You address a very important point here. The whole problem of companies desperately trying to turn digital excrements into gold arises from the fact that they neglected to put enough thought into data quality in the first place.

If they lack in-house data competence, they're in danger of falling for wannabe data scientists or data charlatans -- a problem I addressed in my latest article: https://medium.com/@thomas-baumgartner/data-pseudo-science-selling-garbage-to-data-illiterates-d030217c5676