Post on 17-Jul-2015
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Must-‐See Data Prac.ces in Marke.ng Automa.on
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April 8, 2015
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
OUR AGENDA Must-‐See Data Prac.ces in Marke.ng Automa.on
Why Should I Care About Data Quality
Data Horror Stories
6-‐Step Program to Data Quality
Preview of Marketo Tips & Tricks
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
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Why Should I Care About Data Quality?
“25 percent of the average B2B marketer’s database contains cri.cal data errors”
“…a strong organiza.on will realize nearly 70 percent more revenue than an average organiza.on purely based on data quality”
-‐ SiriusDecisions study
1 2015 Experian The data quality benchmark report 2 Ascend2 Marke.ng Automa.on Benchmark Survey, July 2014 3 2014 Netprospex Annual Marke.ng Data Benchmark Report
COMPANIES DO NOT HAVE A SOPHISTICATED APPROACH TO DATA QUALITY1
74%
MARKETERS SAY DATA QUALITY IS THE BIGGEST OBSTACLE TO MARKETING AUTOMATION SUCCESS
36%
COMPANIES WITH CENTRAL DATA MGTMT HAD A SIGNIFICANT INCREASE IN PROFITS1
53%
RECORDS ANALYZED WERE LACKING FIRMOGRAPHIC DATA3
88%
Data Quality Facts
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
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Why Should I Care About Data Quality?
Total Leads 250,000 Bad Data ~25% @ average CPL $50 Cost of Bad Data > $3,000,000
COMPANIES DO NOT HAVE A SOPHISTICATED APPROACH TO DATA QUALITY1
74%
MARKETERS SAY DATA QUALITY IS THE BIGGEST OBSTACLE TO MARKETING AUTOMATION SUCCESS
36%
COMPANIES WITH CENTRAL DATA MGTMT HAD A SIGNIFICANT INCREASE IN PROFITS1
53%
RECORDS ANALYZED WERE LACKING FIRMOGRAPHIC DATA3
88%
Data Quality Facts
1 2015 Experian The data quality benchmark report 2 Ascend2 Marke.ng Automa.on Benchmark Survey, July 2014 3 2014 Netprospex Annual Marke.ng Data Benchmark Report
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Data Horror Stories
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Internal Data Quality Issues • Launch of personalization • First Name values
• “Idiot” • “No Longer with Company” • “Changed Jobs” • “Difficult” • “Do Not Call”
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
External Data Quality Issues • New Form with two fields
• Email Address • Zip Code
• Perceived by prospects as a LOGIN page
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
“Quality is never an accident…” ~Will A. Foster
Tweet #dataquality
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
9 6-‐Step Program to
Data Quality
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
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Tips and Tricks
Tweet #dataquality
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
External Data Capture • Restrict data inputs • Use values pre-population • Turn on field validation • Don’t allow the update of the
email address on the form
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Sales Inputs • Conduct training • Capture fields needed for
marketing • Avoid text fields • Use picklists
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
CRM Sync Failures • Automated Marketo alerts in
Notifications section • Trigger campaigns to track and re-
try CRM sync
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
CRM Sync – Error Reports 14
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
CRM Sync -‐ Failure Alert Email 15
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Duplicate Records • Email notifications • Weekly reports • Mass merging with
Marketo Easy Merge
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Duplicate Records -‐ Alerts 17
#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Duplicate Records • Email notifications • Weekly reports • Mass merging with
Marketo Easy Merge
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Data Normaliza.on • First letter of First and Last
Name • Country • State
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Data Normaliza.on • First letter of First and Last
Name • Country • State
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Summary
Audit Clean-Up
Prevent Sustain
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#dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Thank You
Tweet #dataquality
inga.romanoff@gmail.com (212) 390-0082 linkedin.com/ingaromanoff @ingaroma
Inga Romanoff is a mul.-‐year Marketo Champion, an award-‐winning Marke.ng Automa.on consultant, Marketo-‐cer.fied with advanced specializa.on in Advanced Analy.cs. She is a Global Marke.ng Professional with 15+ years of success in driving growth in B2B and B2C environment. Inga serves as a Marketo User Group leader in New York.
Core Competencies • Marke.ng Automa.on & Demand Genera.on • Sales Enablement • Data and Systems Architecture • Measurable Demand Genera.on Programs • Complex Lead Nurturing Campaigns • Lead qualifica.on and Sales Funnel Op.miza.on • Email Marke.ng Strategy • Sales and marke.ng KPIs and dashboards
Q&A
Inga Romanoff President/CEO
Romanoff Consul.ng www.ingaromanoff.com
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