enterprise and B2C commerce spaces that are focused on engaging digital audiences with context-driven co
210、ntent.Company overview 300 employees across eight countries.Founded in 2014.Arc XP is a privately held company serving customers in 28 countries.It is a wholly-owned subsidiary of the Washington Post.The companys headquarters are in Washington D.C.and it operates several regional offices including i
211、n Chicago,New York,San Francisco,and Paris.Product overview Arc XP is a cloud-native DXP built on AWS with a modular architecture giving customers the flexibility and extensibility to integrate their proprietary and third-party technologies of choice to build the digital stack that works best for th
212、eir business.Customers can integrate Arc XPs headless tools into their existing technology stack or leverage Arc XP as an end-to-end digital experience platform.Arc XP provides APIs and SDKs that give outside systems access to content created in Arc XPs agile content management system.Arc XP Themes
213、offer 100 customizable out-of-the-box components and page templates.Arc XPs mobile app enables iOS mobile and tablet users to create content like stories,images,or even live video while on the go.Use cases Commercial enterprises use Arc XP to optimize their content creation and multichannel marketin
214、g efforts and make it easier for marketing teams to create websites without the need for developer support.B2C brands use Arc XP to bring brand storytelling together with their e-commerce experience to deliver digital experiences that drive consumer engagement and conversion.Publishers and media org
215、anizations use Arc XP to deliver efficiencies to creating and delivering digital content and to run their site experiences for optimal performance.Content management functionality Arc XPs API-first agile content management system,Arc XP Content,combines content creation tools,centralized photo and v
216、ideo digital asset management,and automated workflows to provide content creators everything needed to create,manage,and deliver targeted messages across channels.Arc XP adapts to customers varying content creation processes with a flexible built-in workflow management system,a rich permissions fram
217、ework and automated notifications to streamline the collaboration and approval process.Arc XP1301 K Street NWWashington,DC Key customers AvalonBay CommunitiesBPFox Sports MexicoGray TelevisionInfobaeMorningstarKey executivesMiki King,PresidentMatthew Monahan,Vice President of Product&TechnologyMike
218、Holland,Vice President of ProductJosh Fosburg,Head of Global Sales&Customer Success 2023 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideHeadless/hybrid options Arc XP Content is architected to be used in a
219、 headless configuration or in a hybrid capability with the Arc XP Experience Platform,a fully hosted and managed low-code front-end that simplifies website creation and management.Front-end agnostic,Arc XPs headless CMS interface includes RESTful APIs and a Kinesis-based event stream that gives cust
220、omers the flexibility to integrate with a variety of head implementations.To reduce the IT resources spent managing multiple point solutions,customers can use Arc XPs headless CMS in conjunction with its fully hosted site builder and React.js site rendering and delivery engine.Personalization and co
221、ntextual awareness capabilities Arc XP enables clients to understand their customers and deliver targeted experiences across geos,IP addresses,devices,and more to be able to reach the right audiences at the right time.Arc XP empowers content testing on pages for single or multiple sites making it ea
222、sy to test content variants to learn which performs better with audiences and automatically routes traffic to the winning variant.Arc XPs platform is equipped with a suite of tools that tags content with topics and keywords,which are then used to recommend articles and target advertising to readers
223、who have already shown interest in these topics and keywords.Platforms/channels for content and experiences Arc XP enables content delivery across all types of digital environments including single or multi-site environments,landing pages,social media or news feeds,video feeds for Google and Apple N
224、ews,Facebook Instant Article and Flipboard platform feeds.Arc XP offers flexible content syndication to third-party social platforms to engage new audiences with sitemaps and RSS feeds designed for social aggregation platforms.With Arc XP,video content can be live streamed to YouTube and Facebook as
225、 well as Arc XPs native iOS,Android,and Web SDKs and players.Video library content can also be used to create linear,virtual channels monetized with dynamic ad insertion and delivered straight to OTT(over-the-top)experiences.Arc XPs WebSked provides an environment for content planning and process ma
226、nagement.The feature allows users to automate workflows with sophisticated permission layers while streamlining collaboration and version control across internal teams and external agenciesAnalytics and reporting Arc XP enables users to utilize their preferred analytics provider,including Google Ana
227、lytics and Chartbeat,to present standard and customized analytics contextually for data-informed content management and optimization.Arc XP provides users the ability to view contextual analytics about end user behavior on the current page they are editing,in real-time,through the WYSIWYG editor.The
