“Cleaning data in the analytics value chain violates the third of quality guru W. Edwards Deming’s 14 principles19 of business transformation: Cease dependence on inspection to achieve quality. Eliminate the need for massive inspection by building quality into the product in the first place. Rather than inspecting cars at the end of an assembly line and scrapping the ones that fail, it makes much better sense to design quality into the process and build high-quality cars. Similarly, it is much smarter to build data quality directly into the source systems that generate data than it is to trap and correct errors farther down the chain.”