Content That Clicks: Where Your CMS Meets Customer Data

Stop guessing what your visitors want.

Let behavioral data guide your content—dynamically, in real time.

A CDP brings together first-party data from across your ecosystem—web, email, offline touchpoints—into unified customer profiles. Your Content Management System (CMS) then brings that data to life with timely, relevant content.

Together, they power real-time personalization, consistent cross-channel journeys, and data-driven strategies that drive results.

The results speak for themselves:

• Brands using first-party data via a CDP see 23.9% more engagement and 9.2% more registrations.¹
• Add a CMS, and personalized campaigns see 1.5× more traffic and double the form submissions.²

XperienCentral makes this all possible:

As a flexible CMS platform, its API-first, modular architecture, in-context editing, and deep integration capabilities turn insights into scalable, personalized experiences—without vendor lock-in.

 Sidenote  

What do we mean by “CDP”?

A multitude of data solutions exists, for instance:

• Data warehouses (e.g. Snowflake, BigQuery)
• Customer data lakes or lakeshouses
• Composable CDPs (mParticle, Segment)
• Traditional CDPs (BlueConic, Adobe Real-Time CDP)
• CRM platforms or analytics systems with identity stitching

All of these can play the same role: unifying first-party signals into one place for real-time activation. To keep things simple, we’ll use the term “Customer Data Platform (CDP)” throughout—just know it’s shorthand for any of these data solutions.

The Power of Content Driven by Data

360° Customer View and Personalization

A CDP gathers fragmented customer signals—page visits, purchase histories, email engagements—and turns them into unified profiles. When your CMS taps into these profiles, it can automatically serve content blocks, offers, or messages that match each visitor’s interests, history, and stage in the journey. This level of personalization at scale boosts both engagement and conversions.

→ Learn how to create a complete customer profile and build your Golden customer record

Consistent, Cross-Channel Journeys

Customers expect the same quality of experience whether they land on your website, open an email, or use your app. By connecting your CMS to a CDP, you ensure that each channel draws from the same up-to-date profile data. For example, a visitor who abandons a shopping cart on desktop can immediately receive a tailored mobile push notification or email reminder, maintaining momentum in their journey.

Real-Time Content Adaptation

One of the biggest challenges in marketing is staying relevant. A real-time CDP feed lets your CMS react instantly: trigger a pop-up when someone lingers on a product page, swap in a special offer after cart abandonment, or surface trending blog posts to similar audience segments. This agility keeps your messaging fresh and impactful.

XperienCentral: Your Data-Driven CMS

API-First, Headful & Headless Flexibility

XperienCentral’s dual GraphQL and REST APIs give developers straightforward, modular access to every content type, metadata field, and form fragment. Whether you deploy headful, headless, or a hybrid model, you can integrate your CDP, commerce engine, or custom services directly into your content delivery layers.

In-Context Editing for Rapid Iteration

Marketers and editors work faster when they see content in its final layout. XperienCentral’s in-context editor lets you update text, images, and modules inline—no back-and-forth between authoring and preview modes. And because it connects to CDP-driven segments, content adjustments can be made and previewed in the exact context of each audience segment—speeding up personalization at scale.

→ Discover how Content Aware Design helped PSV elevate their redesign

Modular Content Model

Built around reusable content blocks, XperienCentral lets you design once and publish everywhere. Define a “promo banner” or “related articles” module, then deploy it across pages, apps, and email templates. Updating the module updates every instance instantly—ideal for personalized content driven by CDP segments.

Out-of-the-Box CDP Connectors

Skip custom middleware: XperienCentral offers pre-built connectors for leading CDPs like BlueConic, Adobe Experience Platform, and more. Data syncs seamlessly, letting your teams focus on crafting experiences rather than managing pipelines.

Enterprise-Grade Performance

High traffic? No problem. XperienCentral’s intelligent caching engine serves personalized pages without every request regenerating content, ensuring sub-second load times even under peak load. Its scalable, cloud-native foundation means you can grow without worrying about downtime.

Comprehensive Support & Documentation

From installation guides and API references to best practices for multi-channel strategies, XperienCentral’s documentation portal empowers teams to self-serve at every stage.
Sales and marketing teams can align through a shared content-data architecture—a single source of truth that ensures consistency across the customer journey.

 Showcase 

Beyond the Pitch: How PSV Transformed Digital Fan Connections

PSV’s passionate global fanbase inspired them to elevate their digital experience—transforming static pages and manual updates into a dynamic, mobile-first platform that delivers real-time match highlights and personalized, multi-language content.

→ Read more about PSV’s digital transformation

Solution

PSV partnered with GX to layer XperienCentral’s modular, API-first CMS over BlueConic’s real-time CDP:

• Mobile-First Design: Sub-second load times and touch-optimized layouts for smartphones and tablets.
• Dynamic Content Modules: XperienCentral delivers “Your Match Highlights,” shop offers, and community news blocks filtered by BlueConic segments.
• Automated Live Updates: Integration with live data feeds pushes score alerts and commentary into CMS components without manual edits.
• Multilingual Support: Instant publication of Dutch, English, and Spanish pages via AI-powered translation workflows
  
  

   

Impact

• Website of the Year 2024 – voted best overall site and most popular football-club site, based on content, navigation, design, and fan votes psv.nl.
• Heightened Fan Loyalty – the personalized, mobile-first hub became the go-to destination for real-time club updates and merch offers.
• Streamlined Operations – manual content edits for live match coverage were eliminated, freeing editorial teams for higher-value storytelling.

By uniting XperienCentral and BlueConic, PSV.nl transformed into a real-time, personalized fan experience—anywhere, anytime.

Ready to move beyond theory?
Let's make it happen!

Our team of software experts can help you benchmark target lifts, implement XperienCentral connectors, and design a custom content-data architecture—so your next campaign beats the benchmarks above. Let’s start with a quick audit of your current data flow and CMS setup.

Start here.