Originally presented at the Future of Digital Masterclass in Sydney on 31/05/2023. Digital Experience Platforms - A “Who’s Who” & “What’s What”. Learn about what software makes up a DXP, how it connects to your website, who the key players are in each space, and some gotchas to watch out for when selecting the right solutions for your business. Presenter: Paul Armstrong, Founder, Sitback Solutions.

1. A “who’s who” & “what’s what”
D igital
e X perience
P latforms
31.05.2023

2. Today’s Talk
01 So what is a DXP?
02 All or nothing
03 Should you chop it’s head off?

3. UX-led digital services firm

4. 01
CMS DAM
02 03
04
CRM
Analytics
05
Personalisation
06
eCommerce
What is a DXP?
07
Marketing
Automation
08
CDP / DMP
09
Middle-tier

5. Content Management
System (CMS) ● At the core of most DXPs
● Present content to users
● Admin back-office tool
Old mate
● PHP – WordPress, Drupal
● .NET – Umbraco, Sitecore
● Java – Magnolia, Adobe
Examples
● License & build costs
● Available AU resources
● Over-simplification
Gotchas

6. Document Asset
Management (DAM)
● Asset spend with agencies
● Manual channel updates
● No librarian-esque protocols
Where’s my
bananas?
● Widen (Acquia)
● Adobe
● Collaboro
Examples
● CMS storage is not a DAM
● Manual admin overlooked
● Needs governance
Gotchas

7. Customer Relationship
Management (CRM) ● Know your customer
● Single source of truth
● Internal efficiencies
K.Y.C.
● Salesforce / Dynamics
● Hubspot / Zoho
● Roll your own
Examples
● Can get complicated
● Be-(a)ware of license costs
● Need to integrate
Gotchas

8. Analytics
● Basic web stats
● Advanced web stats
● Full digital supply chain insights
What’s
happening?
● GA4
● Adobe Analytics
● Piwik / Misc
Examples
● Is your tagging correct?
● Variation across tools
● Vanity metrics
Gotchas

9. Personalisation
● Individual level
● Persona level
● Implicit versus explicit
You’re so
special
● Home grown
● Acquia, Sitecore, Salesforce
● A/B tools
Examples
● Cost to create content
● Individual behaviour “erratic”
● Tech needs management
Gotchas

10. eCommerce
● Pure-play
● Multi-omni
● Physical & digital SKUs
Show me the
money
● Shopify/Square
● Drupal/Woo/Sitecore
● Roll your own
Examples
● Overcomplicating experience
● Forgetting the call centre
● Forgetting post-purchase
Gotchas

11. Marketing
Automation (MA) ● Make it a charcuterie board
● Omni-channel
● Scalable dev solution required
SPAM!
● Salesforce Marketing Cloud
● Adobe Target
● Acquia Campaign Studio
Examples
● Buying the Ferrari
● Who’s driving?
● Where are you sending traffic?
Gotchas

12. Customer Data
Platform (CDP) /
Data Management
Platform (DMP)
● CDPs are still rare
● Focus on 1st party data
● Digital maturity needed
CDP & DMP?
● Telium
● Salesforce – it’s everywhere!
● Adobe Audience Manager
Examples
● CDPs are sophisticated
● Sophistication costs
● Is DMP enough?
Gotchas

13. Middle-tier
● APIs are misunderstood
● Point to point integration
● Hub and spoke integration
The glue
● Mulesoft - more Salesforce!
● Dell Boomi
● Zapier
Examples
● Foundations cost money
● Billing models vary
Gotchas

14. Supporting acts
● Accessibility
● Analytics
● Content insights / SEO
Site Improve
● Marketing intelligence
● Competitor analysis
● Performance metrics
Similar Web
● eCommerce optimisation
● Site speed
Yottaa

15. Composable
Modular
Multi-vendor
Fit for purpose
Specialised
Hammer hammers
Screwdriver screws
Agile
Rapid activation
Reduced risk
Scalable
Phased maturity
Composable DXP versus “monolithic stack”

16. ● Separates the CMS front end (theme)
● Additional cost for custom front end
● Supports multi-channel
● Reduces impact of CMS upgrades
● Opens up front end resource pool
Chop it’s head off!

17. Thank you
Keep in touch:
paul.armstrong@sitback.com.au