Chapter 1 IntroduCtIon to dIgItal experIenCe platforms Key Tenets of a DXP The key tenets of DXPs are defined as follows: • Platform orientation with an integrated set of technologies that provides capabilities for presentation, content management, commerce, marketing search, analytics, campaigns, and such. The platform model should also support future extensibility. • Lean and agile platforms with lightweight integration components. A lean model includes lightweight user experience integrated with lightweight service components. • An integrated and personalized view to provide a holistic view of all customer activities across all touch points. This can be achieved by information aggregation from multiple information sources and delivering personalized experiences. • Provide software as a service (SaaS) and cloud deployment option to provide the digital experience as a service. • Provide an integrated experience catering to various business channels such as marketing, sales, and services. • Self-service for end users and for business stakeholders to improve user experience and productivity. • Agility in developing new features and implementing changes for responding to changing market demands. DXP Reference Architecture The reference architecture provides the core services and components that are used in a typical digital experience platform. The services and components enable the needed business capability for the application using the DXP; we will elaborate each of these components in detail shortly. DXP reference architecture is shown in Figure 1-1. 5