Why is Data Quality still an issue after all these years? To get an answer to the prevalent question, Wayne Eckerson and Jason Beard engage in a dynamic exchange of questions which lead us to the root cause of data quality and data governance problems. Using examples from his past projects, Jason shows the value of business process mapping and how it exposes the hidden problems which go undetected under the standard IT lens. In his most recent role as Vice President of Process & Data Management at Wiley, a book publisher, he was responsible for master data setup and governance, process optimization, business continuity planning, and change management for new and emerging business models. Jason has led business intelligence, data governance, master data management, Process Improvement, Business Transformation, and ERP projects in a variety of industries, including Scientific and Trade publishing, Educational Technology, Consumer Goods, Banking, Investments, and Insurance.