2024年MACH适合所有人：可组合技术的日常指南报告（英文版）-Valtech

composabletechnologyMACHforEveryonePropietaryandconfidential2ContentsOverview04DefiningtheMACH05opportunityPracticalbusinessresults11MACHecosystemmaps18AssessingMACHreadiness30&maturitymodelsMACHforEveryonePropietaryandconfidential3IntendedaudiencestheopportunitiesthatMACH-basedtechnologiestechnicalsubjects,theoverallintentofthiswhitewhoaredevelopingbrand-newdigitalproductsgroupdevotedtosharinginformationaboutPropietaryandconfidential4organizedinawaythatinitiallydescribeswhatMACHtechnologyisandwhereitfitswithintheoverallstoryofdigitalexperiencedevelopment.initiallydescribeswhatMACHtechnologyisandwhereitfitswithintheoverallstoryofdigitalexperiencedevelopment.Next,welookatthetangiblebusinessoutcomesthataredrivingmuchoftheinterestthatbusinessesandorganizationsareseekingtoattaininamodern,cutting-edgeapproachtoexperiencecraftinganddelivery.Wewrapourdiscussionwithanin-depthlookathowtogetstartedwithMACHtechnology,fromPOC/MVPbuilds,tolargerprojects,programstheentiretyofanorganization.WethenpivottobetterdefinethereadinessofanorganizationtoimplementMACHprojects,productsandprograms.WeextendthatdiscussiontoaseriesofMACHecosystemmapsthathelptodefinebest-in-classconfigurationsofMACHtoolsacrosscontent,commerce,search,personalizationandotherlenseMACHforEveryonePropietaryandconfidential5opportunity<Contents米MACHforEveryone6tobeThecommercializationofdigitalexperiencesbeganinearnestinthemid1990sastheworldrushedtomonetizeandinnovateusingaweb-basedapproachtodeliveringcontentandcommerceexperiences.WhiletheInternetitselfhadbeenaroundfordecades,itwasthesoleprovinceofacademics,militaryspecialistsandresearchers,untilthefirstsuccessfulwebbrowsersbecamewidelyavailable(NetscapeNavigatorandMicrosoft’sInternetExplorerchiefamongthem).Theopportunityfororganizationstobroadcastcontentaboutthemselves,theirofferingsandpositioninthemarketplacerepresentedafundamentalandgenerationalshiftforward.Thewidespreadsuccessofwebbrowsersledtoadifferentchallenge,though:howtodemocratizeaccesstowebsitessothatnon-technicalbusinesspeoplecouldalsoparticipateinthepublishingprocess.Mostwebsitesinthemid-90swerebuiltbyITteamsthatreceivedcontentanddirectionintheformofMSWorddocumentssentbybusinessusers.Itwasthischallengethatledtothecreationofcontentmanagementsystems(CMS),toolsdesignedtobeaccessiblebynon-technicalbusinessprofessionals,bypassingtheITteam,whilestillmaintainingauditingandrelatedcontrols.米MACHforEveryonePropietaryandconfidential7DigitalExperiencePlatforms:AnOverviewstartedtoexpandbeyondsimplypublishingwebpagesbyincludingfunctionalitythatalloweduserstodosomethingmorethanjustread.Featureslikeinternalauthentication,contentsyndication,multisite,multilingual,translatedcontentandthebirthofelementsofpersonalizationbegantobeincludedinwebsites,oftenpoweredbythesameCMSplatform.Capitalizingonthecommercialtransactionsideofthemarketplace,commerce-specifictoolsbegantoemergethatutilizedwebsitestooffertraditionalelectroniccommercecapabilities,includingdisplayingcomplexproductcatalogs,dynamicpricing,ordermanagement,shoppingcartfunctionalityandintegrationwithtaxandshippingproviders.Eventually,someofthesecommerce-specificplatformsmergedwithCMStoolstocreatemorepowerfulandcomplexproducts.Astheadoptionofmobilephonesincreasedandexperiencesbeganinearn2000s,theideaofawebpage/websitestartedexpandingtoincludeexperiencesthatextendedbeyonddesk-boundPCsandlaptopssmartphonesandtablets.Theabilityofmobilephonestosupportnotjustwebbrowsing,butnativeapplicationsthatoftenofferedsimilarexperiencestowebsitesbecameanothercomplexitytomaster.Socialmediaandsocialnetworkingaddedthedimensionofbeingabletosharecontentandapplicationswithfriendsandfamilyaroundtheworld,instantly.Whathadstartedasawebcontentmanagementsystem(WCMS)oracommerce-specifictooldigitalexperienceplatform(DXP).Coacquisitionandgrowth,whichhasenabledthemtoprovideapowerfulwayforsomeorganizationstodeliverdigitalandomnichannelexperiences.expansive,theyalsobegantosufferfrombloatandalackofresponsiveness.Bytraccommodateanincrediblydisparatesetofusecasesallononeplatform,theywouldoftenbeabletoperformthebasicsofanyonefeatureitwasofteneasytofindbetteralternativesforanygivenfunction:search,commerce,recommendations,personalization,etc.DXPsalsosufferfromthechalsupportandinturn,failtoadoptthelatestbestpracticesorbenefitsofmodernapplicationbedecadesold,requiringsignificantelementsofittobefundamentallyre-architectedandre-platformed.Theavailabilityofmoderncloudarchitectureisatdirectoddswiththewaythatsoftwaretoolswerebuiltinthe1990sandearlythatdependedonolderarchitectureswereburdenedbyhavingtobehostedon-premiseandthereforeunabletotakeadvantageoftheincredibleadvancesindynamic,elasticcloudscalingwithoutfundamentalre-writes.米MACHforEveryonePropietaryandconfidential8terminologyInfact,it’sthemodernapproachtoleveragingcloud-basedinfrastructure,coupledwithforward-thinkingapproachestointegrationandapplicationdevelopmentthathasaffordedanotherfundamentaladvance:MACHteanacronymthatstandsforthecorecharacteristicsofamoderndigitalexperiencedeliveryplatform:API-firstAAPI-firstHCharacteristicDescriptionMicroservices-basedMicroservicesisacorecharacteristicofmodernapplicationarchitecture,consistingoflooselycoupledservicesthatareindependentandhighlymaintainable.Inthehandsofacompetenttechnicalarchitect,amicroservices-basedapplicationisabletobemaintainedbyasmalltedifferentchannelsandexperiences.API-firstAPIs,orapplicationprogramminginterfaces,allowdeveloperstoshareandconsumecontentanddatawithdifferentsystemswithouthavingtoknowandbeexpertsonallthosesystems.API-baseddevelopmentdramaticallyspeedsthesharingandconsumptionofcontentanddatainastandardized,well-understoodmanner.Cloudtechnology,especiallyelasticity,meansthatapplicationsareabletodynamicallyscaleupanddownasdemandwarranasopposedtophysicallimitationsimposedbyserverarchitecture.Organizationspayonlyforwhattheyactuallyuseintermsofhostingsupport.Elementsoftheinfrastructurecanbescaledindependently,allowingthemtohandlewildswingsinusage—idealforevent-basedexperiencesorcampaignsthatdriveinterestandtrafficwithoutmonthsofpre-planning.Separatingthefront-endexperiencefromtheback-endlogic,contentanddataallowsforthesamecontent,multiplewayssimultaneously.Poweringwebsites,mobileapplications,kiosks,approach.Headlesssolutionsallowthesamefeatures,contentandfunctionalitytobemanagedcentrallywhilebeingpresentedincompletelydifferentchannelsandexperiences,whilesharingacommoncodebaseandback-endrepository.