WPE-SUMMIT21 Agile CMS, DXP, & Headless: What's Best for Your Brand?

1. KARIM MARUCCHI, CEO
Karim@CrowdFavorite.com
Agile CMS, DXP, & Headless:
What’s best for your brand?
AN EXECUTIVE GUIDE:

2. ▪ Decoupling content making it available to alternative website
front-ends , mobile apps, digital displays, or even IOT devices
▪ Extremely preformat, enhanced security, and the ability to
publish in true Omni-Channel style
▪ A completely unified system of content and applications
across the customer lifecycle in a 360 Degree Customer
Experience
▪ Consolidated workflows for internal teams resulting in an
integrated, easy to use editorial experience
Matching Your Brand’s Needs with Todays
Solution’s
▪ A content hub where you can access all of your content
repositories and easily connects to external data sources
▪ Provides rapid iterations & speed to market with an easy
workflow for internal teams
Agile Content Management System (CMS)
Digital Experience Platforms (DXP)
Decoupled / Headless
Suppor
t
Loyalt
y
CRS
/
CR
M
Demographi
cs
Personalizati
on
Soci
al
Medi
a
Behavior
al
Website
s
Mobil
e
Searc
h
Ema
il
Call
Center
Retail
Store
Experienc
e
Digit
al
Print
Cop
y
Image
s
Vide
o
3rd
Party
Data
Cod
e
Revie
ws
Voic
e
Machin
e
Learnin
g

3. Evolving Complexity in the Digital World

4. Evolving Complexity in the Digital World

5. Evolving Complexity in the Digital World

6. Evolving Complexity in the Digital World

7. Options for Your Digital Transformation
Journey
DXP
Agile
CMS
Digital
Transformation
Content Architecture

8. Options for Your Digital Transformation
Journey
Headless
Traditional
DXP
Agile
CMS
Digital
Transformation
Content Architecture
Data Architecture
Decoupled

9. Options for Your Digital Transformation
Journey
Headless
Traditional
DXP
Agile
CMS
OSS
+
SaaS
All in
One
OSS
Bespoke
Hybrid
Digital
Transformation
Content Architecture
Data Architecture
Technical
Architecture
Decoupled

10. Options for Your Digital Transformation
Journey
Headless
Traditional
DXP
Agile
CMS
OSS
+
SaaS
All in
One
OSS
Bespoke
Hybrid
Digital
Transformation
Content Architecture
Data Architecture
Technical
Architecture
Decoupled

11. Traditional Content Management Systems
CMS

12. Agile CMS: Creating External Connections
CMS
AP
I
AP
I
AP
I
AP
I
AP
I
3rd Party Data
Personalization
Offsite Code for Performance
Media
Outbound
SaaS and 3rd Party Systems

13. Agile CMS: Creating External Connections
CMS
AP
I
AP
I
AP
I
AP
I
AP
I
3rd Party Data
Personalization
Offsite Code for Performance
Media
Outbound
SaaS and 3rd Party Systems

14. Limitations of Agile CMS
CMS
AP
I
AP
I
AP
I
AP
I
AP
I
SaaS and 3rd Party Systems
3rd Party Enterprise
Systems
Admi
n
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n
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n
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n
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n
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n
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n
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n
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n
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n
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n
Admi
n
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Login
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With Growth:
Editorial Process and Scale becomes a
Problem

15. Options for Your Digital Transformation
Journey
Headless
Traditional
DXP
Agile
CMS
OSS
+
SaaS
All in
One
OSS
Bespoke
Hybrid
Digital
Transformation
Content Architecture
Data Architecture
Technical
Architecture
Decoupled

16. “All In One” DXP Solutions
Content Management
CMS + Workflow Refinement
Data Integrations &
Limited API
SaaS
& Off-Site CX
DXP
▪ Advance Visitor Personalization
▪ Progressive Profiling
▪ Conversion Optimization Tools
▪ Internal Ad Management
▪ Lead Management
▪ Advanced Campaign Tools
▪ Landing Page Process
▪ A/B Testing
▪ Campaign URL Management
▪ Social Media Integrations
▪ Email Marketing Integrations
Core DXP Publishing Functions
Advanced DXP Features & Integration
DXP MarTech Functions
▪ Advanced Page Building
▪ Technical SEO
▪ Multilingual - ready
▪ Complex User Profiles
▪ Advanced Marketing Forms
▪ Advanced Editorial Workflow
▪ Advanced AMP/Mobile Tools
▪ Multisite Creation and Management
▪ Independent Content Promotion
▪ Team Based Workflows
▪ Client API Integrations
▪ Standardization of the Admin Interface

