Why Web CMS and Digital Experience Platforms Are Different
Digital Experience Platforms help business create the ideal environments and interactions for customers, and their value only grows as digital interactions continue to dictate customer engagement and retention. Eric Hansen adds that that the best Digital Experiences come from employing more comprehensive analytics that allow business to assess behavior in real time.
Eric Hansen is the CTO and founder of Boston-based SiteSpect, which offers optimization, testing, targeting, and personalization solutions for organizations looking to optimize their digital platforms.
He said that in the age where brands are able to engage customers across numerous digital platforms, they are also granted the ability to collect masses of customer data on everything from demographics to purchasing behaviors to preferences for interacting with the business.
Without the right tools in place, however, all of this data can become overwhelming for businesses, and can ultimately go to waste — the challenge here is identifying which technologies will turn this insight into action. Analytics is the key that unlocks the valuable insights buried within a business’ pool of data. By tracking each step in a customer’s journey, brands can make correlations between the types of digital marketing components presented to an individual customer and a customer’s reaction. “Analyzing this behavioral insight in real time will allow businesses to make smarter and faster decisions on how to develop not just optimized digital experiences, but engagements that are just as individual as their customers,” he said.
Ultimately, Hansen says, analytics technologies are key to ensuring businesses build experiences that are more impactful and drive real revenue and growth.