Chapter 1 IntroduCtIon to dIgItal experIenCe platforms • Analytics services: This includes web analytics-based tracking using predefined metrics, trend analysis, and predictive analytics. • Integration services: Enterprise integration is the most significant component of a DXP. In order to aggregate information from various information sources to provide a unified view, a DXP should support a variety of integration formats and should provide flexible and extensible integration features. Hence a DXP offers standards-based integration methods such as API support, modular services, services support, and plugin support. Most of the DXPs offer built-in support for microservices, REST (Representational State Transfer) and JSON (JavaScript Object Notation)-based services and adaptors for most popular enterprise interfaces (such as databases, enterprise resource planning [ERP], etc.) • The in-built adaptors and integrators improve the productivity of end users and optimize the return on investment (ROI) of the DXP. • DXPs provide standards-based integration options (such as REST- based integration, web services, and such), which can be leveraged for integrating with new products and technologies. • Social and collaboration services: In this category, a DXP provides various collaboration features such as forums, blog, wiki, chat, knowledge base, messengers, communities, calendars, email, and such. These features enable end users to share the information and facilitate a self-service model. The social capabilities enable users to collaborate, harness collective intelligence, socialize, and improve productivity. • Social and collaboration enable users to collaborate and engage customers at social touch points. • Workflow and orchestration: DXPs enable designing and implementing agile, automated, and dynamic business processes through workflow modeling, a configurable rules engine, and workflow governance. 9