While theyíre intensifying, business-data challenges arenít new. Companies have tried several strategies in their attempt to harness the power of data in ways that are feasible and effective. The best data analyses and game-changing insights will never happen without the right data in the right place at the right time. Thatís why data preparation is a non-negotiable must for any successful customer-engagement initiative. The fact is, you canít simply load data from multiple sources and expect it to make sense. This white paper examines the shortcomings of traditional approaches such as data warehouses/data lakes and explores the power of connected data.