“I cannot figure out the value of my data!” Exactly! Art or science, theoretical. Few have connected the value of data to the value of a business or shown causality of quantitative improvement in Data Quality (DQ) to a measurable increase in business outcomes. If a race car team has a new motor with more output than the previous generation (or competitors), should they use the same fuel or improve the fuel quality to maximize the output of the new motor? The answer is, it depends on what the motor requires; that may determine whether they win races, or not.