Cathrine! Excellent comment! You name it "... but once she narrows down ...". In many cases we get the feedback that "there is enough data", ... However as soon as you take closer look from an analytics perspective you find out that there are not historic snapshots, data is only available on a aggregated level, important variables have 80 % missings, ... I recently wrote an article in the IT-Briefcase on the the criteria for data quality