With the analytics boom, businesses are treading the data-driven path. But organizations should realize that not every data is useful- one needs to sift through a huge amount of data to find out the useful ones. Often having a large database doesn't indicate a successful data program, instead it implies a program requiring considerable amount of work. The problem with a large database is that the data does not possess a reasonable degree of accuracy hence making it difficult to make accurate business analysis. Knowing more about the data- what it is and what it represents- will enable companies to filter, categorize and analyze data. Cleaning up data isn't something that can be easily achieved through technology. Data gathering system should be developed keeping in mind what data is being collected and why it is being collected. Read more at: https://channels.theinnovationenterprise.com/articles/your-data-is-garbage