Data quality doesn’t only hurt your automations or AI agents, it shapes your architecture too.

Complex workarounds, additional governance overhead, and multiple redundancies. This is what it looks like when marketers make due with suboptimal data.

Over time, the technical debt keeps stacking up, until the workaround eclipses the very problem it originally meant to solve.

Join this session, where seasoned marketing architect Jackie Mennie walks us through real-world examples of this domino effect, and shares her learnings.