Have you ever started receiving advertising from a business that makes you scratch your head? You would never use the product they are targeting for you in personalized ads. I had that happen to me recently and realized the data they were using was leading them to the wrong conclusion.
I wear a night guard for my teeth. Every morning, I take it out, rinse it off and drop it in a container with denture cleaner to clean it. So, it was a surprise when I was barraged with advertising for a variety of denture related items because I don’t wear dentures. Clearly, their data that shows I buy denture cleaner led them to the wrong conclusion.
How are you using data in your organization? Do you have a mechanism in place that keeps you from drawing the wrong conclusion from the data?