Ever use Google Maps to go somewhere only to find that the directions weren’t exactly right?

My mom recently went to St Thomas with her boyfriend.

They rented a car — a smart and eye opening experience.

One day — as she tells the story — they were driving into town (staying a ways away at a hotel)..

They had distilled water on their minds for some reason I don’t remember.

She was navigating using Google Maps.

Turn right it told her.

They did.

And found themselves driving down a one way street.

GOING THE WRONG DIRECTION!!!!!

Everyone starts screaming at them.

Waving their arms.

Horns honking.

How very touristy of them.

How embarrassing.

They had to drive down that street to first turn and get outta there as fast as possible.

Egos bruised.

Shouts endured.

Well if your customer data is out of date, what do you do when the data "informed” decision is not so data “informed“.

What do you do when you turn onto a one way street going the wrong direction?

Get off at the nearest exit.

ROI? Not there.

Trust eroded.

The crux of the issue is that outdated data leads to outdated decisions.

It doesn’t have to be outdated.

But so many times it is.