3.1.2 Profiling
This is the IT process of examining the existing data, collecting statistics and information about the data in a repeatable fashion.  There are a lot of business rules (like off shore wells are drilled in water) that are easily defined.  Metrics can be created that show, over time, that the quality of the data column improves, declines or stays the same.  Running profiling shows that the enterprise has shown an interest in this data type and that an owner has been defined and PPDM is set up to capture the a lot of this data.