Since the world went digital the value of data has been unprecedented, and as businesses race to adopt the latest tech to optimise and monetise their data it is set to increase in value at an exponential rate. However, whilst data is widely regarded as an organisation's main asset, data accountability is rarely owned, which can lead to errors that incur fines, loss in consumer trust, and impact brand reputation. To ensure best practice, organisations should apply caution when considering their next step in digital transformation, such as when migrating data to the cloud.