米米MACHtechnologyisfoundedonthesecoreprinciples,whichenableafundamentallydifferentapproachtodeliveringdigitalexperiencesthantraditionalDXPplatforms.MACHsolutionsofferatremendousamountofadvantages,manyofwhichwillbeexploredinthenextsection.Mostofthenextgenerationofdigitalexperiencecreation,craftinganddeliverywillleverageMACHprinciples,architecture,toolsandtechnologies.9米MACHforEveryonePropietaryandconfidential10MonolithversusMACHIt’simportanttonotethattraditionalDXPsstillorganization’sinternalstaff,capabilitiesand/orcommitmentstolong-termlegalcontractsMACHtechnology;notably,DXPstypicallyoffersomeformofAPIsupportthatcanbeusedtoextendDXP-poweredexperiencestonewabletotakeadvantageofthefullspectrumofon-premisehostingmodels,impedingtheabilitytotakeadvantageoftrulyelasticscaling.Inothers,theAPIsarelimitedtosimplecontentdeliveryandaren’trobustenoughtodelivermorecomplexfeaturesorcapabilities.Insomefeaturesthattheplatformoffers(forexample,notdynamiccontentrecommendations).asasingle,completesolutionflexibilityorcomponentizationcanmeanthatdeploymentsaretimeconsumingandoftenpresentarisk:shoutheentiresolutionneedstoberolledback.Whenyouneedtoscale,youscaletheenplatform,ratherthanthespecificareathatneedstheresources.It’stheselimitationsthatleadsometoreflectuponandlabelDXPsas“monoliths”—tcoupledplatformswithlooselyintegratedfeaturesandcapabilitiesthatofferlimitedabilitiestomatchthefullrangeofcapabilitiesfoundwithMACHsolutions.MACHforEveryonePropietaryandconfidential1102Practicalbusiness<Contents米米InadditiontothetechnicalbenefitsoftheMACHapproach,it’salsoimportanttothinkaboutthebusinessadvantagesofembracingMACHarchitectureandapproaches.PropietaryandconfidentialBusinessesneedmoreagiltobesuccessfulinadynamicompetitiveenvironment.Increasingly,customersaren’tloyaltobrandsinnovativeexperiencesthatbestcatertotheirspecificneeds.Atthesametime,organizationshavetodemonstrateROIandsupportbusinesscasesdigitalexperiencesolutionmustsupportaquicklinetoevidenceofprofitabilityandviability.米MACHforEveryoneSpeed,speed&speedPropietaryandconfidentialOrganizationsareoperatinginaworldthatrequiresspeedtomarket.Comparedtomanyotherapproaches,MACHsolutionstendtoofferasignificantadvantagewhenitcomestospeed,onanumberoffronts.Becaubespunupandprovisionedwithinminutesorhoursratherthandaysorweeks.Thismeansdevelopetimeinprovisioningandoninfrastructure-relatedelements.Speedoftheactualdigitalexperienceisanothercompellingtypicallyrenderpagesoranswerqueriesinreal-time,MACH-basedsolutionscanemploypowerfulstaticrendering(fullsiteorincremental)whichenableslightning-quickdeliveryofagivenrequest.ThisisnoticedbyGoogleandothersearchcanprovideapowerfullifttoorganicandrelatedsearchresults,asGoogleprioritizestheoverallperformanceofanexperiencealgorithms.It’sfairtosaythatwiththerightperformancemodeling,MACHsolutionscanprovidetheexactsameexperienceastraditionalDXPswithspeedimprovementsof50%-upliftthatdrivesconversions,betterservesthecustomerandincreasestrafficflowtoagivenproperty.ThisperformanceimprovementextendsbeyondjustwebpagestoanyexperiencethatisdrivenbyMACHsolutions,includingnativemobileappsandkiosks.