I’ve seen many occasions where a company or organization either didn’t put their internal data to good use, or mishandled it in some way that cost them dearly (I wish I could show you my data on these cases.)
Not only is understanding complex data difficult, but once it’s understood, you have to be darn careful what you do with it. Otherwise you could make the kind of grand mistakes that even major players have been known to make (heard about the time Target knew a woman was pregnant before her father did? Or the time Office Max mailed a flyer that mentioned how the recipient’s daughter had recently died in a car crash?)
Regardless of how human it is to err, the fact is, every mistake you’ve ever made can be traced back to inaccurate, incomplete, or misinterpreted customer-centric data.