Chapter 1 IntroduCtIon to dIgItal experIenCe platforms Business Drivers for DXP Listed in Table 1-2 are the key business drivers across various industry verticals. We will elaborate on these in the contextual case studies in coming chapters. Table 1-2. DXP Drivers and Business Scenarios Vertical/Industry Domain Drivers and Key Business Scenarios retail and digital commerce • lightweight and agile platforms with hyperpersonalization, catering to customer intent to drive conversions • user journey optimization and user engagement across all digital touch points and access channels • Integration of online (chat, call center, web, mobile, and offline channels (brick-and-mortar stores) • aI (artificial intelligence) and machine learning-based predictive analytics, recommendations, and personalization • unified view of customer actions and information • other features are conversational commerce, virtual assistants, augmented reality, marketplace integration, apI-based backend integration (also known as “headless” mode), and multitenancy model. marketing and sales • Campaign management • personalized/targeted content delivery • Customer segmentation • Configurable and extensible product • social marketing • Brand management • micro site management • Campaign management (continued) 14