2024年数字体验报告 DX Vision 24

Areportexploringtheprioritiesandstrategiesofglobalmarketingleadersastheydesignandbuilddigitalexperiencesforthefuture.September2024DXVision24ExperienceExperienceIntoday’sdigitalworld,experienceiseverythingFromwebsitesandappstochatbotsandaugmentedrealityexperiences,usersdemandinteractionsthatareseamless,fast,relevant,andconnectedacrosseverydigitaltouchpoint.Asthedigitalexperience(DX)landscapeevolvesatlightningspeed,customerexpectationshaveneverbeenhigher–expectationsthattranscendindustries,markets,channels,andlanguages.Putsimply,customersdemandexcellence,everytime.“OurtheIt“OurtheIt’sCMO2digitalexperienceisfrontdoortoourbrand.howwedifferentiateourselvesinacrowdedmarketandconnectwithcustomersonadeeperlevel.iseverythingiseverythingDXVision24ExecutiveteamsandshareholdersarepushingforDXExecutiveteamsandshareholdersarepushingforDXexcellencelikeneverbefore.Butdeliveringitisahardandcomplexchallenge.Buildingstandoutdigitalexperiencesrequiresablendofstrategy,cutting-edgetechnology,compellingcontent,data-driveninsights,andseamlesscollaboration.AddAI,optimization,andadashofcreativity,andyou’vegotacomplexpuzzletosolve.Marketinganddigitalleadersaroundtheglobeneedtheknowledgeandinsightstoshapeanddeliveronavisionfordigitalexperienceexcellencethatcanmeetandexceedcustomerexpectations.“Astrongdigitalpresenceisnolongeroptional;it’sessentialforsurvivalintoday’scompetitivelandscape.34ContentsIndustryhighlights446.0FutureContentsIndustryhighlights446.0FutureDXtrends48Avisionforexcellence508.0Abouttheauthors53Introduction05Researchapproach07Keyfindings4.0In-depthanalysisDXVision24Introduction5DXVision24Introduction1.0WelcometoVision24Discoverkeytrendsandemergingopportunitiesshapingthefutureofdigitalexperience.Leverageexpertinsightstoinformyourstrategyandstayaheadofevolvingcustomerexpectations.Thisisn’tjustDiscoverkeytrendsandemergingopportunitiesshapingthefutureofdigitalexperience.Leverageexpertinsightstoinformyourstrategyandstayaheadofevolvingcustomerexpectations.It’saplaybookformarketerslookingtodeliverdigitalexperienceexcellenceoverthenext12monthsandbeyond.Weengagedmorethan600marketingleadersacrossthreeDiveintoin-depthanalysistogainadeeperunderstandingofwhatdrivessuccessfuldigitalexperienceprograms.MakeDiveintoin-depthanalysistogainadeeperunderstandingofwhatdrivessuccessfuldigitalexperienceprograms.Makeinformeddecisionsbackedbydata-driveninsights.Wedugdeepintotheirdigitalexperiencestrategies,priorities,andchallengesfortheyearahead,andbroughtitalltogethertogiveyoutheinsightsandanalysistoreassessandreimagineyourownvisionforDX.VisionReimaginethefutureofDXwithaforward-thinkingvisionforyourorganizationbuiltonclearinsightandanalysis.Setabolddirectionforyourdigitalexperiencejourneyin2024andbeyond.6DXVision247...-.–DXVision249DXVision249ResearchapproachofdigitalexperienceThisreportisshapedbyinsightsandanalysiscollectedaroundthe15driversofdigitalexperience.Thedriversrepresent15keycomponentsforbuildingmoderndigitalexperiences,andareorganizedintofivepillars:Strategy,Technology,Content,Intelligence,andOptimization.ThereportexploreshowglobalmarketersarethinkingaboutourDXdrivers;howtheirorganizationsareperformingagainsteach;thechallengestheyfaceindeliveringonthem;andtheirprioritiesoverthenext12monthsastheyshapetheiruniquevisionforDX.StrategyStrategicAlignmentBuildingaconnectedDXstrategyalignedwithbroaderCXandcommercialgoalsalongsidethespecificobjectivesofmarketingandIT.DigitalDeliveryFocusingonagilityandcontinuousimprovementwithwell-definedprocessesthatreactfasttomarketchangesandcustomerneeds.andexternalpartners,withtherightmixofskillsandexpertise.TechnicalPerformanceOptimizingspeed,accuracy,uptime,andscalabilitytoensuredigitalexperiencesrunsmoothlyandefficientlytomeetglobaldemand.Buildingaflexibleandfuture-prooftechstackwithseamlessintegrationsandtherightsolutionsandcapabilitiesfororganizationalneeds.TechnicalComplianceAddressingsecurity,privacy,andregulatoryrequirementsalongsideethicalconsiderationsandriskmanagementforallDXtools.ContentContentProcesscreationanddistributionofqualitycontentthroughstreamlinedprocessesforglobalaudiences.WebPresenceDeliveringahigh-qualitywebexperiencewithstrongdifferentiationandUX,enhancinguserengagementandbrandcredibility.OmnichannelPresenceEnsuringconsistent,seamlessexperiencesacrossowneddigitalchannelswhileoptimizingcustomerjourneysspanningalltouchpoints.DataandAnalyticsLeveragingreal-timedata,customerprofiling,andpredictiveanalyticstodriveinsightsandinformeddigitalinteractions.PersonalizationProvidingdynamic,personalizedcontentforeveryindividual,enhancingengagementandrelevanceateverytouchpoint.ArtificialIntelligenceIntegratingAIintoworkflowsandDXdeliverytoautomateprocessesandenhanceexperiencesacrossthefullDXecosystem.MarketingOptimizationOptimizingDXforkmarketingmetricsincludingleadgeneration.CommercialOptimizationOptimizingDXforconversions,commercialmetricstoalignDXstrategywithwiderbusinessContinuouslyinnovatingDXwithmoderntechnology,agilemethodologies,andanadaptiveroadmaptostayaheadofcustomerexpectations.DXDXVision24ResearchapproachIntroducingtheThecentraloutputofouranalysisaroundthe15driversistheDXVisionIndex.TheIndextakeseachdriverinturnandplotstheresultsfortwokeymetricstohelpusunderstandthestateofdigitalexperiencetoday.ImportanceWeaskedourmarketingleadershowimportanteachdriverisforpoweringdigitalexperiencesintheirorganization.IsitcriticaltoDXsuccessoranicetohave?PerformanceWeaskedmarketingleadershowtheirorganizationisperformingagainsteachdrivertoday.Aretheydeliveringexcellence,oristheirperformancefallingshort?S人m1S人m人人45566978CNTENTC1StrategicAlignment2DigitalDelivery4TechnicalPerformance6TechnicalCompliance7ContentProcess8WebPresence9OmnichannelPresence10DataandAnalytics12ArtificialIntelligence13MarketingOptimization14CommercialOptimizationResearchapproachMeasuringtheTheExcellenceGapmeasuresthegapbetweenthosewhotoldusadrivercarrieshighimportanceforDX–andthosewhotoldustheyaredeliveringexcellencetoday.ItisalitmustestfortheResearchapproachMeasuringtheTheExcellenceGapmeasuresthegapbetweenthosewhotoldusadrivercarrieshighimportanceforDX–andthosewhotoldustheyaredeliveringexcellencetoday.Itisalitmustestforthestateofdigitalexperiencetoday,presentingthedifferencebetweenimportanceandperformance-orvisionandreality.ImportanceThe%ofmarketingleaderswhotoldusthedriverhashighimportanceinpoweringDXinthefuture.PerformanceThe%ofmarketingleaderswhotoldustheyweredeliveringexcellenceagainstthedrivertoday.DXVision24DXVision24KeyfindingsDXVision24Mindthegap:remainselusivesignificantgapbetweenimportanceandperformancein2024.Aggregatingtheresultsacrossall15drivers,80%ofmarketingleadersratethemascriticalforKeyfindingsDXVision24Mindthegap:remainselusivesignificantgapbetweenimportanceandperformancein2024.Aggregatingtheresultsacrossall15drivers,80%ofmarketingleadersratethemascriticalforpoweringDX,butonly27%thinktheyaredeliveringDXexcellencetoday.ItgivesustwovaluableinsightsaboutthestateofDXtoday.First,thatmarketingleadersacrosseveryindustryrecognizethecriticalimportanceofthediversefactorsthatcontributetowardsbuildingstandoutexperiences.Andsecond,thatdeliveringDXexcellenceisasignificantandcomplexchallenge,andmostorganizationsarefallingshort.95673.034“Deliveringaconsistentdigitalexperienceacrossalltouchpointsisasignificantchallenge.8ExcellenceGap1StrategicAlignment2DigitalDelivery4TechnicalPerformance6TechnicalCompliance7ContentProcess8WebPresence9OmnichannelPresence10DataandAnalytics12ArtificialIntelligence13MarketingOptimization14CommercialOptimization15DXInnovationHighimportanceDeliveringexcellenceDXVision24“Thespeedatwhichtechnologyevolvesisbothexcitingandchallenging.Weneedtoconstantlyadaptourstrategies.KeyfindingsStrategyandTechnologydriversreportbiggestgapsComparingthedataacrossthe15drivers,thefourdriverswiththebiggestExcellenceGapresultsallcomefromtheStrategyandTechnologypillars.Thedataisclear:thegreatestchallengemarketersfaceisfixingthestrategicandtechnologicalfoundationstodeliverontheirDXambitions.What’smore,thepaceoftechnologicalchangeisinsomecasesexacerbatingthestrategicchallengeforbrands.CMOsreportthatjustkeepingpacewithcontinuousinnovationisanuphillbattleforDXstrategy.348956734895671StrategicAlignment2DigitalDelivery4TechnicalPerformance6TechnicalCompliance7ContentProcess8WebPresence9OmnichannelPresence10DataandAnalytics12ArtificialIntelligence13MarketingOptimization14CommercialOptimization15DXInnovationHighimportanceDeliveringexcellenceDriverswiththebiggestExcellenceGapStrategicAlignmentDigitalDeliveryTechnicalPerformanceDXVision24“Thecomplexityofourtechstackisabarrier.Weneedsolutionsthatintegrateseamlesslyanddon’trequireatonofmanualworktodelivertheexperiencesourcustomersexpect.KeyfindingsMarketingleadersareprioritizingstrategyandtechnologyinvestmentAlignedwiththeIndexresults,whenweaskedmarketerstorankthedriversinorderofpriority,TechnologyandStrategyagaincameoutontop.29%ofthemarketingleadersselectedtheTechnologydriversastheirpriorityfordigitalexperienceinthe12monthsahead;while23%selectedtheStrategydriversastheirtopfocus.SpeakingtoCMOsaroundtheirDXspendingintentionsinthemonthsahead,manyacknowledgedinvestmentisneededtoovercomethechallengesoflegacytech,datagovernanceissues,anddisparatesystems.Thisshowsthatwhilemarketersfeeltheyarefallingshortonstrategyandtechnology,theyhaveplanstoact.Toppillarpriorityfordigitalexperiencecitedbymarketers29%TechnologyStrategyContentIntelligenceOptimizationQ:Rankthefivepillarsinorderofpriorityforyourorganization’sdigitalexperience.DXVision243.3“Oneofourbiggestchallengesiskeepingupwithcustomerexpectations.They’reconstantlyevolving,andweneedtobeagileenoughtomeetthemwheretheyare.KeyfindingsMostbrandshavenotmaximizedDXmaturityJust14%ofbrandsseetheirorganizationasaVisionarywhenitcomestoDXmaturity,while42%reporttheyarejustCompetent,aFollower,oraLaggard,asmarketingleadersstruggletokeeppacewiththeshiftingDXlandscapeandincreasingcustomerexpectations.Despitethischallenge,asignificant44%seetheirorganizationasProgressiveintermsofDXmaturity.Thesebrandsareregularlyintegratingcutting-edgesolutionsshowingthat,whilethereisworktobedonetoreachafullymatureend-state,theyareexploringnewsolutionsandmakingcontinuousprogresstowardsDXexcellence.ofmarketingleaderssaytheirorganizationhasnotreachedfullDXmaturity.DXmaturityratingcitedbymarketers44%VisionaryContinuouslyredefiningindustryVisionaryContinuouslyredefiningindustrystandardsFollowerTakingcautiousstepstowardsdigitalmaturityLaggardBarelykeepingpacewithdigitaltransformationCompetentGenerallyalignedwithindustrybenchmarksRegularlyintegratingcutting-edgesolutionsQ:Howwouldyourateyourorganization’sdigitalexperiencematuritywithinyourindustry?DXVision244.0In-depthanalysisContent4.0Content4.0OptimizationContentIntelligenceDXDXVision244.04.0strategyisatthecoreofanyinitiativeAwell-definedstrategyenablesorganizationstocreateagile,adaptabledigitalframeworksthatcanevolvewiththemarketwhilekeepingcustomerneedsattheforefront.Itinvolvesaligningthebroaderbusinessobjectives,suchascustomerexperience(CX)andcommercialgoals,withthespecificgoalsofmarketingandITteams.Ultimately,strategyisaboutconnectingthedotsbetweenbusiness,technology,andcustomerexperienceinawaythatdrivescontinuousimprovementandcompetitiveness.StrategydriversStrategicAlignmentBuildingaconnectedDXstrategyalignedwithbroaderCXandcommercialgoalsalongsidethespecificobjectivesofmarketingandIT.Focusingonagilityandcontinuousimprovementwithwell-definedprocessesthatreactfasttomarketchangesandcustomerneeds.BuildingablendedDXteamacrossmarketing,IT,andexternalpartners,withtherightmixofskillsandexpertise.1StrategicAlignment2DigitalDelivery34TechnicalPerformance56TechnicalCompliance7ContentProcess8WebPresence9OmnichannelPresenceDataandAnalyticsPersonalizationArtificialIntelligenceMarketingOptimizationCommercialOptimizationDXInnovationHighimportance8DeliveringexcellenceCONTENTAverageExcellenceGapfortheStrategydrivers90706050403020%HighimportanceDeliveringexcellenceDXVision244.04.020In-depthanalysis|StrategySpotlightontheStrategyThethreeStrategydriversreportedthehighestaverageimportancescoreagainstallotherpillars.81%ofmarketingleadersrankedthedriverswithhighimportance.ThehighestofthesewasforStrategicAlignment,with83%ofmarketerssayingthiswascriticalforDXsuccess.TheaveragescorefordeliveringexcellencetodayacrosstheStrategydriverswas27%,leavinganExcellenceGapof54%.Thedatahighlightsacleargapbetweenstrategicprioritiesandactualperformance.This54%gapindicatesthatwhilethefocusonstrategyisstrong,executionremainsachallenge.Bridgingthisgapwillrequirebusinessestofocusontranslatingstrategicintentintotangibleactions.S上Q人34m人802597S上Q人34m人802597DXVision244.0In-depthanalysis|StrategyTransformation,growth,andcostsavingsunderpinMarketersidentifieddigitaltransformation(49%)asthetopcatalystforDXprograms,alongsiderevenuegrowthtargets(47%)andoperationalmodernization(35%).Costsavings(46%)alsoremaincrucial,highlightingthebalancebetweeninnovationandfinancialefficiency.ThesedriversindicatethatDXmandatesarenotjustaboutimprovingmarketingROIbutareincreasinglytiedtocorebusinessperformanceandwide-rangingmodernizationstrategies.“Digitalexperiences“Digitalexperiencesarecrucialfordrivingbusinessgrowthintoday'scompetitivelandscape.Q:Whatisdrivingyourdigitalexperiencemandateoverthenext12months?TopcatalystsforDXprogramscitedbymarketersDigitaltransformation49%49%RevenueandgrowthtargetsCostsavings46%46%DigitaltransformationRevenueandgrowthtargetsOrganizationalmodernization35%35%DigitaltransformationisnowanAclosesecond,revenueandCost-savinginitiativesremainatopessentialfocusfornearlyhalfgrowthtargetsareakeypriority,asconcern,withbusinessesfocusingFiercecompetitionofbusinesses,evolvingfromanorganizationsstrivetomeetfinancialonstreamliningoperationsandoptionalstrategytoacriticalgoalsandexpandmarketshare,improvingefficiencytomaintainVendorconsolidation30%30%leverforcommercialsuccess.evenamideconomicfitabilityincompetitivemarkets.Changersinbuyerperferences30%30%Boardmandates28%28%Differentiation26%26%DXVision244.0In-depthanalysis|StrategyLackofknowledgeandinvestmentaretopbarrierstoaneffectiveDXstrategyMarketersciteseveralbarrierspreventingtheeffectiveexecutionofdigitalexperience(DX)strategies,withlackofknowledge(34%)andinsufficientinvestment(33%)toppingthelist.Additionally,projectcomplexity(32%)andinadequatetechnology(31%)aremajorhurdles,complicatingeffortstoimplementDXinitiativeseffectively.Thesestatshighlightadisconnectbetweentheambitionfordigitaltransformationandtheresourcesorcapabilitiesavailabletoachieveit.Withoutaddressingtheseinternalbarriers,businesseswillstruggletodeliverontheirvisionfordigitalexperienceandfailtomeetevolvingcustomerexpectations.