While many companies have embarked on data analytics initiatives, only a few have been successful. Studies have shown that over 70% of data analytics programs fail to realize their full potential and over 80% of the digital transformation initiatives fail. While there are many reasons that affect successful deployment of data analytics, one fundamental reason is lack of good quality data. However, many business enterprises realize this and invest considerable time and effort in data cleansing and remediation; technically known as data engineering. It is estimated that about 60 to 70% of the effort in data analytics is on data engineering. Given that data quality is an essential requirement for analytics, there are 5 key reasons on why data analytics is heavy on data engineering.