Managing digital experiences is new and uncharted territory for many marketers, developers, and app delivery teams. And it can get even scarier when they discover that doing so means that they have to work across siloed teams or create a new, agile team.
So says a recent Forrester Research report, The State of Digital Experience Delivery, 2015, written by analyst Anjali Yakkundi with Ted Schadler and Danielle Geoffroy, which surveyed 135 tech, marketing, and business professionals.
So what do these folks care about most? According to the survey, “Firms are embracing the need to assemble a full digital experience delivery platform—software to manage, deliver, and optimize experiences consistently across every digital touchpoint.” To do that, investments in Web content management as the delivery backbone for digital experiences was the top priority for 60% of companies. Analytics (58%), marketing (44%), and testing/optimization (31%) solutions were also priorities.
Managing multiple apps on multiple devices
Those investments are important, because delivering a great experience across every device that a customer wants to use is not easy! Many people are now using desktops, laptops, smartphones, and tablets every single day. On top of that, enterprises now manage an average of 268 branded, customer-facing Web properties, Forrester reports. And that doesn’t account for sites like the iOS and Android app stores and social media services such as Facebook, Instagram, Twitter, LinkedIn, and YouTube.
Yikes!Brands know that they need to invest in digital experiences to avoid the risk of losing out to their competitors, but they’re still learning how to build the agile, functional teams needed to coordinate across silos. Finding the right talent to staff those teams is a top concern in the Forrester report, but respondents also said they were looking for integrated tools that could work across all the channels, devices, and different team interests required to create rich and effective interactive apps and media.
The role of Software Analytics
Many modern software builders—including New Relic customers—have found that software analytics can help them capture the digital footprints of their customers, even as they cross channels and use multiple devices. By analyzing the metrics of app performance, customer engagement, and Web use in a single view, software analytics helps deliver real answers to questions about how to improve the product and convert site visitors to customers.
Conde Nast, for example, which publishes such iconic magazine as Vogue, Vanity Fair, The New Yorker, Wired, and many others, is leveraging software analytics to make the leap from print magazines to digital content. Check out this case study to see how the company is relying on software analytics to manage its multi-property digital experience.
For more information on how New Relic software analytics can help bridge teams so that enterprises can better manage their customers’ digital experience, check out this recorded webinar, “An Introduction to New Relic: Getting Visibility of all Your Digital Channels.”