Even though interfaces get redesigned at a regular basis, the foundation of the average platform in your marketing stack is probably over a decade old. When rethinking and redesigning our database model, we asked our users to clean up their existing database to be able to transfer to the new platform. I’ll share the reasons behind database chaos, fears and thresholds our users had to overcome when faced with that question. Why is it so hard to bring structure in your customer data? And why would those efforts pay off?