Any dashboard, scorecard or a report will be reduced to a NIL value, if the audience don't trust the data contained therein. In today's world, data is going exponentially complex and the maze of system & interfaces is reaching "beyond visual range". With supply chain management, CRM and other practices, the enterprise boundaries of data are blurring. The regulatory & disclosure pressures are mounting. Its time that organizations re-in-force their focus on Data Quality. Data quality has different connotations and follow the conventional principles of prevention, monitoring and remedy. Data Quality does not seek perfection, but business-case driven sponsorship.