Enhanced digital experiences: a fuel to propel businesses forward?

Published: June 20, 2023

min read

In the rapidly evolving digital world, businesses have to be customer-centric to survive successfully. Everything they communicate must be relevant and connectable for their audiences.

In order to achieve it, organisations chase technologies and tools available in the market to understand them well and deliver connected, real-time, and personalised customer experiences across multiple touchpoints.

Of all tools, digital experience platforms are one that helps businesses connect with their audiences and create exceptional customer experiences.

Recently, one of the well-known digital experience platforms, Acquia DXP, announced enhanced capabilities for customers to create richer, more personalised experiences.

Acquia revealed these new capabilities at the company’s customer and partner event.

As brands interact with their customers across an increasing number of touchpoints, they encounter the difficulty of gathering and employing behavioural data from these various sources. Some of the common challenges they face are:

Personalising unidentified visitors' customer journeys as they get recognised and understood:

Businesses can create a single profile view by continuously gathering behavioural data. As more identifiable data becomes accessible, this becomes better, enabling the visitor to move from anonymous to identified to understood.

Bringing together all IDs connected to a single person, regardless of channel or device:

As a customer travels between channels, multiple tracking IDs are created as a result of interactions between various systems. The marketer requires unified, 360-degree profiles of these recognised customers that take into account all customer activity.

Developing responses to customer actions by considering interactions at all points of contact:

Marketers, for instance, require to use website behavioural data to provide product recommendations based on previous interactions, even before the customer has been recognised. Campaigns like these can help boost conversion rates.

And now, Acquia customers can combat these challenges and develop digital experiences using information gained from a much wider collection of channels, which makes the most of their unidentified, identified, and understood customer data, with the combined power of the Acquia CDP and Acquia Personalization.

What do Acquia’s enhanced capabilities mean for CDOs?

The secret sauce of sustainable growth for any company lies in how effectively it leverages the vast amount of its customer data to create strategies around it in order to meet their customers ‘expectations.

Customers’ expectations, on the other hand, are constantly changing with the evolution of technologies.

No matter what, businesses cannot compromise striving to understand their audiences better and better to provide engaging customer experiences so as to unlock new possibilities and meet the overall business and marketing goals.

But indeed, the journey is not easy for businesses. They face a plethora of challenges on their way to put ideas into action.

However, advancements like Acquia’s sound promising for businesses to push themselves to the next stage of the graph.

Here are a few benefits we believe businesses using Acquia can reap from Acquia’s enhanced capabilities:

  • The combined power of Acquia CDP and Acquia personalization will allow businesses to create a single profile view of anonymous visitors. Through this data, the marketing team can gain meaningful insights into the website visitors’ preferences and browsing habits. It, in turn, will help them significantly to create personalised marketing campaigns, offers, and other product recommendations to match individual visitor profiles. As a result of this targeted approach, businesses can increase the likelihood of customer engagement and drive conversions.
  • By creating a single profile view for anonymous visitors, brands will be able to segment them based on specific patterns. Also, marketers can devise targeted campaigns for each segment by categorising visitors with similar behaviours and interests. As this strategy is more likely to help marketers deliver relevant content to specific audience segments, it can possibly lead them to see higher engagement and conversion rates.
  • As the enhanced capabilities of Acquia help marketers bring together all IDs connected to a single person, it will pave the way for them to orchestrate a seamless omnichannel customer journey. For instance, suppose a customer starts to browse a particular brand’s products on their desktop and later switches to a mobile device. In that case, their preferences and browsing history would be seamlessly transferred with Acquia’s new capability, and they would not be counted as a separate visitor. This will be a huge strength for brands to reduce friction in their customers’ journeys and provide meaningful customer experiences.

Overall, in our opinion, the new capabilities of Acquia DXP will significantly help its users take full advantage of their data and design effective omnichannel experiences and campaigns to drive overall business outcomes.


Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.


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