Bad data causes bad customer experiences due to systems being out of sync, resulting in poor customer interactions such as repeated verification and inaccurate recommendations. The issue isn't a lack of data, but rather its ineffective use, with businesses overwhelmed by the amount of data they have. A collaboration gap between business teams and data teams limits velocity and leads to inaccurate or ineffective models. The solution is a single platform where both teams can create, contribute, and validate datasets, bringing advantages such as improved governance, increased confidence in data quality, and enhanced model activation. The Universal Data Platform (UDP) combines activation, transformation, and governance into a shared workspace for teams to collaborate, addressing the fundamental problem of data quality and providing a more comprehensive solution than traditional composable CDPs or data management tooling.