If you have been involved in data, analytics, BI, or AI domains for at least a few years, you have undoubtedly encountered the following situation. Someone in a business unit has a need for information to inform a decision and upon starting a conversation with one of their technology colleagues is faced with a question from the latter "what data do you need?" The response often takes one of two forms, "I don't really know; give me all the data you have" or "I need this one particular data set to address my immediate need or project."