17. “All In One” DXP Solution’s True Total Cost of
Ownership
Proprietary Software
▪ Licensed Software with
Customization and External
Integration Limits.
SaaS Platform
▪ Expensive Closed Environment with
Workflow Lock-in, High Cost of
Customization & Slow External
Integration.
Micro Open Source Project
▪ Small Specialized Software Evolved
from a Product or Agency’s Bespoke
Solution not compatible with or
supported by a larger community.
Disguised Vendor Lock-in
▪ Customized Framework, originally built
on top of Open Source, but Added
Code and SaaS Features create Lock-
in.
Vendor Lock-in

18. Why use
Open Source
for your
DXP?
▪ No Vendor Lock-in
▪ No Licensing
▪ Finite Control Over Data Ownership
▪ Innovate Faster
▪ Vast Modular Ecosystem
▪ Customize Without Massive Regression Risks
▪ Massive Install Base
▪ Control Over Total Cost of Ownership Savings

19. Open Source DXP Platforms
Content Management
CMS + Workflow Refinement
Data Integrations &
Legacy Enterprise
Services
SaaS
& Off-Site CX
▪ Advance Visitor Personalization
▪ Progressive Profiling
▪ Conversion Optimization Tools
▪ Internal Ad Management
▪ Lead Management
▪ Advanced Campaign Tools
▪ Landing Page Process
▪ A/B Testing
▪ Campaign URL Management
▪ Social Media Integrations
▪ Email Marketing Integrations
Core DXP Publishing Functions
Advanced DXP Features & Integration
Customized DXP MarTech Functions
▪ Advanced Page Building
▪ Technical SEO
▪ Multilingual - ready
▪ Complex User Profiles
▪ Advanced Marketing Forms
▪ Advanced Editorial Workflow
▪ Advanced AMP/Mobile Tools
▪ Multisite Creation and Management
▪ Independent Content Promotion
▪ Custom Team Based Workflows
▪ Custom Client API Integrations
▪ Standardization of the Admin Interface

20. Open Source DXP Platforms
▪ Advance Visitor Personalization
▪ Progressive Profiling
▪ Conversion Optimization Tools
▪ Internal Ad Management
▪ Lead Management
▪ Advanced Campaign Tools
▪ Landing Page Process
▪ A/B Testing
▪ Campaign URL Management
▪ Social Media Integrations
▪ Email Marketing Integrations
Core DXP Publishing Functions
Advanced DXP Features & Integration
Customized DXP MarTech Functions
▪ Advanced Page Building
▪ Technical SEO
▪ Multilingual - ready
▪ Complex User Profiles
▪ Advanced Marketing Forms
▪ Advanced Editorial Workflow
▪ Advanced AMP/Mobile Tools
▪ Multisite Creation and Management
▪ Independent Content Promotion
▪ Custom Team Based Workflows
▪ Custom Client API Integrations
▪ Standardization of the Admin Interface

21. Open Source DXP Platforms
▪ Advance Visitor Personalization
▪ Progressive Profiling
▪ Conversion Optimization Tools
▪ Internal Ad Management
▪ Lead Management
▪ Advanced Campaign Tools
▪ Landing Page Process
▪ A/B Testing
▪ Campaign URL Management
▪ Social Media Integrations
▪ Email Marketing Integrations
Core DXP Publishing Functions
Advanced DXP Features & Integration
Customized DXP MarTech Functions
▪ Advanced Page Building
▪ Technical SEO
▪ Multilingual - ready
▪ Complex User Profiles
▪ Advanced Marketing Forms
▪ Advanced Editorial Workflow
▪ Advanced AMP/Mobile Tools
▪ Multisite Creation and Management
▪ Independent Content Promotion
▪ Custom Team Based Workflows
▪ Custom Client API Integrations
▪ Standardization of the Admin Interface

22. Open Source DXP Platforms
▪ Advance Visitor Personalization
▪ Progressive Profiling
▪ Conversion Optimization Tools
▪ Internal Ad Management
▪ Lead Management
▪ Advanced Campaign Tools
▪ Landing Page Process
▪ A/B Testing
▪ Campaign URL Management
▪ Social Media Integrations
▪ Email Marketing Integrations
Core DXP Publishing Functions
Advanced DXP Features & Integration
Customized DXP MarTech Functions
▪ Advanced Page Building
▪ Technical SEO
▪ Multilingual - ready
▪ Complex User Profiles
▪ Advanced Marketing Forms
▪ Advanced Editorial Workflow
▪ Advanced AMP/Mobile Tools
▪ Multisite Creation and Management
▪ Independent Content Promotion
▪ Custom Team Based Workflows
▪ Custom Client API Integrations
▪ Standardization of the Admin Interface

