Learn about best practices when implementing a Digital Experience Platform (DXP) for your company and how to avoid a common mistake.

Back to Thinking

Many companies mistakenly believe that only large scale enterprises can afford to have a Digital Experience Platform (DXP). However, the market has shifted in the past few years and new innovations mean that many small and medium sized businesses can and should have a DXP – it’s more about getting the right DXP for your company’s needs. In part I of this series we examined what, exactly, a DXP is, while part II looked at the benefits of the API-first approach that we use here at Y. In this final installment, in the 3 part series, we’ll discuss some best practices for DXPs and the common mistakes to avoid during implementation to help you get the most out of your DXP.

Components of a DXP

First off, let’s look at the components of a DXP – or rather, the components that can go into a DXP. Because DXPs are highly customizable, every DXP configuration will be slightly different, tailoring to the needs of the business.

  1. Content Management System (CMS) – this is the usually the core of the platform, housing all your content data.
  2. Analytics – both the record of user behavior and the tool to visualize and transform that data.
  3. Consumer Data Platform (CDM) – which allows for prediction, automation, and personalization.
  4. Marketing Automation and Customer Relationship Management (CRM) software (Including email marketing, social media management tools, and automated follow-ups)
  5. eCommerce tools – inventory and product management software, sales and checkout programs and payment processing.
  6. Digital Asset Management (DAM) – a centralized system to organize and access media assets.

All DXP have a CMS of some sort – it’s almost always the first building block of making a DXP. Once you have your CMS in place, you can add in other components as needed.

The Big Mistake

Most companies can choose a content management system without issue – but once that’s in place, they need to be aware of the most common mistake when it comes to DXPs – not buying progressively. While it might be convenient to get all of the components you think you’ll need right at the outset – it will mean you’re paying for features you’re not ready to use – sometimes for years. The smarter approach is to buy progressively. Start with a headless CMS that has the capability to integrate with other tools but don’t purchase them until you are ready to use them. Most DXP platforms / sellers are selling all of these products on a subscription basis so you can turn them on / off as needed. This way you know you have what you need but you won’t be paying for services you aren’t ready to use.

Best Practices

  • Make sure you have a subscription model – It avoids the big mistake and means you’ll be able to integrate with a DXP even if your subscription does not scale.
  • Make sure your strategy and your DXP are dynamic – Your audience is constantly changing, so you should be changing too.
  • Find the right company to help you implement your DXP – While it’s true that every DXP implementation is different, there are general lessons that can be learned and a solid strategy is the best place to start.

Is your company ready to take the next step in their digital transformation? Let us help. We can craft a solid strategy and help you implement a DXP. Contact us today.

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