Sample Vendors |
Adobe Experience Manager (formerly Day CQ5; part of Adobe Marketing Cloud) Sitecore Experience Platform (formerly Sitecore CMS) |
Backbase Customer Experience Platform Liferay Digital Experience Platform (includes the former Liferay Portal product and additional supporting products) |
Hybris (acquired by SAP) Broadleaf Commerce Demandware |
Business type |
B2C, especially transactional purchases |
B2B, or B2C with complex sales cycles and repeat business |
B2C, especially retail Industries |
Industries |
Retail, fashion, advertising, media and broadcasting, entertainment, journalism |
Insurance, government, retail banking, manufacturing |
Retail, fashion, food, music/entertainment, electronics, travel, hospitality, telecommunications |
Customer Relationship Stage |
Pre-purchase |
Lead nurturing and qualification, on-boarding, customer service |
Pre-purchase, order fulfillment, returns |
Strengths |
Some of the leaders in this segment have mature email marketing, analytics, and ad spending tracking. |
Deep systems integration for improved customer experience comes naturally to portal-heritage DXPs, which also store data for individuals, not just segment data. |
Retail transactions in e-commerce scenarios are a natural fit for commerce-heritage DXPs. |
Weaknesses |
CMS-heritage DXPs are less likely to have individual customer data and profiles, and are less suited for customer service scenarios. |
Some older portal-heritage DXPs may have the negative aspects of traditional portals, such as poor user experience and poor support for mobile. |
Some vendors in the segment have difficult-to-use content management systems with poor targeting capabilities. These are also not designed for deeper integration per se. These vendors also tend to be most relevant (limited) to retail scenarios, with functionality lacking in supporting more of the customer life cycle. |