One of the recurring issues we see with our clients is data quality and it comes from a lack of empowerment of the business areas with respect to data products. From my perspective, for years we data professionals have been preaching things like “data is the new gold” and generating expectations of new markets that the industry wasn’t ready to understand. This has led many business managers to make decisions based on trends, to invest large amounts of resources to store data without having use cases or to launch more or less haphazardly proofs of concept of new technologies because it is what the market demands without stopping to think about the return on investment.