Data quality is moving from a technology issue to an enterprisewide business strategy. It’s about time. Data is finally getting the recognition that it deserves. Data serves as the underpinning of all CRM projects, but companies haven’t recognized its significance until recently, says Mark Frawley, technical business analyst at Citigate Hudson in New York. “[Data] hasn’t gotten its due until now.” he says. The attention to data has pushed data-enlightened companies to the next level: data integrity.