AB-InBev had ambitious goals for their global data initiative of enriching a billion consumer data records by 2022. Leading this global data strategy and execution meant facilitating global workshops, engaging cross-functional teams os data strategists, data scientists and big data engineers to build a robust customer data platform that could manage the needs of one of the world’s largest marketers. AB InBev’s ambitious goals for a single customer ID cross different data sources to build a robust profile. AB InBev’s need for total ownership of data and scalability and reusability of customer insights and segments needed a strong data governance organization and process. The solution provided ease of integration with other activation platforms or apps for future scale and enabled a platform to host global consumer data platform to influence all of its media, experiential, promo and other digital activities.