27
April 14, 2015 Elliott Lowe Dir, Marketing Ops @elliottlowe Institute for Integrative Nutrition Inga Romanoff President/CEO @ingaroma Romanoff Consulting Data Quality Bootcamp Why Dirty Data = Low ROI, & What You Can Do About It

Marketo Summit 2015 - Data Quality Bootcamp

Embed Size (px)

Citation preview

Page 1: Marketo Summit 2015 - Data Quality Bootcamp

April 14, 2015

Elliott LoweDir, Marketing Ops@elliottloweInstitute for Integrative Nutrition

Inga RomanoffPresident/CEO@ingaromaRomanoff Consulting

Data Quality BootcampWhy Dirty Data = Low ROI, & What You Can Do About It

Page 2: Marketo Summit 2015 - Data Quality Bootcamp

Page 2

Inga RomanoffPresident, Romanoff Consulting

Elliott LoweDirector, 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 multi-year Marketo Champion and a co-leader of the Marketo New York User Group.

Page 3: Marketo Summit 2015 - Data Quality Bootcamp

Page 3

Agenda #DataQuality

Why Should I Care About Data Quality?

Where Dirty Data Comes From

Your 6-Step Program to Clean Data

Data Quality Saves Tips and Tricks

Page 4: Marketo Summit 2015 - Data Quality Bootcamp

Page 4

Why Should I Care About Data Quality?

“25 percent of the average B2B marketer’s database is

inaccurate and 60 percent of companies have an overall

data health of ‘unreliable’.”- SiriusDecisions study

COMPANIES DO NOT HAVE A SOPHISTICATED APPROACH TO DATA QUALITY1

74%

MARKETERS SAY DATA QUALITY IS THE BIGGEST OBSTACLE TO MARKETING AUTOMATION SUCCESS3

36%

COMPANIES WITH CENTRAL DATA MGTMT HAD A SIGNIFICANT INCREASE IN PROFITS1

53%

RECORDS ANALYZED WERE LACKING FIRMOGRAPHIC DATA2

88%

1 2015 Experian The data quality benchmark report2 2014 Netprospex Annual Marketing Data Benchmark Report 3 Ascend2 Marketing Automation Benchmark Survey, July 2014

#DataQuality Facts

Page 5: Marketo Summit 2015 - Data Quality Bootcamp

Page 5

Data Quality Horror Stories

Page 6: Marketo Summit 2015 - Data Quality Bootcamp

Page 6

“Quality is never an accident…” ~Will A. Foster

Page 7: Marketo Summit 2015 - Data Quality Bootcamp

Page 7

6-Step Program to Clean Data

1. Perform dataaudit

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

Page 8: Marketo Summit 2015 - Data Quality Bootcamp

Page 8

Where Dirty Data Comes From

Systems• Flawed setup

• Poorly designed integrations

People and Process• Manual input

• Lack of a data quality strategy

51%48%

44%

32%

0%

10%

20%

30%

40%

50%

60%

Most common data errors1

1 2015 Experian The data quality benchmark report

Page 9: Marketo Summit 2015 - Data Quality Bootcamp

Page 9

Data Quality Saves

Page 10: Marketo Summit 2015 - Data Quality Bootcamp

Page 10

Progressive Profiling - Almost

• Successful launch of progressive profiling

• High fillout rate exceptBusiness Name

• Field: Company Name

• New custom field and smart campaign with logic to substitute “N/A” values

Page 11: Marketo Summit 2015 - Data Quality Bootcamp

Page 11

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

Page 12: Marketo Summit 2015 - Data Quality Bootcamp

Page 12

Tips and Tricks

Page 13: Marketo Summit 2015 - Data Quality Bootcamp

Page 13

External Data Capture

• Marketo forms, Server-Side Form Post, SOAP, REST

• Restricting form field inputs

• Form field pre-population

• Form field validation

• List import

Page 14: Marketo Summit 2015 - Data Quality Bootcamp

Page 14

External Data Capture

• Marketo forms, Server-Side Form Post, SOAP, REST

• Restricting form field inputs

• Form field pre-population

• Form field validation

• List import

Page 15: Marketo Summit 2015 - Data Quality Bootcamp

Page 15

External Data Capture

• Marketo forms, Server-Side Form Post, SOAP, REST

• Restricting form field inputs

• Form field pre-population

• Form field validation

• List import

Page 16: Marketo Summit 2015 - Data Quality Bootcamp

Page 16

Sales Inputs

• Capture fields needed for marketing

• Prevent duplicate creation

• Marketing attribution for Sales leads

• [mktUnknown] created from Outlook/Google MSI plug-in

Page 17: Marketo Summit 2015 - Data Quality Bootcamp

Page 17

Sales Inputs

• Capture fields needed for marketing

• Prevent duplicate creation

• Marketing attribution for Sales leads

• [mktUnknown] created from Outlook/Google MSI plug-in

Page 18: Marketo Summit 2015 - Data Quality Bootcamp

Page 18

CRM Sync

• Deleted Leads / Contacts

• Leads without email address

• Sync performance

• Field visibility

• Syncing to SFDC campaigns

Page 19: Marketo Summit 2015 - Data Quality Bootcamp

Page 19

CRM Sync – Error Reports

Page 20: Marketo Summit 2015 - Data Quality Bootcamp

Page 20

CRM Sync - Failure Alert Email

Page 21: Marketo Summit 2015 - Data Quality Bootcamp

Page 21

Duplicate Records

• Email notifications and weekly reports

• Merging is evil

• Retain values during merge based on priority

• Mass merging with Marketo Easy Merge

Page 22: Marketo Summit 2015 - Data Quality Bootcamp

Page 22

Duplicate Records - Alerts

• Email notifications and weekly reports

• Merging is evil

• Retain values during merge based on priority

• Mass merging with Marketo Easy Merge

Page 23: Marketo Summit 2015 - Data Quality Bootcamp

Page 23

Duplicate Records

• Email notifications and weekly reports

• Merging is evil

• Retain values during merge based on priority

• Mass merging with Marketo Easy Merge

Page 24: Marketo Summit 2015 - Data Quality Bootcamp

Page 24

Data Normalization

• Normalization smart campaigns

• Phone and email validation

• Capitalization of the First and Last Name in SFDC

Page 25: Marketo Summit 2015 - Data Quality Bootcamp

Page 25

Takeaways

AuditClean-

Up

PreventSustain

Page 26: Marketo Summit 2015 - Data Quality Bootcamp

Page 26

Go to Your Resources Page

VISIT: summit.ingaroma.com

(this page will be live for 1 week)

Page 27: Marketo Summit 2015 - Data Quality Bootcamp

Thank You!