While galore organizations are excited astir digital acquisition platforms and the powerfulness they person to alteration content management, knowing your existent processes, knowing however to measurement occurrence and identifying wherever you are looking for improvements are each captious to cognize earlier jumping into the DXP buying process.
Your enactment should commencement with a broad self-assessment of its concern needs, unit capabilities, absorption enactment and fiscal resources.
The pursuing questions should assistance your squad determine whether purchasing a DXP is the close call:
Explore level capabilities from vendors similar Sitecore, Optimizely, Pantheon, WordPressVIP and much successful the afloat MarTech Intelligence Report on integer acquisition platforms.
Do we person needs that aren’t being met by our existent contented absorption system?
Are we capable to sufficiently optimize contented transportation velocity truthful that it isn’t a hindrance to our SEO goals? Can we present the benignant of idiosyncratic acquisition our customers expect, connected each of our must-have platforms and devices? Are information concerns oregon bug fixes taking developer clip that could beryllium amended utilized elsewhere?
Do we have, oregon tin we hire, a improvement squad to grip the presumption layers
that whitethorn not beryllium portion of a DXP?
And tin we successfully migrate our existing contented to a caller level without sacrificing our hunt rankings?
Can we necktie a caller DXP into the existing important elements of our martech stack?
What elements of our existent tech stack are we looking to replace, and which bash we privation to keep?
Is our editorial and contented instauration unit flexible capable (or tech-savvy enough) to follow a caller contented absorption interface?
Are we committed to changing our editorial processes to enactment much reuse and repurposing of our content? Do we person existent needs oregon aboriginal ambitions to present contented to capable antithetic platforms oregon devices to warrant switching?
Does our C-suite enactment this benignant of initiative?
A deficiency of enforcement buy-in tin pb to inadequate budgeting, measurement and performance, and breached lawsuit experiences. It is critical, therefore, to unafraid C-suite support.
How volition we specify success?
What KPIs bash we privation to measurement and what decisions volition we beryllium making based connected the data? As with immoderate exertion investment, it is captious to measurement the interaction of the DXP connected your selling ROI. Although KPIs volition alteration by enactment oregon industry, you should beryllium capable to measurement tract oregon app speed, SEO ranking and postulation improvements, and conversion complaint gains for pb procreation oregon ecommerce. You whitethorn besides beryllium capable to gauge whether the CMS is redeeming your developers’ oregon editors’ time.
What is the full outgo of ownership?
Because DXPs unbundle immoderate of the functions that are built into a accepted CMS stack, it’s important to guarantee you’re accounting for each of the pieces you’ll request to assemble for your caller infrastructure. You’ll apt request to fund for developer oregon systems integrator resources for the archetypal integration. You whitethorn besides request to fund for exertion grooming and ongoing improvement to assistance you recognize immoderate of the benefits we’ve discussed here.
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About the author
Pamela Parker is Research Director astatine Third Door Media's Content Studio, wherever she produces MarTech Intelligence Reports and different in-depth contented for integer marketers successful conjunction with Search Engine Land and MarTech. Prior to taking connected this relation astatine TDM, she served arsenic Content Manager, Senior Editor and Executive Features Editor. Parker is simply a well-respected authorization connected integer marketing, having reported and written connected the taxable since its beginning. She's a erstwhile managing exertion of ClickZ and has besides worked connected the concern broadside helping autarkic publishers monetize their sites astatine Federated Media Publishing. Parker earned a master's grade successful journalism from Columbia University.
