Data normalization should take place at the very beginning of the lead management workflow while continually running in the background to ensure the data is clean, complete, and meaningful. This solution brief outlines the key role of data normalization and accuracy in your marketing automation strategy by covering:

• What type of data should be normalized?
• How does data normalization work?
• Where should data normalization fall in your lead management process?

Remember, data is the fuel that runs your marketing automation engine...so don’t let your engine run dry.