In this article, I discuss a new concept to the stack; The Digital Experience Composition, recently coined by Gartner, and outline how it enables you to leverage your existing CX data, resulting in a highly competitive customer experience.

What is Digital Experience Composition (DXC)?

Digital Experience Composition is an emerging technology used to orchestrate multiple digital experiences in a headless, decoupled, composable tech stack. These tools provide API connectivity to headless services and allow developers to create digital experiences and hand the day-to-day management in no-code environments back to digital teams and business users. 

The term was coined by Gartner in 2022, but the technology has been available under other product names for approximately four years. Promoted most prominently by Occtoo in the form of an Experience Data Platform

How does Digital Experience Composition work?

DXC helps marketers build new digital experiences using existing sources of content from within the organization.

In essence various presentation components are powered with data from a wide range of enterprise data systems. DXC unifies the data and assets from CMS, CRM, PIM, DAM, ERP and other backend systems, pairs it with behavioural and contextual data from digital destinations and feeds this data to a front-end framework of choice.

This means your organisation can build digital experiences faster without the need for developers or integrations.

With instant access to all data, you can pick and choose the assets that you need and deliver a new digital experience with just a few clicks. Simply choose your assets and create a purpose-built API (without any coding skills needed) that utilises the specific combination of data for your application. Now you can either use this data to power custom-built Progressive Web Applications (PWA's), or why not use a front-end as a service (FEaaS) such as or Vue Storefront to consume the data and create the experience from there?

Via these real-time APIs, these new combined data sets are fuelled into an experience in milliseconds, on a global scale, creating zero friction in the customer experience. This task is impossible with your existing backend systems, because making tens of thousands of API calls per second will cause the systems to fall over and render the data inaccessible.

Experience data is a key differentiator in a world driven by CX

To succeed in a competitive landscape, it’s becoming increasingly important to use your data to adapt to changing customer behaviours. 

eCommerce is the fastest-growing source of sales for product-driven organizations, especially post Covid-19. When potential customers visit your digital destinations there is no physical person taking care of or acting as a guide in the customer journey, so it becomes all about how you manage to use your data: behavioural and contextual data, in combination with your content, product, transactional, and customer data is what makes up your digital customer experience. 

Read more: 7 Major Benefits of adding an Experience Data Platform to your tech stack

You might also like: The time-consuming and costly problem with building digital experiences and how to fix it!

The Occtoo Experience Data Platform supports you in launching 4x as many digital experiences

Occtoo's Experience Data Platform is a Digital Experience Composition tool built to support businesses in creating new relevant digital customer experiences with speed and scale. We help digital teams move into a new state, where they spend less time integrating and moving data, and more time being creative and innovating with data - shipping more digital initiatives to the market. 


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"With Occtoo’s Experience Data Platform we are able to easily access data from many different systems and distribute headless experiences into a variety of applications. Not only are we now 4x faster to market but our costs to build these experiences has lowered dramatically." Thomas Davis, Global Digital Operations Director, Cartier

Our customers tell us that Occtoo’s Experience Data Platform gives their unified customer experiences and speed of app development a major boost. By using Occtoo they can re-use and re-purpose data across channels, quickly building a powerful and up-to-date data pool. They feel empowered working directly with the data needed for customer experience innovation.

So, if you’re drowning in endless streams of data, and sifting through multiple data silos to bring together a unified data experience, whilst discarding behavioural context, stop! It’s time to add an Experience Data Platform to your stack.

With Occtoo, digital leaders at companies such as Cartier, Fjällräven, and Nordic Nest have been able to deploy 4x more initiatives from their CX roadmap, re-use data across their digital experiences and spend less time and money on integration and more on customer innovation.

Are you ready to quadruple the amount of digital experiences you can launch? 

Book a demo

About Occtoo

Occtoo is an Experience Data Platform that supports retailers and brands to build relevant digital experiences and applications at rapid speed. Occtoo’s SaaS platform makes it easy to access and unify enterprise data from backend systems such as CRM, ERP, PIM, etc. and combine it with behavioural and contextual data to create relevant digital experiences that can be deployed in any channel or frontend in real-time at a global scale. Occtoo was founded in 2019 and proudly includes Cartier, Fjällräven, and Nordic Nest on their customer list.

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