228、 reporting and visualization stack is built on top of the core commerce platform,allowing for real time data reporting.Customer developers can use Arc XPs reporting APIs to stream their customer,order,subscription and financial data to integrated systems.Arc XP also offers a backend WebSocket stream
229、 of updates,allowing customers to keep their CDP,marketing automation and centralized reporting services up to date.For content workflows,Arc XPs WebSked tool provides a wide range of statistics and dashboards on content count,“pitched”stories,content by time and deadline accuracy.Arc XP1301 K Stree
230、t NWWashington,DC 2023 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers Guide Out of the box,Arc XP provides site performance metrics with dashboards for SEO and Core Web Vitals,as well as best practices to assis
231、t in increasing overall site performance and SEO scores.Collaboration and workflow Arc XPs WebSked includes several task management tools that aim to simplify content curation and planning.Users can create complex task-related notifications to send to their team for required reviews and approvals.We
232、bSked also integrates with Slack and Microsoft Teams to further enhance collaboration.Privacy and data security Arc XP is ISO 27001-certified and utilizes industry best practices that address physical,electronic and management procedures to ensure data is secure both at rest and in transit.In order
233、to ensure security practice effectiveness,Arc XP operates several programs including regular vulnerability scans,infrastructure hardening,change management and control,security education,as well as internal and external audits to ensure processes and security controls are delivering on Arc XPs promi
234、se of a secure platform for its customers.Third-party integrations Arc XP integrates with over 60 third-party systems spanning social media,chat,data enrichment and advanced analytics tools.Built on a flexible framework,Arc XP seamlessly integrates with additional third-party tools used by its custo
235、mers.The solution can be deployed as an end-to-end digital experience with a fully-hosted and managed front-end site experience engine or it can be integrated as headless tools into an existing digital experience stack.Pricing and support Annual contract required.Pricing model is based on the number
236、 of users as well as on usage.As part of Arc XPs monthly SaaS fee,customers receive the platform and tools along with a fully managed CDN,infrastructure,maintenance,platform upgrades,dedicated account management and 24/7 global technical support.Arc XP1301 K Street NWWashington,DC 2023 Third Door Me
237、dia,Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideTarget customer Contentful is industry agnostic and built for companies of all sizes-from the smallest team to global enterprise companies.Company overview 750+employees f
238、rom more than 70 nations Founded in 2013 in Berlin;now has hubs in Berlin,Denver and San Francisco.Contentful closed$175 million in Series F funding,with a valuation of over$3 billion in 2021.Tiger Global led the round with Base10 Advancement Initiative,and Tidemark joined Contentfuls existing inves
239、tors.Contentfuls vision is to“unlock the power of digital content.”Product overview Contentful unifies content in a single platform,structures it for use in any digital channel,and integrates with hundreds of other tools through open APIs.Contentfuls open platform allows for easy and quick customiza
240、tion and deep integration with any tech stack.Digital teams can innovate and orchestrate digital experience delivery at scale by aggregating,structuring,and delivering content across an organizations digital footprint.Use cases Global marketing and localization:Users can connect across channels and
241、regions to an enormous audience of customers speaking numerous languages and transacting in various regions.Agile e-commerce:Contentful-powered agile e-commerce makes creating connected and differentiated shopping experiences easier.Self-service:Contentfuls platform allows businesses to build out kn
242、owledge bases that deliver answers via a support portal or in-product,regardless of device or location.Content management functionality Contentful is an API-first composable content platform that helps businesses create,connect,and reuse content,orchestrate experiences,and deliver through any API-en
243、abled digital channel.It also facilitates the structuring of content for any channel with functionalities to build engaging experiences across markets and channels.Personalization and contextual awareness capabilities Contentful is an easy-to-use and completely customizable UX built for authoring an
244、d composing all types of content rich text,images,location,dates,collections,JSON snippets,entry references,and more.It also allows you to structure content for any channel with functionalities like creating custom content types,picking and choosing individual fields,and arranging entries in flexibl
245、e hierarchies.Integrations with personalization tools make it easy for marketers or others to define personalized content paths directly within the Contentful interface.Contentful1801 California Street Denver,CO 80202 T:(303)297- Key customersSiemens DigitalDanoneDocusignStaplesIntercomGoodRxKey exe
246、cutivesSteve Sloan,Chief Executive OfficerMairead ODonovan,Chief Product OfficerPaolo Negri,Co-Founder and Chief Technology Officer Sascha Konietzke,Co-Founder and Chief Strategy Officer 2023 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Expe
