What elements are part of a DXP?
Without well-structured customer data and segmentation, your software won’t be able to optimize its work. Structuring your data is vital for building a richer and personalized customer experience that is targeted at the right segment. You need to capture the relationships between customers and products, and be aware of which stage of your digital experience they’re in. Fortunately, machine learning will continue to make software smarter.
Digital Asset Management (DAM) system
This element of the DXP is your single point of truth for all images and media. Digital assets should be in high resolution, so they can be easily adapted, transformed, or transcoded for various distribution channels. Metadata for your assets should be detailed and customer-centric.
Web Content Management System (WCMS)
The WCMS an essential part of your presentation layer. The term DXP was originally used for this specific technology sector, but this element alone doesn’t paint the complete picture anymore. With a WCMS you’re able to manage content on both a single channel or on multiple digital channels, by using various management solutions all based on the same core repository.
Product Information Management (PIM) platform
A PIM is comparable to a structured database that stores and manages your product data. And while this element is especially relevant for product companies and retailers, it can be used to present basically anything and everything to your audience. The data it manages will be aligned with your digital assets and customer data, and can be brought together in targeted campaigns.
Customer-Relationship Management (CRM) System
The more you capture and discover about your customers, the better you can target your messaging and craft a digital experience to match their wishes and preferences.
Multi-Channel Campaign Management (MCCM) System
Multi-channel marketing is complicated, but with the right tools you can easily run and manage cross-channel campaigns. The technology also needs to be aware of time and location, so that targeted messages can be delivered while someone is shopping in your store.
Marketing Resource Management (MRM) software
This software helps manage marketing resources, such as content, campaigns, schedules, and budgets.
While your WCMS can support you in the creation of mobile applications (e.g. responsive web applications), more specialised mobile middleware has proven to be "smarter" than your CMS in certain cases. It can connect to your customer data in real-time and deliver tailored messages to a mobile visitor based on their history, GPS location, or other time-related information.
APIs for connectivity
At any given point, you may need to implement new tools for exchanging data. APIs act as brokers of information and deliver content from multiple repositories to multiple channels.
Data governance is the specification of decision rights. It functions as an accountability framework that ensures the appropriate behaviour in the valuation, creation, consumption, and control of data and analytics.