米MACHforEveryonePropietaryandconfidential14EnhancedsecurityWeliveandoperateinaworldfilledwithincreasinglyaggressivehackers,unscrupulouscompetitorsandrogueagentswholovenothingmorethantoattackhighlyvisible,publicwebsites.Moderndigitalexperiencesaremajortargetsformalwaredissemination,denialofserviceattacks,cross-sitescriptingandotherevolvingformsofexploitingsecurityvulnerabilities-allfocusedonstealingdata,spreadingmalwareandembarrassingwell-knownbrands.Composabletechnologyofferspowerfulnewwaysinwhichtocombattheseattacksandprovidemoresecuredigitalexperiencesforbrandsandcustomersalike.Inmanycases,organizaalternativesincludingIncrementalSiteRegeneration)serverlessrenderingmodelsareabletopubliclyexposeonlyclient-facingcode,significantlyreducingsecurityvulnerabilities.Accesstothecontentdatabaseisonlyrequiredwhenrenderingthesite,notwhenitisliveinproduction.Thisapproachnotonlyprovidesremarkablespeedimprovements,butcompletelyeliminatesmanyofthemostpopularsecurityvectorsfrombeingexposed.EventhoughrenderingmodelsthatutilizesomeformsofdynamicgenerationcanfurthermitigatetheexploitationofsecuritygapscomparedtotraditionalDXPplatforms,it’sstillcriticallyimportantthatsecurityaroundAPIaccessisamajorfocuswhenarchitectingMACH-basedexperiences.ButcomparedtotraditionalDXPsolutions,composabletechnologyandexperiencesrepresentsignificantlymoresecuresolutions.米MACHforEveryoneBest-in-classcomponentsOneofthebiggestdrawbacksoftraditionalDXPsisthat,foranygivenfeatureoftheplatform,thereareoftendedicated,morepowerfulsolutionsavtimeandisaninherentissuewhenhavingtosupportlegacybuildsstep-changeinacorefeature(forexample,internalsearmustfirstdeprecatetheexistingfunctionalitysothatolderbuildsdon’tbreak.ThenewfeaturetypicallymustbeimplementedfirstwithintheDXPandthenbypartnerstotakeadvantageofnewcapabilities.AMACHapproachsolvesthischallengeatafundamenindependentelementoftheoverallsolution.Switchingfromoneelementtoanotherisassimpleasreplacingthecomponent,withtherestoftheMACHecosysteminstantlygainingaccesstothenewcapabilitywithoutdeprecation.UsingaMACHapproach,organizatinew,innovativecapabilitiesandfeatureswithoutrequiringthesameinvestmentinre-writingandarchitectingthecodebase.Thisenablesanopportunitytoselectthebest-in-classforeachfeatureandcapability,uniquelytunedtotheorganization’sneed.Propietaryandconfidential15Considerthis:Anorganizationneedstoshowcaseproductimagesonitswebsite,butwanttoaddawatermarktotheimagestopreventpeoplefromstealingthephotos.WithatraditionalDXP,torganizationwouldhavetohopethatthedigitalsupportswatermarking.Ifnot,itwouldhavetocodebloatoftheoriginalDAM),thenintegrateWithaMACHsolution,manyareavailablebecauseitworkaroundtheconstraintsofthemonolith.TheorganizationcouldimplementsomethingtoapplythewatermarkwithinthesolutionthroughitsAPIs,orfindanewalternativeDAMthatcouldbeinstalledintotheMACHecosystem,thenmigrateimagesacrossandforthatplatformtoinstantlyhaveallaspectsoftheimagerywatermarked.Evenbetter,thecommercecapabilitywouldhaveaccesstotheblogandotherfeatureswouldalsohaveinstantaccesstothenewcapabilities,as米米Flexibility&adaptabilityTheneedforspeedisfollowedquicklybytheneedforincreasedflexibilityandadaptability.iterative-based(sometimescalled“BigBang”)approachestodigitalexperiencedevelopment.Previously,companieswouldinvestinbuildigitalexperience,launchitandwaitthreetofiveyearsbeforetheinevitableupgrade,redesign,refreshorotherformofenhancement.Intoday’scompetitiveenvironment,that’ssimplynotfastenough.Asaresult,manyorgareadoptingamoreagile-basedapproachtodevelopment.ThisnewdirectionfocusesonidentifyingaMinimumViableProduct(MVP)buildofagivendigitalproduct,thencontinuallylearningandimprovingtheproductorexperiencebasedondirectuserfeedback.Theresultisamuchsmarterinvestmentoftimeandresources,essentiallyguaranteeingthatwhatisbuiltwillresonatewiththecustomerandachievethedesiredbusinessoutcome.Whileitispossibletosupportagile-basedapproacheswithtraditionalDXPsbasedapproachfocusesonidentifyingtheMVPexperienceup-front.Thecomponent-thatcompaniesneedtoinvestonlyinthosecomponentsthatarerequiredforanMVPreleaseandadoptadditionalfeaturesandmodulesoncetheyarThekeyistodefineaproductvision,thenarticulatethatvisionacrossaroadmapthatidentifiesprioritizedgoalstobeachievedovertime.experienceitselfcanbeimprovedacrosstheboard.Experiencesbecomemoreandresonantwithcustomersbecausethecosttoimproveanexistingfunctionisnolongernearlyasdauntingashavingtore-architectandInstead,thespecificcomponenttoimprovetheexperienceisidentified,thenimplemented.Theresultisagilityandflexibility,whileresponsiblyusingresources.AnothermajorbusinessbenefittoadoptingaMACH-basedapproachisthatorganizationsonlypayforwhattheyactuallyuse,tosupportitsongoingoperations.Insteadofinefficient,on-premisecoststhatareprohibitivetobeginwith(oftenoverestimatedbecausetheyareMACH-basedecosystemsaretransparent,controllableandbasedonlyonwhatisactuallyconsumed.Tobetterunderstandthis,it’snecessarytothinkmoreabouttheeconomicsofdealingtheprovisioningandongoingmanagementoftheenvironmentsaretypicallytheresponsibilityofthevendor,notaninterneachvendorisresponsibleformanagingtheongoingoperationandimprovedefficiencyofitsrespectiveplatform.Thisfurthermovescostsandsupportawayfromtheorganizationandtospecializedvendorsthathaveinvestedextensivelyinresourcestosupportitsplatform,componentortool.米MACHfor米MACHforEveryoneConsumption-onlymodelPropietaryandconfidentialThebottomlineis:Thereisalmostnodigitalexperienceavaitodaythatcan’tbebuiltanddeliveredusingMACHtechnology.Increasingly,therearedigexperiencesthatcanonlybedeliveredusingcomposabletechnology.ThetrendcontinuestopointtomassadoptionofMACHapproachestodigitalexperiencedevelopment.Content,commerce?Yes.It’stemptingtothinkthatMACHorheadlesssolutionsarebestsuitedtonicheapplications,butthetruthisthatMACHisrepresentedasacompleteecosystemofvendorsthatcanbeintegratedintoanynumberoftrulypowerfulecosystemthatwe’vedevelopedaseriestohelpjumpstartdiscussionstowardbuildingaspecificroadmapforanygivenexperientialoutcome.MACHecosystemstypicallyarefocusedaroundeitheracontent-orientedorcommerce-orientedsetofexperiences.Insomecases,andcommerceworkalongsideoneanothertodeliveratrulyseamlessexperienceaseriesofsupplementalMACH-complianttoolscanroundouttheexperiences,includingsearch,digitalassetmanagement,single-signon,authenticationandpermissioning,personalization,analytics,experimentationandmuchmore.Thevalstitchtogetherabest-in-breedplatformusingMACHtoolsalsoprovidesdramaticflexibilityinthespeedandpaceatwhichMACH-poweredexperiencesaredelivered(andpaidforMACHforEveryonePropietaryandconfidential18ecosystemmaps<Contents米米Therearemorethan100enterprise-levelproviderstodaythatoffercomposablearchitecture,orMACH-basedsolutions.PropietaryandconfidentialTheMACHAlliancewasformedin2anindustrytradegroupdesignedtoeducatebuyersonthevalueofMACHsoservestobetheofficialvoiceofcomposabletechnology.Itsmemberlistisawho’swhoofimplementers,technologyandsolutionprovidersthatareavailabletosupportcomposablebuilds.TobetterfacilitateMACHdevelopment,we’vecreatedaseriesofMACHecosystemservetodemonstratewhichspecificMACHtoolsandtechnologiestendtopairwelltogether.TheseecosystemmapsareintendedtostartaconversationaroundhmaychoosetobuildoutaMcapabilitiesandarenotmeanttobeprescriptivenorsetinstone.Weencourageyoutoreviewthemapsandadjust,modifyandadaptforyour米MACHforEveryonePropietaryandconfidential20Commerce/PIM/ERPCanenablecommerceexperiences,pcontentfrommultiplesourcesintoacompellingpresentationPersonalizationengineCanbeutilizedbyexternalpersonalienginestodelivercustommessagingSearchCanprovideguidedexperiencestohelpcustomersselecttherightvehicle,productorrelatedcontentCRMplatformsCanbealignedtospecificcustomersegmentstodriverelevantcontentmessagingtotherightaudiencesCanenableauthenticationandprovisioningexperiencestailoredtouniqueusersAnalyticsCanprovidedetailedanalyticinformationaboutcustomertrafficpatternsDigitalassetmanagementCanintegratewithDAMtoolstoensurethelatest,approvedimageryandrelatedassetsaredeliveredNativemobileappsContentdeliverycanbemultipleplatformswithoutrequiringrepeatedappupdates米MACHforEveryonePropietaryandconfidential21Contentfocusedservesasthecenterpoint,oranchoEachcomponentthat’saddedtotheecosystembecomesacontributortotheoverallexperiencetobedelivered.HeadlessCMSplatformsforMACHecosContentfulContentstack米MACHforEveryonePropietaryandconfidential22ContentfocusedAnalyticsAnalyticshelptoestablishwheneventsoccurthroughouttheMACHecosystem.Augmentingcoreanalyticsarehumanempathymeasurementtoolswhichhelptoprovidefurthercontexttowhyeventshappen,ultimatelydrivingexperimentationandrelatedhypothesisgeneration.CoreanalytictoolsforMACHecosystemsinclude;·AdobeAnalyticsSnowflake米MACHforEveryonePropietaryandconfidential23ContentfocusedHostingMACHsolutionsrequirespecializedhostingenvironmentsinordertotrulyscaleonanelasticbasis.Experiencesthatutilizemoderncapabilitieslikeincrementalstaticregeneration,serverlessdeliveryordynamicbuildsespeciallygainwhenconnectedtoMACH-specifichostingsolutionsincludingNetlifyandVercel.MACHHostingpartnersinclude:AzureVercel米MACHforEveryonePropietaryandconfidential24ContentfocusedCommerceCommerceexperiencesbenefitgreatlyfromMACH-nativetoolsandplatforms,especiallywhencoupledwithcomplimentaryPIM,DAMandpersonalizationtools.ProvidingtransactionalcommercecapabilitiesthroughcomposablearchitecturerepresentsanothersignificantexpansionoftheMACHecosystem.NativeMACHCommercetoCommercetools米MACHforEveryonePropietaryandconfidential25ContentfocusedPersonalizationPersonalizationistheenginethataddsintelligencetoMACHsolutions,cateringexperiencestouniqueaudiencesegments.Whetherthroughsimplepersonalization(geodetection,languageselection,etc)ormoreindividualizedexperiences(segmentor1:1personalization),multipletoolsexisttodeliverperformantpersonaliz