Data profiling is the process of examining and analyzing data from various sources to understand its structure, content, and quality. This involves assessing the data's accuracy, completeness, and consistency, which helps organizations identify any issues that may affect their decision-making processes. By using data profiling techniques, businesses can gain insights into their data assets, ensuring they are reliable and usable. This practice is essential for effective data management and supports activities like data integration, data cleansing, and data governance, ultimately leading to better-informed strategies and outcomes.