When developing the customer intelligence that’s critical to making good business decisions, data plays a defining role. But although most businesses are well-versed in the power of data as well as the value of marketing automation, they often overlook the ways in which data hygiene can shape results. According to the 2016 MarTech Data Report, an annual study conducted by data-automation vendor Openprise, data scrubbing, a technique that detects inaccurate data, and data deduplication, the art of deleting redundant data, pose major challenges for 49 per cent of businesses that responded. Here’s why doing your data-hygiene due diligence can seriously improve your business growth.