‘Tis the season for all things festive, and of course all things planning for 2018. As companies and marketing teams prepare their targets and budgets for the new year, a big topic on everyone’s mind is data and database integrity. Despite the overwhelming amount of consumer data available to companies in the last decade, many are still struggling to harness its full potential. Questions about how to amplify data and navigate the sea of bad data to find what is truly marketable, are going to be a big focus for 2018. To really hit those growth goals, marketers need to take the time to plan wisely and develop an intelligent and standardized integrity plan. Here are four proactive data integrity strategies to invest in and commit to in the year ahead.