Marketing activation is all about activating your data to put the customer back at the heart of your strategy. Providing your customers with a personalized experience promotes their engagement and therefore their loyalty. According to our 2019 Personalized Marketing Barometer, 84% of marketers would like to do personalized marketing ... when only 20% of them personalize + 50% of their communications. The brakes mentioned? Endless / complex IT projects, fear of technical dependence, investments with uncertain ROI... What if the solution lay in the adoption of a marketing automation tool?