Faced with the need for high-quality, reliable data, Prolific's data team built a tech stack from the ground up to create complete Customer Behavioral Profiles that enable actionable data to best engage with their customers. A high-quality, data-first culture is essential as it empowers marketing teams and informs marketing strategies by providing valuable insights on customer behavior and driving growth for businesses. Collecting customer data is the first step to unlocking rich, unified, and accessible behavioral data across an organization, which can then be used to eliminate unattributed conversions, create audience personalization, and implement ML-powered marketing and ad tech workflows. The process of setting up a powerful Behavioral Data Platform (BDP) like Snowplow takes time, but the rewards are well worth it as it provides a single source of truth for business users to reference, enables self-service data, and fuels business growth by empowering marketing teams with actionable insights. By choosing the right data warehouse according to current and future needs, organizations can avoid bottlenecks in their data team and unlock the full potential of their customer data.