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This reserve lays out the functions everyone, up and down the organization chart, can and must play to ensure that data is up to the needs of its use, in day-in, day-out work, decision-making, planning, and analytics. By now, everyone understands that bad data extorts an enormous toll, adding huge (though often concealed) costs and so that it is more challenging to make good decisions and leverage advanced analyses. While the problems are pervasive and insidious, also, they are solvable! As Tom Redman "the info Doc" talks about in Getting in the front on Data, the trick is based on getting the right people in the right functions to "get in forward" of the management and social issues that lead to bad data in the first place. Everyone should see himself or herself in this reserve. We all have been both data customers and data creators.

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