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Digital Experience Platforms: Buyer Trends, Preferences, and Strategies

Primary research from the Digital Clarity Group addresses why organizations invest in DXPs, how they choose their approach and vendor partners, how buyers define DXPs, and what systems and tools are most important for driving lasting business transformation.

Digital disruption and business transformation are unstoppable forces propelling the strategies, business models, and priorities of business and government leaders worldwide. No industry, region, or business size is exempt. This trend pushes business, IT, and marketing leaders to develop unique, effective solutions that deliver exceptional customer experiences through digital experience platforms.

In organization after organization, the C-suite and board of directors drive decisions about digital experience strategy and technologies. This may seem like overkill, but it’s not. Why?

  • Digital experience (DX) technologies are often the primary or only way customers engage with the organization.
  • Consistently delivering and linking great experiences to operational systems that execute in a fail-safe, customer-centric fashion can make the difference between market leadership, middle-of-the pack status, and significant market share losses.

Because an organization’s DX strategy, architecture, and platform are so crucial to its business plan and business model, in early 2018 Digital Clarity Group (DCG) undertook a seminal research project examining the trends, preferences, and strategies for digital experience platforms (DXPs).

To gain deep insights into strategies for implementing DXPs that support transformational business models, they surveyed 300 business and IT leaders in North America and Europe. They also interviewed 22 business and technology leaders in North America, Europe, and Latin America to understand their strategic approaches for implementing DX experiences, platforms, and technologies; and executives and managers from nine providers of DX technologies and services.


  1. New business models fuel DXP demand and investments
  2. The C-suite and IT, not marketing, lead DX technology decisions and strategies
  3. The current DXP landscape models a federated architecture for platform assembly and a services layer for integration
  4. Nearly 70% of buyers take heterogenous approaches to their DXPs
  5. Most buyers are skeptical about homogeneous approaches to DXPs
  6. Customer data technologies—like the Lytics Customer Data Platform—are the lynchpin for DXPs
  7. Buyers choose DX vendors based on a near-term concern