This document discusses data architecture and what is needed to improve business intelligence capabilities. It outlines problems with current approaches such as data integrity, security, and latency issues. It also shows that most organizations do not have the capabilities that leaders in the field have achieved, such as self-service analytics and quick times to insights. The document argues that an architecture-driven approach is required rather than a tool-focused one, with an enterprise data model, governance processes, and an operational data store to provide trusted single sources of data for analytics and improved decision making.