- Forrester positions Qubit as ‘enterprise marketing centric’ technology that can supplement core WCM and ecommerce platforms
- Enterprise marketing vendors run “the gamut on size and breadth of offerings,” and put “tools in the hands of marketers to create and drive experiences to engage customers and prospects”
- Qubit was cited as having proprietary, best-of-breed web/mobile analytics and testing/optimization, with embedded platform capabilities in recommendation
Web is now the centre of the universe for all things retail. Forrester1 predicts that by 2018, 59% of all retail sales will be impacted by a digital touch. This amounts to US cross-channel sales of $1.8 trillion and online sales of $414 billion. Adding to this, most of our clients consider their website their “biggest store”. Both of these points underline the importance of the digital experience - probably the single biggest lever a business can pull to increase revenue and profitability.
In this recent Forrester report, Market Overview: Digital Customer Experience Delivery Platforms, Forrester defines digital experience delivery platforms as: Software to manage, deliver, and optimize experiences consistently across every digital touchpoint. Forrester divides the platforms as either commerce- or content-centric, and depicts how vendors have been on acquisition and re-branding drives to extend their digital customer experience delivery platform offerings.
A well-documented challenge with acquisition is how smoothly vendors can integrate with one another. The reality is that workflows between applications are often fragmented, leaving marketers stuck in data dead ends - situations where a business is unable to physically action data between their platforms. As Forrester put it, the result is an “embarrassment of riches,”where vendors offer the capabilities, but clients are unable to unify them.
Core to the problem is friction between marketing and IT departments. For the most part, marketing is the driving force behind evolving the customer experience, but there is a reliance on IT to implement the required technologies and deliver the changes. With IT not always considering customer experience as central to their role, the result is a shortage of appropriate skills to deliver on marketing’s expectations.
Enter Qubit. Forrester positions ourselves as an ‘enterprise marketing-centric’ technology that can supplement a client’s core WCM or ecommerce platform. Vendors such as ourselves are cited as running “the gamut on size and breadth of offerings,” and as putting “tools in the hands of marketers to create and drive experiences to engage customers and prospects.” We’re cited as having proprietary, best of breed offerings in web/mobile analytics and testing/optimization, with embedded platform capabilities for recommendation. We couldn’t agree more.
As a business built from the ground up, dedicated to the optimization of the digital experience, we know that our applications are more powerful than those cobbled together via acquisition. We’re also aware of the risks of spreading ourselves too thinly or falling foul of vendor lock in. Forrester do an eloquent job of describing the constituent parts of the digital experience delivery platform architecture. Where Qubit comes into its own is plugging the gaps between legacy systems and enabling data to flow seamless between all operations in a business using our Visitor Cloud and API strategy.
You can download the report here or contact us if you’d like to receive a demonstration of how our platform works.
1 US Cross-Channel Retail Sales Forecast: 2014 To 2018, Forrester Research, Inc., July 24, 2014