The focus of the past few years has been to consolidate all of the organization's data into a cloud data warehouse. As a result there have been a number of trends in data that take advantage of the warehouse as a single focal point. Among those trends is the advent of operational analytics, which completes the cycle of data from collection, through analysis, to driving further action. In this episode Boris Jabes, CEO of Census, explains how the work of synchronizing cleaned and consolidated data about your customers back into the systems that you use to interact with those customers allows for a powerful feedback loop that has been missing in data systems until now. He also discusses how Census makes that synchronization easy to manage, how it fits with the growth of data quality tooling, and how you can start using it today.