Unified data isn’t a project. It’s an operating habit.

Every org we walk into has a Data 360 implementation somewhere in its history. A team stood it up, mapped some streams, wrote a runbook nobody opened, and moved on. Two years later the profiles are stale and the segments are built in spreadsheets again. The problem is not the build quality. It is that unifying customer data is a habit, and it was scoped as a project.

Full article coming soon.