Web-experience management platforms combine content management systems with analytics, targeting and personalization, allowing marketers to define and use marketing segments and integrate customer data into the content, writes Matt Bundy, a partner at Rosetta. "Marketing leaders need to stop viewing their CMS platforms as a technology tool ... used primarily to make content publishing easier, and start viewing it as an engagement platform that fits into an ecosystem that can fundamentally change the way they interact with customers online," Bundy writes.

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