To support operations and make better decisions, the way companies manage and store data must be improved. This effort applies to master both customer and product master data as well as transactional data that is often stored across many different systems. An effective tech backbone successfully manages data across the full ecosystem to provide relevant, quality data in an efficient way. Companies should define the “golden sources” of record for master data and set up a data warehouse, data lake, or other fit-for-purpose data-storage solution. Managing data correctly in the tech backbone significantly improves reporting quality, the performance of analytics, and overall business operations.