Content Management

The first and most important feature is content management. Your CMS is the most basic part of your audience’s digital experience, so it needs to be a part of your DXP or integrate well with it. Your DXP should have standard content management features. For example, it can track changes to content as your content team revises it, schedule changes, and support multilingual operations. There should be ways to differentiate and track the performance of content in different languages, as well as content optimized for different locations.


Many businesses today feel the need to integrate their content and e-commerce systems to optimize the digital experience. If you’re among them, then you need to consider what e-commerce platform you use and how a DXP can help you integrate it with CMS. Platforms like Shopify, BigCommerce, and Magento have more or less flexibility when it comes to content and commerce integration. 

Marketing Campaign Mangement

A DXP can offer marketing campaign management features, and it’s up to you to decide if you want to integrate this process with one platform. The benefits of using a DXP for marketing management increases for businesses running large, omnichannel campaigns. Using individual advertising and content distribution tools for your marketing campaigns usually offers more options for personalization. However, it makes it more difficult to track touchpoints and performance across channels. 


Personalization is an increasingly valuable strategy to capture your audience’s attention, convert leads, and drive sales. Marketers today can personalize their on-site experience, mobile experience, emails, ads, and the in-app experience. Using a DXP for personalization could be valuable for building audience profiles and creating a consistent personalized experience across channels and devices. 

Analytics Capabilities

Analytics is key to optimizing the digital experience, making this the second most important feature to look for in a DXP. A DXP can aggregate more data about your audience and the customer journey than any other analytics platform. So you should be able to derive more accurate and valuable insights from it. If another analytics tool (e.g. Google Analytics) has tracking capabilities or features you need, make sure it integrates with your DXP. 

Regulatory Compliance

Today there are several major data privacy laws in effect around the world, and there will likely be more in the future. Since your DXP plays such a major role in data management, it should also have features that help you stay compliant with regulations. This includes features that help prevent security breaches as well as processes in place if a security breach happens. Customer account management features are also valuable. This allows your audience to view, edit, delete or download their personal data that your business collects, as is required by regulations like GDPR and CCPA. 

This is Just the Beginning of Digital Experience Management

“Digital experience management” is the latest buzzword for enterprise businesses looking to optimize their marketing strategy. The category of software designed to address this need is also quite new. But it’s going to grow in size and capabilities quickly.

As online shopping continues to grow, digital experience management will become more important in this decade. Enterprise businesses are often trailblazers adopting these advanced strategies. But soon DXPs will be important for businesses of all sizes to compete and thrive in the digital market. 

To maximize the value of digital experience optimization, it’s best to invest now before it becomes a standard strategy for e-commerce businesses across the web. 



O8 is a web and digital marketing consultancy based in Minneapolis, MN offering expert-level UX Design, CRO, and strategic consulting, as well as highly-technical capabilities in Drupal, WordPress, and HubSpot

We work differently from traditional agencies in that we extend your team with ours.