With Marketing Automation tools you can create super cool personalizations at every level, based on the information you have about a contact. But what if that information is incorrect, out of date or inconsistent? The effect of your personalization effort will be wiped away. Worse yet, it can turn a great customer experience into a bad one. Targeting the wrong people with your campaign or addressing them incorrectly can have a big negative impact on your ROI. To make the most of your marketing efforts, you constantly need to stay on top of your data.