A virtuous cycle is defined as a beneficial chain of events, each having a positive effect on the next. It’s a fitting concept for the evolution of content and data in the experience era. Businesses rely on customer and content-related data to create personalized customer experiences. They measure the performance of that content—along with any new customer behaviors—to deliver even more relevant experiences the next time around. And the cycle goes on.

We call this new way of looking at data “experience-centric data.” It’s based on the premise that content and data are created equal in the eyes of the customer experience.