With useful data present in so many places, the challenge is
often more about realizing how valuable some of it may be.
Often it's only technologists who work with applications on a
day-to-day basis who know where useful data is hiding. They may know
were data is, but often don't know how potentially valuable it can be.
Business people are often aware of problems, but aren't aware of how
data can help them, if that data exists, and if so where it is.
So cross-functional collaboration is essential
If you want to match important problems with the data, you
need collaboration between people with business knowledge, those
who know what data exists, and those who can see how to process
the data into shining the light on the problems.
Knowing what data is available is also a multi-disciplinary
exercise. Database people usually know the databases well, but
with many more sources to consider, it's important to involve a
wide range of technologists.