In 2018, companies faced challenges integrating customer data into their data stacks due to outdated systems and the complexity of uniting disparate data sources. As businesses grow, the demand for insights from diverse data formats increases, highlighting the need for trustworthy data integration. In 2019, experts recommend prioritizing purchasing over building custom data solutions to free up resources for core business functions, emphasizing the importance of choosing integrable technologies like Heap, Snowflake, and Looker. Hiring should focus on a metrics-based approach to avoid bias and ensure candidates possess the necessary technical skills for evolving company needs. Understanding the customer journey is crucial for product development and customer service, requiring companies to connect operational and experience data across silos. The Customer Data Maturity Curve can guide organizations toward higher levels of user behavior analytics sophistication, enabling better decision-making by joining data in a central repository.