The fourth critical sin of businesses (see Alchemy, the Philosopher's Stone and the Ten Capital Sins of businesses) is disregarding data quality. Similarly to how, in How to handle big data, I mention the impact of lack of data veracity, similarly inaccurate, incomplete and, at times, incorrect data will not allow a firm to produce insights on which they can rely.
The myriad data sins I have encountered in decades in the global capital markets make my head spin. And this before we get to the appallingly poor data quality processes at the government level. It is a small miracle the lights stay on. Managers should pay good heed to what S. Zocca is saying.