Chapter 1 IntroduCtIon to dIgItal experIenCe platforms • Content services: In this category, the DXP provides various content management services such as content authoring, content tagging, content publishing, content translation, and such. As the DXP provides an integrated set of features, support for various content types, content administration, content templates, content metadata, and other content related services will also be provided by the DXP. Other complimentary functionality such as document management services, digital asset management (DAM) services, content workflows, and metadata management are also included in this category. • Content services provide content lifecycle management features (content creation, content updates, content publishing, content translation) and support a wide variety of content. • Content services provide other features such as rich text editor, content workflows, and such. • Campaign and marketing services: One of the core features of a DXP is to enable digital marketing campaigns. To provide this, the DXP includes features such as campaign management (defining, launching, and monitoring campaigns), audience targeting (sending targeted information to the relevant audience), social media marketing, user segmentation (grouping users based on their interests, access patterns, and such), and customer data management (unified management of customer data across all customer touch points). A DXP provides campaign management features (campaign creation, campaign targeting) and user segmentation (categorizing end users based on demographics, interests and such) in this category. Customer data management (profile data, preferences data, transaction data, and navigation data) is used for understanding customers and provides targeted content. Customer data is used to provide a single view of customer data (activities, preferences, transactions, feed, etc.) in the dashboard. Other marketing functionality such as social media marketing is included as well. • Campaign and marketing services mainly deliver targeted content based on user attributes, preferences, analytics, and such. 8