Based on a post on LinkedIn, arguing that data modeling has become a "second class citizen" and no longer paired with business concepts from day 1 of development. 
We deal with this even in the Power BI world. We stare at models and columns and, usually assuming the source data has been vetted and has meaning. But what too often occurs is the lack of process around the input, organization of data (think lack of hierarchy or ambiguous product types") which ultimately kill any ability to truly supply insight. 
Who should advocate, and who needs to be involved? Link to article: 
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