247、rience Platforms:A Marketers GuidePlatforms/channels for content and experiences The Contentful Composable Content Platform allows developers and content teams to manage,integrate,and deliver content across every API-capable digital channel,including but not limited to web pages,mobile apps,email,so
248、cial media,kiosks,digital signage,interactive voice assistants,and video games.Analytics and reporting For internal-facing reporting and monitoring,Contentful offers built-in application usage analytics such as API requests,bandwidth,and space growth tailored to billing and performance monitoring.Ap
249、ps like GlobalLink from T embed localization reports on regions,users,and translation status.Customers also build their custom apps for reporting,like IKEAs Global Content Reusability Index dashboard,which measures the amount of global-level content being reused at the regional level to optimize the
250、ir content operations.To better understand content performance in Contentful,customers can connect it to the analytics platform or data source of their choice,including Google Analytics,Adobe Analytics,Amplitude,Heap,Frosmo,Lytics,Segment,or Tealium.Apps can also be created to embed reports directly
251、 within Contentfuls SaaS application to avoid context switching for editors from quick insights in the sidebar next to their content to full-page apps that live in the web apps navigation(built and managed with Contentfuls App Framework).This hybrid approach lets editors manage static and experiment
252、al content in one place.It also facilitates server-side implementations(to avoid issues like slow page loads/flashes)and allows for quicker deployment of winning variations.Collaboration and workflow Contentful Studio offers automated workflow stages,access,and publishing rights for entries as they
253、go through approval workflows across teams.Studio also provides tools to deliver large campaigns and releases collaboratively,with a content planning calendar and a visual workflow editor.It is purpose-built for orchestrators who need to push out a Black Friday update across their digital footprint,
254、followed by a Cyber Monday refresh across channels,languages,and regions.Additionally,the App Framework easily extends Studio to adapt and grow with the needs of content teams.Workflow integrations powered by apps include:Jira app for tickets attached to content.Translation apps to manage localizati
255、on workflows end-to-end between services and translators.PIM and DAM apps let editors embed approved assets or available inventory(all these apps live in Contentfuls UI to reduce context-switching).Contentfuls webhooks library supports the broader content supply chain with custom workflows connected
256、 to services,including Slack,Twilio,SMS,Google Cloud functions,and more for notifications and actions in other systems(e.g.,task completed in Contentful triggers a workflow in Slack and an SMS message to the stakeholder in charge).Privacy and data security Contentful is ISO-27001 security compliant,
257、offering high availability,dedicated hardware,24/7/365 on-staff monitoring,and up to 99.99%uptime.Third-party integrations Contentful integrates with third-party vendors,and apps are readily available to Contentful1801 California Street Denver,CO 80202 T:(303)297- 2023 Third Door Media,Inc.29 https:
258、/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers Guideuse with an easy install into Contentful spaces.The companys webhooks library supports the broader content supply chain with workflows connected to services,including Slack,Twilio,SMS,Goog
259、le Cloud,and more.The Contentful Marketplace enables easy discovery and installation of various services into Contentful.Apps can be securely installed in a few clicks,with automatic authentication via OAuth that helps admins and developers easily provision apps.Apps are centrally managed and instal
260、led across spaces as needed valuable for governance and large-scale provisioning.With the App Framework,customers and partners can supplement what they get out of the box or through the Marketplace with self-built apps to meet the specific needs of their business.Contentful is available on the Atlas
261、sian,AWS,and GlobalLink marketplaces(also on Mux,Brandfolder,Frontify,XTM Connect,and Acclaro).Pricing and support Free fully-featured trial available.Free Community plan available,designed to let users support personal projects or pilot professional projects before upgrading.Team plans start at$489
262、/month and can be canceled anytime.They include the basic Studio unified editorial workspace capabilities,expanded authoring roles and locales to support basic publishing workflows,and technical support via email or in-app messaging.Premium plans require an annual contract and include the Team-plan
263、functionality,plus:Unlimited Studio features Guaranteed SLAs Options for single-tenant and multi-region infrastructure Customizable roles and tasks for granular workflows SSO Teams and user management API Access to Customer Success Managers,Solution Architects,and professional services offerings.Sup
264、port includes access to a growing developer community of more than 400,000 members,a public Slack channel,complimentary learning services,enablement resources for practitioners,and rich developer documentation.Contentful1801 California Street Denver,CO 80202 T:(303)297- 2023 Third Door Media,Inc.30
