What is a recommended practice for ensuring customer data cleanliness in Marketing Cloud?

The recommended practice for ensuring customer data cleanliness in Marketing Cloud is to regularly merge duplicate contacts to keep tracking data accurate. Maintaining a clean and accurate database is crucial for effective marketing campaigns and customer relationship management. By merging duplicates, you eliminate redundancy, which helps maintain clarity in tracking customer interactions and engagement. This process aids in ensuring that analytics and reporting reflect a true representation of customer behavior and preferences, ultimately leading to more effective and personalized marketing efforts.

While other practices may contribute to data integrity, merging duplicates directly addresses the problem of redundancy and the potential confusion it can cause in customer insights. This ongoing maintenance practice helps to avoid issues with engagement metrics, reporting, and the overall user experience, making it a foundational aspect of data cleanliness in any marketing strategy.