Most organizations today are not suffering from a lack of data. They are suffering from a lack of activation. Customer data is collected, stored, governed, enriched and reported on at scale. Dashboards are full. Reports are delivered. Data lakes grow deeper every year. And yet, when decisions need to be made, by a sales rep in the moment, a service agent on a call, or a marketer shaping the next interaction, data is often absent, late or unusable.