265、https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideTarget customer Jahia specializes in verticals including financial services,pharma,insurances,complex manufacturing,hospitality,transportation and utilities,government agencies,and c
266、onsumer brands.Jahias enterprise market customers typically have an annual revenue between$50M and$10B.Company overview 58 Employees.Founded in 2002.In 2015,Jahia completed a 20 million(circa$22.5 million)round of funding fully subscribed by Invus.Product overview Jahia DXP helps organizations deliv
267、er the following use cases:Websites optimized for conversions to build highly personalized experiences and increase lead generation or service subscription.Multi-brand,multi-site and global presence to create and manage dozens of sites from one single platform.Customer,supplier and employee portals
268、provide personalized self-service and authenticated experiences.Headless sites and content-enriched applications deliver personalized content with Jahias built-in customer data platform.Content management functionality Create,edit,review and publish content with user-friendly content authoring tools
269、 with the ability to reuse content across all web projects.Manage and deliver content with maximum flexibility:Traditional:content as fully rendered dynamic HTML Pages.Headless:marketer-friendly in-page content editing,content and personalization GraphQL,API,live site preview and comprehensive Next.
270、js SDK.Store,organize,share,and manage access to all digital assets from a central repository.Templates and tools for creating professional and captivating pages.Adapt your content to every channel and device for the best user experience.Content localization for your multilingual websites.Manage and
271、 measure the performance of all websites centrally.Battle-tested portal technology to provide a unified customer experience on top of any legacy applications.Allows for a diverse set of authentication methods(SSO,LDAP,Active Directory,SAML)for visitors,customers and content editors.Maximize data pro
272、tection and access control.Advanced site search capabilities,from facets and instant search to federated content.Create forms that convert and share the data easily.Personalization and contextual awareness capabilities Jahia jExperience is a personalization engine built on top of Jahias Customer Dat
273、a Platform(CDP),combining content management with customer data.Test,evaluate,and optimize every digital interaction to deliver individualized customer experiences.Unified content authoring and personalization UI for both headless and head-on JahiaEsplanade de Pont-Rouge 41212 LancySwitzerland Key c
274、ustomers AllianceRX Walgreens PrimeArkemaEuropean ParliamentLombard OdierMarriott Vacation WorldwideSodexoKey executives Gwenola Rebois,Co-Chief Executive Officer and Chief Financial OfficerMichel Romy,Co-Chief Executive Officer and SVP Customer SupportStephanie Rouaud,SVP Product and R&DLoic Mocell
275、in,VP Sales and Marketing EMEA 2023 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers Guideexperiences;personalize and optimize(A/B test)any block within a page,or a whole page.Authors and marketers can easily sim
276、ulate their personalisation with Jahias preview capabilities,selecting defined personas,and adding additional criteria such as segments,scoring plans,and session properties.Platforms/channels for content and experiences Jahia provides a distinct in-page content authoring experience regardless of the
277、 channel.It is used to power traditional websites,single-page applications(React,Next.js or any other technology using GraphQL APIs)and mobile apps.Content,customer data and search APIs make Jahia relevant in a wide range of channels and contexts.Jahia facilitates integration of customer data into t
278、he Customer Data Platform with Jahia Stack Connect.Analytics and reporting Jahia DXP comes with built-in dashboards to access the most common site metrics,pages and audiences.These dashboards are based on Jahias CDP and can combine metrics of various natures,such as behavioral(page views,clicks,log-
279、ins,forms),contextual(geolocation,referrers,devices),and declarative data from surveys and forms.The built-in CDP can also track visitor interactions from single-page applications and external websites.CRM and marketing automation data can also be leveraged in any analytics dashboard.Customers can a
280、dd custom dashboards and embed them wherever in Jahias extensible UI.Notifications can be implemented via Jahias low code integration partner.Collaboration and workflow jContent provides out-of-the-box workflows,to orchestrate reviews and publications.A system of comments,embedded in the workflow UI
281、s ease the collaboration between editors and reviewers,to explain the changes made and if necessary the required modifications.It is also possible to plan when a publication needs to happen from the workflow.Customers can replace the default publication workflows with custom ones to better match the
282、ir own processes.Jahias workflow engine is open and is not restricted to reviews and publications.It can be used to address other use cases,such as translation requests,document validations,etc.The Jahia Tasks module can be extended,or used as an example of implementation,to implement such use cases
283、.Privacy and data security Jahia Cloud is ISO 27001:2013-certified by Coalfire and HIPAA compliant.It runs highly available multi data centers architectures with 99.9%availability or more while providing 24/7/365 in-house support.Jahia Cloud customers get to choose their public Cloud provider betwee
