Today, data touches every part of your business. With better data, companies can improve business operations, deliver better customer experiences and more accurately manage risks. And increasingly, data is the business--driving new business strategies, new technologies, and new products. Data, in short, is ubiquitous. But it is far from perfect. And bad data—whether it’s incomplete, inconsistent, or inaccurate—has consequences. Business decisions suffer. Silent errors go undetected. And data teams spend hours putting out fires that should never have started in the first place. At Soda, we believe that world-class data reliability can be achieved by every organization. For most organizations, this will require a cultural shift. Below, we’ve identified five steps organizations can take to master data quality so that everyone who relies on your data can trust that it will deliver great results.