The ability of an organization to understand its customers is not in its ability to build data models, rather it depends on how robust is the Data Collection, Integration and Governance process.
An insights journey starts by understanding the strategic goals that the business wants to achieve. This dictates what data is required to achieve the goal, how data will be collected and from what sources, how it is stored and who can access it and how quickly the systems can react to accommodate future changes along the data chain.