The Next Generation Digital Experience is Built on Open Source [May 6, 2013]
By Tom Erickson
Massive disruption is occurring as marketing goes digital. Business is moving steadily towards providing a fully personalized and truly integrated digital experience—building upon recent advances in user experience, analytics, cloud computing and storage, and an omni-channel experience across mobile platforms and social media.
Yet while the end user digital journey has improved significantly, we are only in the earliest stages of offering a compelling, integrated digital experience. The biggest impediment? The accelerating rate of change around mobile, web, and social experiences. Existing technologies struggle to keep pace, while new technologies fail to offer either the breadth or depth of the capabilities required. Traditional paradigms in software development are failing to keep up.
The degree of personalization needed for the next generation digital experience requires managing a lot of data. Superdata. As the degree of personalization and anticipation of the online visitor’s needs increases, computing power also must increase. This is where open source is taking the lead. The vision for this next generation digital experience has been emerging over the past few years. Forrester started out calling it Web Experience Management.
More recently, as "web" began to sound a bit less cutting edge, they’ve begun to call it Digital Customer Experience, or Digital Experience (DX). Others call it Digital Experience Management, or DXM.
The good news is that many of the technologies that will allow us to accomplish this goal have arrived on the scene and are now being put to the task. What is also clear is that open source is the foundation on which this next generation digital experience is being built. Big Data is the term given to the idea of gathering, storing, and mining all of the information required to achieve a desired result. Personalization is the process of applying this information to the individual.