Recently the investment bank Saxo Bank made a marketing gimmick with a video showing a BASE jumper trading foreign currency with the banks mobile app at terminal velocity (e.g. the maximum speed when free falling).
Today business decisions have to be taken faster and faster in the quest for staying ahead of competition.
When making business decisions you rely on data quality.
Traditionally data quality improvement has been made by downstream cleansing, meaning that data has been corrected long time after data capture. There may be some good reasons for that as explained in the post Top 5 Reasons for Downstream Cleansing.
But most data quality practitioners will say that data quality prevention upstream, at data capture, is better.
I agree; it is better. Also, it is faster. And it supports faster decision making.
The most prominent domain for data quality improvement has always been data quality related to customer and other party master data. Also in this quest we need instant data quality as explained in the post Reference Data at Work in the Cloud.