Learning From Data, Data Teams and Ecosystem

The Semantic Layer Does Not Have All The Answers

Why "what does revenue mean?" doesnt help "who is this customer?"

23 hrs ago • Sonal Goyal

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The Context You’re Missing: Why Identity Resolution Is Marketing’s Center of Gravity

Insights from State of Martech 2026

May 9 • Sonal Goyal

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April 2026

More persistence for Zingg IDs!

Introducing Reassign - taking the identity graph one step further.

Apr 5 • Sonal Goyal

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March 2026

From “What Was Revenue Last Quarter?” to “Generate 30% More Revenue This Quarter”

The a16z piece on context layers is spot on. Here’s what it means when you follow the argument all the way through.

Mar 12 • Sonal Goyal

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The Data Team’s Moment: How Agentic AI Is Turning the “Support Function” Into the Strategic Center of the Enterprise

For years, data teams were the quiet backbone nobody appreciated. That is changing — fast.

Mar 7 • Sonal Goyal

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February 2026

October 2025

The Identity Crisis: Why “Getting the Basics Right” Is the Hardest Work in Data

And it is actually world-class data engineering!

Oct 23, 2025 • Sonal Goyal

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August 2025

London Calling: Do You Really Know Your Customer?

Why I'm hosting a roundtable on Single Customer View at Martech World Forum — and why you should join us

Aug 26, 2025 • Sonal Goyal

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Agentic AI Is Only as Smart as Its Entities

And why I’ve seen smart agents make dumb mistakes — at scale

Aug 13, 2025 • Sonal Goyal

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May 2025

The Curious Case of the Extra Records!

Earlier last month, we started working on a feature we are calling Match Statistics.

May 31, 2025 • Sonal Goyal

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What is in a name?

That which we call a rose, by any other name would smell as sweet. But, will it resolve to the same entity?

May 12, 2025 • Sonal Goyal

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January 2025

The open source identity resolution journey so far..

More than a decade ago, in the year 2013, the identity resolution problem hit me.

Jan 7, 2025 • Sonal Goyal

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