Data Profiling has traditionally been regarded as an IT tool. This is because Data Profiling tools were in the purview of technical people when first introduced, and because data was primarily sourced from IT-implemented ERP or CRM systems.
Today things have changed. Upwards of 80 percent of enterprise data is unstructured. This is data from external sources, from customers’ digital footprints, second- or third-party data, or public sources. Additionally, and business users are now closest to the data’s context, not IT.