Data quality is on the agenda at all of our client organisations, and with good reason. Data that is wrong is not just useless it is potentially devastating since it can lead to incorrect conclusions that could be extremely costly. Data quality has a number of moving parts; and it is all too easy to embark on trying to boil the ocean in this space. Once again, the current picture needs to be established before re-addressing Data Quality using good profiling techniques, adhering to the unified data strategy, and using and defining the tooling set effectively. The key to an effective data quality programme lies in the approach; a strategic and governed approach will avoid unnecessary work and yield valuable results.