The unprecedented growth of available product data allows companies to understand performance and how consumers are using their products better than ever before. To make sense of what’s happening and what to do about it, product managers (PMs) and chief product officers (CPOs) have become essential in many industries. They are responsible for identifying and fixing problems with products, and analyzing customer behavior to decide what new features to add. They also find upsell opportunities and can target when to use free trials. Quality data management is paramount for PMs and CPOs to be successful at driving organizational innovation and transformation, while overcoming the challenges they face in properly assessing products.