Acquia launches new open Digital Experience Platform (Image credit/Pixabay)Digital experience company Acquia has launched its new Open Digital Experience Platform (DXP). The Acquia Open DXP is supported by Acquia Marketing Cloud and Acquia Drupal Cloud. A unified solution that unlocks the value of data and content so organisations can rapidly create new digital experiences. Marketers and developers have a platform to build, personalise, and orchestrate multi-experience customer journeys across all modes of customer interaction. This includes touchscreens, chat, voice, and more.

Mike Sullivan, CEO of Acquia (Image credit/LinkedIn/Mike Sullivan)
Mike Sullivan, CEO of Acquia

The Acquia Open DXP integrates acquired technologies including AgilOne, Mautic, and Cohesion into our portfolio. This creates the most powerful platform to drive digital transformation,” said Mike Sullivan, CEO of Acquia.

Our open approach makes it easier for customers to add new functionality and components as they grow. Alternatively, fast-forward into a fully digital experience platform, depending on their level of maturity. The Acquia Open DXP is built to scale and support personalized customer journeys of all sizes.

The digital experience market

Acquia’s Open DXP integrates Acquia’s platform to build, design, and run digital experiences (Drupal Cloud) with an end-to-end, data-driven marketing platform. It can create, personalised and enhanced customer journeys (Marketing Cloud). Drupal Cloud features a new, low-code marketer experience, and new developer tools to build, scale and secure websites and applications. With its newly built-in Customer Data Platform (CDP), Marketing Cloud provides a 360-degree view of the customer. It also provides real-time data integration, machine learning-driven insights, and marketing support for delivering individualised customer experiences on a global scale.

The digital experience market continues to grow. Consequently, the subsequent need to create, manage, and deliver those high-quality digital experiences remains essential. The impact of COVID-19 is only going to heighten that demand moving forward,” says IDC’s Jacob Groshek.

Acquia’s launch of their new Open DXP centres around empowering developers and marketers to collaborate in driving agile digital transformation across an organisation. Their new Open DXP is both a timely and comprehensive response to the needs of the market.

Acquia Marketing Cloud now integrates all acquired and existing technologies into a single, easy-to-use, open platform that can be deployed quickly.

Features include:

  • Customer Data Platform (formerly AgilOne): CDP delivers a 360-degree view of each unique customer by integrating data across back-end and front-end systems. With open, customisable machine learning models, marketers gain insights into new customer segments based on observed behaviours and product affinity. They can leverage predictions to understand likelihood to engage, convert and deliver next-best offers and next-best actions.
  • Personalisation (formerly Acquia Lift): Personalisation powers targeted campaigns to deliver the next-best offer across all touchpoints of the customer journey, using CDP data.
  • Campaign Studio (formerly Mautic): Campaign Studio uses CDP data to break down the traditional channel siloes across the organisation to orchestrate next-best actions across the customer journey. Marketers can easily engage audiences across all digital properties, including email and more.
  • Campaign Factory (formerly Maestro): For the CMO, Acquia Campaign Factory helps scale global campaign management across brands, regions, and local marketing teams. Campaign Factory provides governance over global digital marketing operations.

Enterprise Times: What this means for business?

In the past, brands led the customer journey. Brick-and-mortar retailers had a set of store hours. New releases and products came out on a seasonal or quarterly basis, and consumers turned to TV or magazines to tell them what they needed to buy.

Digital transformation has completely turned this relationship on its head and put consumers in the driver’s seat of their own experiences. Today’s customers are accustomed to next-day online deliveries and always-on streaming services. The evolving landscape of digital channels and devices means that people interact with brands on their terms. They will quickly move on to another option if their current experience doesn’t meet their expectations. Likewise, platforms have had to evolve to meet the digital needs of customers.

Acquia’s roots are in open source and the Drupal CMS community. Needless to say, the platform had to evolve and add personalisation, analytics and other customer-centric tools to become a digital experience platform. It will be interesting to see how Acquia compares and competes with the other DXP players.


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