This is a video recording of a presentation from International Search Summit, which took place in Barcelona in 2019. Sara shares her client experiences from the years of data collection and storytelling she has had as CEO of Search Integration and a strategic consultant to large global organisations. Essentially, data collection in international organisations is delicate and difficult. Constant implementation changes due to the growth of a website plus the many stakeholders involved impacts data quality and analysis. This means that insights are not just difficult to obtain, but can be completely wrong. Sara explains the current state of data in global brands and shares solutions to ensure a future with trusted data, whilst always maintaining respect for the privacy of end-users.