Content Management Systems have become a commodity and their features no longer serve as differentiators so it seems. Most of these CMS’s are actually quite mainstream and available in all kinds of shapes and forms. In order to differentiate digital web platforms tend to offer additional advanced capabilities
to further evolve toward digital experience platforms that offer features such as: A/B testing
, visitor profiling & user segmentation
, machine learning & big data
and data integration & platform connectivity
. A perfect example of data integration and platform connectivity is the integration between Sitecore and Salesforce that helps deliver highly customized experiences by enabling marketers to better understand and follow customer behavior and preferences.