Syneos Health evolved its data management approach by shifting from an IT-led MDM initiative to a business-driven, diagnostic model focused on real operational needs. In this session, Lanett Grant, VP and Head of Data, M&A – Architecture and AI Governance, shares how a unified data view was used to diagnose root causes of data issues, distinguish true data quality problems from data that is simply disorganized, and align governance to business processes. Learn how delivering the right data per role helped build trust across the business and drove a 400% improvement in data integrity.