Bad data isn’t caused by missing validation rules. It’s caused by unclear ownership, conflicting incentives, and process decisions that reward speed over accuracy. In this session, we’ll challenge the idea that data quality is the admin’s job, and explore why it really is a leadership and governance issue. You’ll see why clean-up projects keep repeating themselves, how everyday process decisions create data decay, and how to move data-ownership from IT to the business. Tired of fixing symptoms instead of causes? Let’s start with responsibility, not configuration.