Let’s do a little activity
I want you to imagine having a small hole in your roof and living in a rainy area. At first, you put a bucket beneath the hole to catch the small amount of water that falls from the hole while it’s raining. You think, “I’ll fix it next week,” and next week comes, and you repeat that thought. It’s not a priority since the hole is small and only a tiny amount of water is leaking through. Weeks turn to months, and six months later, that little hole has eroded into a much bigger hole, and a lot of rain starts to fall into your house, more than one bucket can handle.
This is how Data Gaps expand until you are not able to easily fix them. Your company is most likely doing great on its marketing front, so you don’t notice the small data gaps causing lost clients and potential customers. But over time those data gaps, similar to that small ceiling leak, will erode and cause you to lose potential business and existing business.