23. Open Source DXP Platforms
▪ Advance Visitor Personalization
▪ Progressive Profiling
▪ Conversion Optimization Tools
▪ Internal Ad Management
▪ Lead Management
▪ Advanced Campaign Tools
▪ Landing Page Process
▪ A/B Testing
▪ Campaign URL Management
▪ Social Media Integrations
▪ Email Marketing Integrations
Core DXP Publishing Functions
Advanced DXP Features & Integration
Customized DXP MarTech Functions
▪ Advanced Page Building
▪ Technical SEO
▪ Multilingual - ready
▪ Complex User Profiles
▪ Advanced Marketing Forms
▪ Advanced Editorial Workflow
▪ Advanced AMP/Mobile Tools
▪ Multisite Creation and Management
▪ Independent Content Promotion
▪ Custom Team Based Workflows
▪ Custom Client API Integrations
▪ Standardization of the Admin Interface

24. Open Source DXP Platforms
▪ Advance Visitor Personalization
▪ Progressive Profiling
▪ Conversion Optimization Tools
▪ Internal Ad Management
▪ Lead Management
▪ Advanced Campaign Tools
▪ Landing Page Process
▪ A/B Testing
▪ Campaign URL Management
▪ Social Media Integrations
▪ Email Marketing Integrations
Core DXP Publishing Functions
Advanced DXP Features & Integration
Customized DXP MarTech Functions
▪ Advanced Page Building
▪ Technical SEO
▪ Multilingual - ready
▪ Complex User Profiles
▪ Advanced Marketing Forms
▪ Advanced Editorial Workflow
▪ Advanced AMP/Mobile Tools
▪ Multisite Creation and Management
▪ Independent Content Promotion
▪ Custom Team Based Workflows
▪ Custom Client API Integrations
▪ Standardization of the Admin Interface
Custom Editorial Workflow with Unified
Admin

25. Options for Your Digital Transformation
Journey
Headless
Traditional
DXP
Agile
CMS OSS
+
SaaS
All in
One
OSS
Bespok
e Hybrid
Digital
Transformation
Content Architecture
Data Architecture
Technical
Architecture
Decoupled

26. Data Architecture Types
Traditional
Agile CMS
Content Architecture
AP
I
AP
I
AP
I
AP
I
AP
I
Open Source DXP
Content Architecture

27. Data Architecture Types
Traditional Decoupled
Back-End UI
API
Code &
Front-End
Templates
Code &
Front-End
Templates
Code &
Front-End
Templates
WEB SERVER WEB SERVER WEB SERVER
Agile CMS
Content Architecture
AP
I
AP
I
AP
I
AP
I
AP
I
Open Source DXP
Content Architecture

28. Data Architecture Types
Traditional Decoupled Headless
Back-End UI
API
Code &
Front-End
Templates
Code &
Front-End
Templates
Code &
Front-End
Templates
WEB SERVER WEB SERVER WEB SERVER
Back-End UI
API
Code &
Front-End
Templates
Agile CMS
Content Architecture
AP
I
AP
I
AP
I
AP
I
AP
I
Open Source DXP
Content Architecture

29. Omni-Channel Publishing
Provides the best of breed in
architecture for publishing content
across an endless option of channels
and devices, including the ever-
growing list of IoT.
Top Reasons Brands Select a Decoupled or Headless
Architecture
Performance
Headless installations have shown
speeds up to 10x faster than
traditional CMS structures on
complex solutions.
Security
The entire Data Architecture is
designed inherently in a way that
drastically improves multiple aspects
of security.
Interactivity
Ability to sync 100% of your data
with your online platform. Crucial for
brands that have multi-systems
infrastructure, allowing the entire
organization to
interact with 100% of your data.

30. Looking for More Details
on the Next Steps in
Digital Transformation?
▪ Download the Presentation
▪ Read the Open Source DXP Explained White Paper
▪ Get in Touch to Discuss Choosing a Technical
Architecture
CrowdFavorite.com/Summit2021
Headless
Traditional
DXP
Agile
CMS
OSS
+
SaaS
All in
One
OSS
Bespoke
Hybrid
Digital
Transformation
Content Architecture
Data Architecture
Technical
Architecture
Decoupled

31. Thank You
Karim Marucchi
@KarimMarucchi
CrowdFavorite.com