“Oneofthebiggest“Oneofthebiggestchallengeswefaceisintegratingdisparatesystemstocreateaseamlessdigitalexperience.Q:Whatarethebarrierstoeffectivedigitalexperiencestrategyinyourorganization?22TopbarrierstoeffectiveDXstrategycitedbymarketersLackofknowledge34%34%Lackofinvestment33%33%Complexityofproject32%32%InsufficienttechnologyLackofstrategicordeliverypartners28%28%Lackoftalent28%28%Lackofaclearvision26%26%Poorcollaboration26%26%Lackofalignmentbetweenmarketingandtechnologyteams24%24%4.0ContentOptimizationDXDXVision2424Technologyistheenginetopowerandfuture-proof24experiencesOrganizationsmustensurethattheirdigitalinfrastructurecansupportanevolvingDXstrategy,enablingseamlessandhigh-qualityuserinteractions.Asglobaldigitaldemandsincrease,companiesmustdevelopscalabletechnologystacksthatnotonlyensurestrongperformancebutalsoaddresssecurity,privacy,andcompliancewithchangingregulations.Toremaincompetitiveinanincreasinglydigitalworld,businessesmustprioritizeinvestmentsininfrastructurethatcanseamlesslyscalewithfuturerequirements.Technologychosentodaymustbeadaptableenoughtointegratewithemerginginnovationswhilemeetingcurrentneeds.driversOptimizingspeed,accuracy,uptime,andscalabilitytoensuredigitalexperiencesrunsmoothlyandefficientlytomeetglobaldemand.Buildingaflexibleandfuture-prooftechstackwithseamlessintegrationsandtherightsolutionsandcapabilitiesfororganizationalneeds.Addressingsecurity,privacy,andregulatoryrequirementsalongsideethicalconsiderationsandriskmanagementforallDXtools.1StrategicAlignment2DigitalDelivery4TechnicalPerformance5DXStack6TechnicalCompliance7ContentProcess8WebPresence9OmnichannelPresence10DataandAnalytics12ArtificialIntelligence13MarketingOptimization14CommercialOptimization15DXInnovationHighimportanceDeliveringexcellenceCONTENTAverageExcellenceGapfortheTechnologydrivers908080%706050403020%HighimportanceDeliveringexcellenceDXVision2425In-depthanalysis|TechnologySpotlightontheTechnologyThethreeTechnologydriversreportedthelowestaveragescorefordeliveringexcellenceagainstallotherpillars.Just26%ofmarketingleadersreportedtheyweredeliveringexcellenceagainstthetechnologydrivers.ThelowestofthesewasforDXStack,withonly22%ofmarketerssayingtheyweredeliveringexcellence;thiswasalsolowestscorereportedacrossall15drivers.TheaveragescorefortheTechnologydriversintermsofimportancewas80%,leavinganExcellenceGapof54%.ThiswasthehighestaverageExcellenceGapforapillar,alongwithStrategy.TheimportancescoreforTechnicalPerformancewas83%,theequaltopresultacrossall15drivers.Thedatahighlightsacleargapbetweentechnologyprioritiesandperformance.Mostsignificantly,muchworkneedstobedonetobuildtheintegrated,scalable,andsecuretechstacksbrandsneedtofuture-prooftheirDXstrategy.S上人2Q34m5人978S上人2Q34m5人978DXVision24In-depthanalysis|TechnologySecurity,speedandsupportdrivingtechnologychoicesMarketershavehighlightedsecurity(48%)astheprimaryconsiderationwhenchoosingdigitalexperiencetools,followedcloselybyspeedandperformance(42%),andcustomersupport(40%).Thisshowsthatbusinessesareprioritizingsolutionsthatenhanceperformanceandprotection,aheadofchoosingvendorssimplybasedonfamiliarity(37%)oraffordability(36%).Technologychoicesareincreasinglydrivenbyacombinationofrobustsecurityneeds,operationalefficiency,andadesireforeffectivesupporttomaximizeROIfromDXtechecosystems.