The value of data has been growing steadily for many years, with data now being recognised as a strategic asset by many leading companies. However, not all data is useful. Flawed or inconsistent data can be highly misleading, it can impair business operations and can even compromise management insight and decision making. Businesses can solve this problem by following a consistent approach to data across functions. This can only be possible by establishing a clear and fit-for purpose data policy and standards.