Four simple words can frighten any knowledgeable technologist: “We have the data.” No English sentence packs as many potential misunderstandings, half-truths, and booby traps into as few words and no enterprise or project is immune to the expensive missteps that can result. We’ll cut through the fog: two product managers and two data scientists will share their experiences, each focusing on the issues hiding behind a single one of those four words. You’ll learn about data provenance, data governance, data availability, and the fear in the hearts of the wise when they ask the innocent-sounding question “Can I just see one row?” You may not come out of this talk a grizzled veteran of the Big Data Wars of ‘09, but you will be able to recognize some common pitfalls to avoid on any new project that uses data you have never seen and, hopefully, be able to highlight the key issues lurking in that simple sentence.