“MeasuringtheROIof“MeasuringtheROIofourdigitalinitiativesiscomplexbutessential.Weneedtotieoureffortsbacktotangiblebusinessoutcomes.Q:Whatisimportanttoyourorganizationwhenselectingdigitalexperiencetoolsandplatforms?TopfactorsdrivingtechnologychoicescitedbymarketersSecurity48%48%Speedandperformance42%42%CustomersupportFeaturesandcapabilities40%CustomersupportFeaturesandcapabilities40%38%38%SecurityInanageofincreasingcyberSpeedandperformanceSpeedandperformanceranksCustomersupportCustomersupportfollowsclosely,threatsandstringentregulations,highly,withmarketerslookingwithmarketersprioritizingEaseofimplementation37%37%robustsecuritymeasuresarefortechnologythatdeliversthequalityofstrategicandcritical,withnearlyhalfoffast,reliableperformancetooperationaladvisoryservicesTrustedprovider37%37%marketerscitingitasthekeyfactordeliveragainstever-increasingtomaximizethereturnontheir26Cost36%Cost36%Scalability33%Scalability33%Userexperience(UX)33%Userexperience(UX)33%drivingtechnologychoices.customerexpectations.technologyinvestments.DXVision24In-depthanalysis|TechnologyData,digitalassetandworkflowtoolsMarketersareprioritizingtoolsthatenablebetterdata-drivendecisions,digitalassetmanagement,andcontentmanagement.CustomerDataPlatforms(CDP)andanalyticstoolstopthelist,eachcitedby37%ofmarketersasessentialtotheirdigitalexperiencestrategies.DigitalAssetManagement(DAM)toolsfollowcloselyat36%,reflectingthegrowingneedformarketerstocentralizedigitalassetsglobally,while34%identifiedaCMSaskeytoolinaDXtechecosystem.Search,automationandworkflowmanagementtoolscompletethelistofthoseselectedby30%ofmarketersormore.ThesefindingsdemonstratethatawiderangeofconnectedtoolsandplatformsareneededtodeliverstandoutDXinmodernenvironments.“Integratinganintelligent“Integratinganintelligentworkflowandautomationtooltodriveefficienciesacrossourglobalmarketingmachineisatopprioritylookingahead.Q:Whattoolsdoyouconsiderimportantforadigitalexperiencestacktodayforyourorganization?KeytoolsforDXtechstackcitedbymarketersCustomerDataPlatform(CDP)AnalyticstoolDigitalAssetManagement(DAM)tool36%36%Automationtool34%34%ContentManagementSystem(CMS)34%34%Searchtool32%32%Workflowmanagementtool30%30%Campaignstool26%26%Personalizationplatform26%26%4.0ContentOptimizationDXDXVision244.229Contentis4.229lifebloodofdigitalengagementCreatinganddistributinghigh-qualitycontentefficientlyacrosschannelsisanessentialcornerstoneforbuildingdigitalexperiences.Fromwebpresencetoomnichannelmarketing,contentstrategiesmustnotonlydifferentiatethebrandbutalsoprovideacohesive,seamlessexperienceforusers.Effectivecontentmanagementisaboutmorethanjustproduction;it’saboutensuringeverypieceofcontentenhancestheoveralldigitaljourneybybeingrelevant,accessible,andtailoredtotheindividualneedsofyouraudience.WebPresenceDeliveringahigh-qualitywebWebPresenceDeliveringahigh-qualitywebexperiencewithstrongdifferentiationandUX,enhancingusandbrandcredibility.Managingtheplanning,creationEnsuringconsistent,seamlessexperiencesacrossowneddigitalchannelswhileoptimizingcustomerjourneysspanningalltouchpoints.anddistributionofqualitycontentthroughstreamlinedproexperiencesacrossowneddigitalchannelswhileoptimizingcustomerjourneysspanningalltouchpoints.4人978CONTENT1StrategicAlignment2DigitalDelivery4TechnicalPerformance6TechnicalCompliance7ContentProcess8WebPresence9OmnichannelPresence10DataandAnalytics12ArtificialIntelligence13MarketingOptimization14CommercialOptimization15DXInnovationHighimportanceDeliveringexcellenceAverageExcellenceGapfortheContent