284、n AWS,Azure and OVH and hosting location(US or EU).Jahia Cloud delivers Enterprise-grade integrations such as CDNs,Web Application firewalls and fully encrypted data during rest and transit.Third-party integrations StackConnect is a no/low-code solution allowing digital marketers and marketing opera
285、tions managers to integrate jExperience with other solutions in their stack.By creating recipes,it is possible to update CRM systems in response to visitor integrations or pull Marketing Automation data to improve the relevance of your on-site personalizations.More than 400 connectors are available
286、to most of the martech and ad tech solutions.Pricing and support An annual contract is required.JahiaEsplanade de Pont-Rouge 41212 LancySwitzerland 2023 Third Door Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers Guide A fr
287、ee trial is available.Solutions pricing is based on a yearly subscription.Cloud pricing depends on the yearly traffic,the chosen solutions,and the number of users.On-premise pricing is based on the infrastructure deployed for the production environment,the chosen solutions,and the number of users.Al
288、l non-production environments are unlimited and free of charge Yearly subscription includes an unlimited number of online support hours.Professional services can be packaged within the subscription or purchased separately(starts at$2,000/day;cost decreases with volume.JahiaEsplanade de Pont-Rouge 41
289、212 LancySwitzerland 2023 Third Door Media,Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideTarget customer Magnolia targets medium to large enterprises across a number of verticals.Magnolia caters especially to these indust
290、ries:retail,banking,insurance,tourism and hospitality and media.Company overview 180 Employees.Founded in 1997.Magnolia is a privately-held company serving customers in over 100 countries,with headquarters in Basel,Switzerland and regional offices in New York,London,Madrid,Shanghai,Ho Chi Minh City,
291、Singapore,the Czech Republic and Bangkok.Product overview Magnolias composable digital experience platform combines the functionality of an enterprise DXP with the flexibility of an API-first headless CMS,bringing together content,data and services in any tech stack.Use cases Content-driven commerce
292、:Magnolia allows marketers to curate the products,override content from the PIM or e-commerce system at will and sell using personalization and omni-channel campaigns.Lead generation:Magnolia integrates with marketing automation systems.Forms from the external system are available to marketers direc
293、tly within Magnolia,removing the need to copy text and data between systems.Franchise and multisite:The Live Copy feature enables authors to maintain primary content in one place and control content rollouts across pages and sites.Intranet/Extranet/B2B portal:Internal information is available to the
294、 right people through portals and intranets.A self-service portal for customers reduces the reliance on customer service while improving the customer experience.Media:Magnolias long-form Stories App offers article composition,with the ability to instantly publish and update a breaking story.Multicha
295、nnel:Magnolia headless is selected for custom front ends,including smart speakers,digital assistants,in-store kiosks,in-ship entertainment,digital signage,print and VR.Content management functionality There are three types of authoring tools.Teams have full flexibility to mix WYSIWYG experience buil
296、ding(pages or fragments)with the Pages App,COPE approaches with structured content powered by Content apps and semi-structured content editing through the Stories app.All offer full traditional rendering or headless delivery to external rendering systems for various channels.Magnolia provides hybrid
297、-headless features and all authoring tools are also usable in headless mode.All authoring tools provide multi-language authoring.Magnolia provides automatic AI-based tagging of images and text content.The search in the Magnolia UI lets practitioners tap into multi-sourced content pools.MagnoliaOslo-
298、Strasse 24142 Mnchenstein,SwitzerlandT:+41 61 228 90 00magnolia-Key customers Ancestry JetBluePing AnState Street CorporationViking CruisesKey executives Tim Brown,Chief Executive OfficerAlain Kugelmann,Chief Financial OfficerJan Haderka,Chief Technology OfficerAnthony Poliseno,Chief Marketing Offic
299、er 2023 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuidePersonalization and contextual awareness capabilities Magnolia supports integration with third-party systems to provide personalization traits and con
300、text for the current visitor.Magnolia additionally provides key context traits like date,country and visitor status out of the box.Its also easy to provision additional traits for example via cookie,querystring or REST call.A user journey feature sets trait values automatically based on visitor beha
301、vior.Practitioners work in-context in a visual WYSIWYG environment.They can create one or more variants of an entire page or any components on a page and choose the audience for each variant.Marketing directors use a dedicated Segments app to manage key audience segments by specifying traits.Practit
302、ioners target their audience by choosing pre-configured segments.They then use a powerful personalization preview feature to instantly test how the experience looks to a visitor persona or to an ad-hoc combination of traits.Magnolias personalization features are fully supported on headless projects.
