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However, a business assembling its own DX stack will have direct control over its customer data.

This piece shares aspects that businesses should consider while developing their martech capabilities. They must choose either to align with a major DX vendor or to meticulously put together a selection of solutions.

Businesses that align with DX vendors can have access to many leading-edge features and effectively have an edge over competition. Before undertaking any commitment, brands should be aware that if the vendor doesn’t fulfil their expectations, leaving the alliance and developing a stack independently can be a long and a cost intensive process.

Brands can also put together a DX stack on their own by using in-house creations or solutions sourced from various vendors. This gives businesses flexibility, more than a single vendor could offer. It also gives them direct control of the company’s customer data.

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