Christina Prevalsky makes the case for data curation:
The gaining popularity of self-service analytical tools such as Tableau increases the necessity of having curated data in your database. These tools aim to allow the end users to intuitively query data “at the speed of thought” from the data warehouse and visualize the results quickly. That type of capability allows users to go through several different iterations of the data to really explore the data and generate unique insights. These tools do not work well when the underlying database tables have not been curated properly.
This is a difficult and lengthy process, but it’s vital; data minus context is a lot less relevant than you’d hope.