303、The content delivery API is personalized.Platforms/channels for content and experiences Magnolia supports traditional server-rendered HTML for desktop and mobile websites,and has fully implemented advanced API-based headless delivery.All authoring tools produce future-proof and clean,atomic content.
304、Clients can serve pure content to any platform or channel via Magnolias modern and flexible REST APIs.Magnolia allows for specific templates for different devices and channels.For content authors,Magnolia provides a built-in preview for desktop,mobile and tablet.Practitioners can test content varian
305、ts and campaigns on personas or on ad-hoc personalization traits.Headless delivery is available via SPA,PWA and Jamstack.Magnolias Visual SPA Editor allows for headless implementations using front-end frameworks.React,Angular and Vue are fully supported and can consume content via APIs.In Magnolia,p
306、ractitioners can edit with the in-context visual WYSIWYG,drag-and-drop editor.Analytics and reporting Magnolias Analytics app brings site activity reporting directly into the Magnolia UI.In-context metrics,graphs and embedded reporting dashboards are all fully customizable by practitioners without d
307、eveloper assistance.Customers can use any data source,with Google Analytics,Matomo and Adobe Analytics available out of the box.Practitioners can independently integrate these tools with the Marketing Tags module or use Magnolias Analytics Connector Pack.The Content Recommender module allows practit
308、ioners to define scoring models based on page visits or how users interact with content on page and component level.Scores can also be sent to analytics solutions.The Marketing Automation Connector Pack taps into customer data repositories.A native A/B/n testing feature runs tests in the CMS without
309、 having to rely on third-party solutions.Tests are set up and executed in Magnolia.Results are shown with visual charts in the Magnolia UI.Collaboration and workflow Magnolia provides a native approval workflow engine.A default four-eye workflow is pre-configured and enabled in Magnolias page editor
310、.Workflows can be enabled for any Magnolia content app and content type.The workflow process and the decision logic can be configured in a friendly visual editor.A workflow administrator MagnoliaOslo-Strasse 24142 Mnchenstein,SwitzerlandT:+41 61 228 90 00magnolia- 2023 Third Door Media,Inc.35 https:
311、/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers Guidedrags and connects boxes and arrows,defining who should approve what type of content.For example,content residing in a particular branch of a website may require special approval.The workf
312、low engine sends tasks notifications via email and in the Magnolia back-end UI using notification badges.Users can assign and complete workflow tasks.A dedicated Tasks app shows tasks that need attention.Magnolias Task framework supports commenting.Tasks can be used with or without workflow.One user
313、 can assign a piece of content to another user,addressing them in a comment and stating the required action.This creates a Task.The receiving user is notified by email and by a task badge in the Magnolia UI.They can click the task to see the comment and navigate to the content item that needs their
314、attention.Privacy and data security The architecture of the platform ensures that all critical resources are deployed redundantly and constantly monitored to ensure self-recovery and alerting in case of emergencies.All data is end-to-end encrypted in transfer to the customer.Data is also encrypted a
315、t rest including the backup data.The backups are stored in different locations to ensure availability of the data in case of emergency.To ensure fast delivery,critical data is optionally backed by a CDN.For Magnolia PaaS deployments,the whole platform is hosted on AWS,Azure,Tencent,or Mironet.Both M
316、agnolia and AWS are certified as ISO 27001:2013 compliant.Third-party integrations Marketing Automation:Marketo,Salesforce Sales Cloud Analytics:Google Analytics,Matomo,Adobe Analytics Commerce:Salesforce Commerce Cloud,SAP Commerce,commercetools:BigCommerce,Adobe Commerce,Algolia.DAM:S3,Celum,Cloud
317、inary,movingimage.These connectors are available on the Magnolia Marketplace:marketplace.magnolia-Pricing and support Annual contract required.Free trial available.Pricing depends on the size of the contract,amount of stored data,customer traffic,number of integrations and addons.Every Magnolia lice
318、nse includes product support.Response times and scope are based on a Service-Level Agreement(SLA).Service packages are customizable and guarantee exchanges with Magnolia experts.Additional services are available on-demand,including consulting,workshops,training and academy courses.Fees depend on the
