Business Intelligence (BI) cannot fulfill its namesake (i.e. intelligence) without validated information about the data used for reports and visualizations. Simply pushing data of any kind and any origin into a dashboard yields attractive graphs of no particular value to decision makers and analysts. Without trust in the data, which comes from knowledge and validation of all of its characteristics, it is just as meaningful to make business graphs from weekly winning lottery numbers. The intelligence arises from gleaning actionable insights.