Where the magic happens
Many companies struggle to provide convincing customer experiences through their various channels. This is particularly true for companies with technically complex products, which are not easy to explain or to describe. In these cases, a holistic solution will probably fail to support marketing and sales teams properly in building specific content for different customer needs. This is why Data Experience Platforms rely on and integrate best-of-breed systems that excel in supporting even the most complex data models. In addition, these systems need to be built on an open framework that enables a seamless integration of data and workflows. Vendors who understand these contemporary challenges and who therefore focus on developing their systems towards an integrated environment are called Fusion Vendors. This whitepaper describes the most important tasks of a Data Experience Platform: manage the Fusion Vendors and control the data flow to build the experience.