Data Quality Bootcamp
Why Dirty Data = Low ROI, & What You Can Do About It
Elliott Lowe
Inga Romanoff
Dir, Marketing Ops
@elliottlowe
Institute for Integrative
Nutrition
President/CEO
@ingaroma
Romanoff Consulting
April 14, 2015
Inga Romanoff
Elliott Lowe
President, Romanoff Consulting
Director, Marketing Operations,
Institute for Integrative Nutrition
With over 15 years of marketing experience in the
U.S., Russia, and EMEA, Inga is no stranger to
Marketing Automation. Inga is a Principal of a
boutique marketing automation consultancy. She
is passionate about helping clients implement and
optimize Marketo, recruit talent, and get
exceptional results. She is an award-winning
Certified Marketo Expert & a multi-year Marketo
Champion, and leads Marketo User Group in New
York.
With over 30 years of experience at startups and
large public companies, Elliott Lowe specializes in
building solid operations foundations for rapidly
growing companies. Presently, Elliott heads up
Marketing Operations at the Institute for
Integrative Nutrition, the world's largest nutrition
school. He is a Marketo-Certified Expert, a multiyear Marketo Champion and a co-leader of the
Marketo New York User Group.
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Agenda
#DataQuality
Why Should I Care
About Data Quality?
Where Dirty Data
Comes From
Data Quality Saves
Your 6-Step Program
to Clean Data
Tips and Tricks
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Why Should I Care About Data Quality?
“25 percent of the average
B2B marketer’s database contains
critical data errors”
#DataQuality Facts
COMPANIES DO NOT HAVE A SOPHISTICATED
APPROACH TO DATA QUALITY1
74%
“…a strong organization will realize
nearly 70 percent more revenue than an
average organization purely based on
data quality”
COMPANIES WITH CENTRAL DATA MGTMT
HAD A SIGNIFICANT INCREASE IN PROFITS1
53%
RECORDS ANALYZED WERE LACKING
FIRMOGRAPHIC DATA2
88%
- SiriusDecisions study
MARKETERS SAY DATA QUALITY IS THE BIGGEST
OBSTACLE TO MARKETING AUTOMATION SUCCESS3
36%
1
2015 Experian The data quality benchmark report
2014 Netprospex Annual Marketing Data Benchmark Report
3 Ascend2 Marketing Automation Benchmark Survey, July 2014
2
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Data Quality Horror Stories
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“Quality is never an accident…”
~Will A. Foster
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6-Step Program to Clean Data
1. Perform data
audit
2. Perform systems
audit
3. Revise data capture
processes
4. Correct data
errors
5. Implement email
alerts and reports
6. Manage data quality
across the organization
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Where Dirty Data Comes From
Most common data errors1
Systems
60%
• Flawed setup
• Poorly designed integrations
51%
50%
48%
44%
40%
32%
30%
People and Process
• Manual input
• Lack of a data quality strategy
20%
10%
0%
1
2015 Experian The data quality benchmark report
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Data Quality Saves
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Progressive Profiling - Almost
• Successful launch of
progressive profiling
• High fillout rate except
Business Name
• Field: Company Name
• New custom field and smart
campaign with logic to
substitute “N/A” values
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Duplication Prevention - Not
• Dupe app matched on First Name +
Last Name + Email Address
• Most new leads from forms have
only a First Name and Email Address
• [Not Provided] added if Last Name
field is empty (for sync with SFDC)
• Dupe app almost never detected a
match, yet we had thousands of
email duplicates
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Tips and Tricks
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External Data Capture
• Marketo forms, Server-Side Form
Post, SOAP, REST
• Restricting form field inputs
• Form field pre-population
• Form field validation
• List import
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External Data Capture
• Marketo forms, Server-Side Form
Post, SOAP, REST
• Restricting form field inputs
• Form field pre-population
• Form field validation
• List import
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External Data Capture
• Marketo forms, Server-Side Form
Post, SOAP, REST
• Restricting form field inputs
• Form field pre-population
• Form field validation
• List import
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Sales Inputs
• Capture fields needed for marketing
• Ensure accuracy and consistency
• Prevent duplicate creation
• [mktUnknown] created from
Outlook/Google MSI plug-in
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Sales Inputs
• Capture fields needed for marketing
• Ensure accuracy and consistency
• Prevent duplicate creation
• [mktUnknown] created from
Outlook/Google MSI plug-in
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CRM Sync
• Deleted Leads / Contacts
• Leads without email address
• Sync performance
• Field visibility
• Syncing to SFDC campaigns
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CRM Sync – Error Reports
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CRM Sync - Failure Alert Email
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CRM Sync
• Deleted Leads / Contacts
• Leads without email address
• Sync performance
• Field visibility
• Syncing to SFDC campaigns
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Duplicate Records
• Email notifications and weekly
reports
• Merging is evil
• Retain values during merge
based on priority
• Mass merging with Marketo
Easy Merge
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Duplicate Records - Alerts
• Email notifications and weekly
reports
• Merging is evil
• Retain values during merge
based on priority
• Mass merging with Marketo
Easy Merge
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Duplicate Records
• Email notifications and weekly
reports
• Merging is evil
• Retain values during merge
based on priority
• Mass merging with Marketo
Easy Merge
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Data Normalization
• Normalization smart campaigns
• Phone and email validation
• Capitalization of the First and Last
Name in SFDC
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Takeaways
Audit
CleanUp
Sustain
Prevent
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Go to Your Resources Page
VISIT: summit.ingaroma.com
(this page will be live for 1 week)
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Thank You!