best practices for keeping your data clean
Post on 21-Oct-2014
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Accurate data is fundamental to the success of both sales and marketing, yet creating a process for maintaining clean data is no small task. In this session, we'll cover best practices for creating and maintaining clean data, as well as for converting dirty data into your next hot lead. Join us to hear from operations and IT leaders at salesforce.com, Jigsaw, and a few of our fantastic customers.TRANSCRIPT
Best Practices for Keeping Your Data Clean
Marketing Professionals
Dave Hughan: JigsawGreg Malpass: Traction Sales & Marketing IncRenee Gellatly: NetApp
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Agenda
Why you need to have a data quality strategy?
Best practices for data cleansing and data quality
Q&A
How NetApp is keeping their data clean and relevant and the results
Good Data is the Lifeblood of Sales & Marketing
Critical for Prospecting
Required for Customer Analysis
Marketing Lists
Sales Reps
Business Cards
Web Forms
All Companies Struggle in Some Way with Data
Average Dirty Data Found in Customers Before Jigsaw
90%Incomplete
74%Need Updates
21%Dead
7%Duplicate
$10+ Billion Annual Market
We Spend $10B+ Buying, Managing, Cleaning It
$4 Billion MarketCRM Data &
Marketing Lists
$0.5 Billion MarketSales & Marketing Research, Intelligence
$6 Billion MarketData Integration,
Management / Hygiene
There’s a Real Impact on Marketing Organizations
65% of titles incorrect42% of addresses incorrect43% of phone numbers incorrect37% of email addresses incorrect
1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.
2009
2010
70% of Contact Data Outdatedafter 12 Months1
And a Real Impact on Sales Organizations
One sales rep calling 12 wrong numbers a
day wastes 20+ hours a month.
Average Dirty Data Found in New Jigsaw Customers:
90%Incomplete
74%Need Updates
21%Dead
7%Duplicate
1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.
Having Clean Data Requires a Plan
Names Load to Sandbox
Find & Replace
1 2 5Standardize Cleanse Validate
US, U.S, U.S.A -> USA Acme-Widgets-453
Hot HighCold Low
Data Transformation
acme incorp.-> Acme Inc
Naming Conventions
Addresses
Mergers, acquisitions, spin-offs
Company Name & Address
Enrich/Integrate/Automate
Acme Inc HQAcme UK
Hierarchy Data
Demographics
4
Postal Standards
Identify, Match & Score
3De-dupe
J. Smith, John Smith – 80%
Re-parent Child Records
Account: Division, Opportunity, Contact
MergeJ. Smith, John Smith ->
John Smith
Archiving & Filtering
Validate & Modify
Load to Production
Data Quality Planning/Strategy
Where is quality data mandatory What is the business doing to workaround
Excel ReportingOther tools/dBOutlook Notepads
Data Quality Planning/Strategy
Where is quality data mandatory What is the business doing to workaround How will you define quality data
Guideline: Expect perfection, expect infinite effort
What fieldsMeasures of qualityAcceptable variance
Getting from Mediocre to Great
Not all at once Eventually, you are going to need to spend money Strategy
– Easy wins first– Build value in data– Make the ask
Consider All Data Levers
Users
Data Change Tools
Customers Web/Static Lists
Internal dB
Subscription Services
Consider All Data Levers
AutoClean: Standardize/Normalize your bad data
Goal: Standardize your existing data
Clean Tools: Jigsaw Clean, Excel Connector/Data Loader
Maintain Tools: Validation/Workflow
Sources: Salesforce and Std Values(ISO)
Process:- URL matching- State standardization- Country ISO
Clean
Consider All Data Levers
Leverage the Web: Free data, resources, partners etc
Goal: Fill in the blanks with what you can find
Clean Tools: Excel Connector/Data Loader, ListGrabber Pro, Jigsaw Clean
Maintain Tools: Same – schedule reminder
Sources: Jigsaw Free Company File, Linked in, Wikipedia for stdized values, YellowPages
Process:- Find, Compare, Match, Append
Consider All Data Levers
Integration: Is not Impossible – Crawl, Walk, Run
Goal: Link into other sources, single version of truth across the enterprise
Tools: Integration – Informatica, CastIron, Boomi, Pervasive, Jitterbit
Systems:ERP, Backoffice, Warehouse other
Process: Start simple, don’t boil the ocean
Consider All Data Levers
External Data Quality Service Providers
Goal: Link into the cloud
Tools: Jigsaw, Hoovers, D&B, Onesource or consider Industry Specific via Integrators ie: Astadia and McGraw Hill
Considerations:- Standardize first to optimize match- Don’t open the gates up right away- Don’t expect perfection
Consider All Data Levers
Tools: Get what you need, become an expert
Goal: Once you perfect manual, apply muscle
Tools: CRM Fusion, Excel Connector, Data Loader
Considerations:- Build your own routines- Forwarn users - Add exclusion fields for users
Consider All Data Levers
Users: the obvious choice. Easily angered
Goal: Make it worth their while
Tools: Anything that saves time, and improves conversion: - SFDC Quotes- Conga – PPT generator- EchoSign - Esignature-Validation Rules – force quality-Workflow – fill in the blanks realtime
Process: Get a plan, sequence it out, follow the user
Consider All Data Levers
Customers: Closest to the truth, most effort to engage
Goal: Expose Salesforce data to customers
Tools: E-Sign, Clicktools, Service Portal, Customer Portal
How: Use Salesforce data to generate contracts, ask for updates,
Process: 1. Surveys 2. Quotes 3. Portals 4. E-Sign
Executive Buy-in
Show progress Make Salesforce your system of record Work around the warehouse Make exec reporting, the focal point of your implementation Expose the true cost of poor data Real time all the time
About NetApp
NetApp creates innovative storage and data management solutions that deliver outstanding cost efficiency and accelerate performance breakthroughs. Discover our passion for helping companies around the world go further, faster at www.netapp.com.
The Company
Data Quality • Database Loss• Incomplete Records• Missing Processes
The Problem
• 25% Database Loss
• Incomplete Account and Contact Records
• Missing Processes• Standardization• Cleanse• Append
Data Quality
Key Challenges
The Solution
• Build the Solution
• Secure Executive Sponsorship
• Test
• Rollout
Defining Our Data Management Strategy
Marketing Database
Management
Integration
Process
Objectives
The Results
Integrating Jigsaw into NetApp Strategies and Systems• Complete Contact Profiles
• Quarterly Database Cleanse
• Automation - API Integration
• Account and Contact Master Complete
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