How to Establish a Foundational Customer Data Stack

Your customer data could be costing you millions. Fragmented profiles inflate your audience counts. Duplicate records send the same person three versions of the same offer. Your teams can't agree on who your high-value customers actually are. And your AI initiatives? They're only as smart as the messy, siloed data you're feeding them.

The brands that win don't just collect data. They build it right, from the ground up.

There's no debate about whether to use customer data. The question is how to build your data foundation in the right order – so every dollar you invest in marketing, media, and AI actually performs.

This solution brief reveals the architecture that leading brands use to unify fragmented customer identities, eliminate duplicate profiles, power AI with trustworthy data, and activate faster across every channel.

What's inside

• Why identity resolution must come first (and what happens when it doesn't)

• The four essential functions that transform unified profiles into measurable outcomes

• The right order of operations to maximize ROI and prevent wasted resources

• How Alaska Airlines unified 164 million customer profiles in two days and increased loyalty conversions by 198%