In an era where data is heralded as the new oil, there’s an inconvenient truth that many organizations are just beginning to confront: it is therefore important to realize that not all data is equal. With the increasing digitalization of the economy and an imperative to increasingly rely on data in products and services, the focus has been traditionally on the sheer amount of data that can be gathered to feed analytics, provide clients with personalized experiences, and inform strategic actions. However, without this policy to embrace data quality and data lineage, even the strenuous data collection would result in disastrous results.