In the business world, when major companies decide to combine, it’s a big deal. These moves shake up the norm and can turn not only the organizations, but the entire industry on its head. But as the dust settles on the agreement, a new challenge looms large on the horizon: how to bring together two different sets of data into one without jeopardizing customer experience. As a developer of a customer data platform (CDP), I’ve observed first-hand the challenges and opportunities that arise during these transitions where data is involved. In this article, I’ll share insights on why effective data integration is critical in M&A scenarios and outline best practices to ensure a smooth, efficient, and value-generating process.