319、 scope of service.MagnoliaOslo-Strasse 24142 Mnchenstein,SwitzerlandT:+41 61 228 90 00magnolia- 2023 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers GuideTarget customer Optimizely serves customers in a variety
320、of verticals including financial services,manufacturing,wholesale distribution,specialty retail,healthcare and pharma,commercial services and technology.Company overview 1,500 employees.Founded in 1994.Episerver acquired Optimizely in 2020 and rebranded as Optimizely in 2021 Optimizely acquired Welc
321、ome(product now known as Optimizely Content Marketing Platform)in December 2021,adding capabilities in content marketing,resource management and digital asset management.In March 2021,Optimizely acquired Zaius,a customer data platform.Optimizely has offices throughout North America,EMEA and APAC.Pro
322、duct overview Products:Optimizely Content Marketing Platform,Optimizely Content Management System,Optimizely Customized Commerce,Optimizely Configured Commerce,Optimizely Web Experimentation,Optimizely Feature Experimentation,Optimizely Data Platform.Use cases Optimizely Digital Experience Platform
323、(DXP)gives marketers the tools and insights needed to deliver and execute marketing activities on behalf of their customers.The Optimizely Digital Experience Platform improves inclusive collaboration,drives content creation,and increases customer foresight,delivering new revenue streams and dynamic
324、customer experiences.Specifically,Optimizely provides marketers,digital leaders and technology users with the tools to:Orchestrate:A single,comprehensive platform manages the full content lifecycle,enabling marketing teams to transform how they plan,create and publish content.This helps accelerate t
325、ime to market.Monetize:Digital leaders can deliver relevant commerce experiences to customers and maximize revenue by using Optimizelys leading commerce products for B2B and B2C organizations.Experiment:By harnessing Optimizelys Web Testing,Feature Flags and Personalization products,marketers can te
326、st and gather insights that optimize experiences,reduce risk,and drive business results to maximize marketing spend ROI.Content management functionality Optimizely CMS provides web content management capabilities,available through an intuitive user interface,allowing both experienced and occasional
327、users to work efficiently with content.Optimizelys Optimization-as-a-Service combines targeting,testing and recommendations.Optimizely also offers a hybrid headless model a content management system that separates the backend management from the frontend presentation layer.Optimizely119 5th Ave 7th
328、floorNew York,NY 10003,USAT:(603)594-Key customers ToyotaSantandereBayKLMMazda Blue ApronKey executives Alex Atzberger,Chief Executive OfficerShafqat Islam,Chief Marketing OfficerChad Wolf,Chief Customer OfficerJustin Anovick,Chief Product Officer 2023 Third Door Media,Inc.37 https:/martech.orgVENDO
329、R PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Digital Experience Platforms:A Marketers Guide Optimizely Content Marketing Platform unites teams on a single platform to share plans,collaborate on assets and execute campaigns.Modern,intuitive calendars provide shared visibility across teams while d
330、edicated campaign workspaces enable teams to execute collaboratively on content and creative assets.Optimizely Digital Asset Management is natively integrated for easy storage,with integrations into Optimizely Content Management System for seamless publishing.Personalization and contextual awareness
331、 capabilities The Optimizely Data Platform(ODP)is a central repository for customer data,offering a way to personalize that blends machine learning and human expertise to deliver the most relevant experience through interest-based targeting.As consumers change their behavior and interests,Adaptive A
332、udiences will adjust in real-time.Platforms/channels for content and experiences Optimizely manages content and experiences that marketers can deliver via any channel or platform.Several no-code integrations are available for these channels on Optimizelys Integration Marketplace,such as integrations
333、 with social and advertising platforms.The capabilities to deliver content via another platform is native to our applications.Channels and platforms that are popular and in high demand by our community will have no-code integrations on Optimizelys App Marketplace.Analytics and reporting The analytics and reporting capabilities within Optimizelys Digital Experience Platform provide actionable insig