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E D I T I O N

Generating Serious Revenue through

Quality Data5 Step Process to Data Normalization

1. Perform a Database AuditTake a look at what is currently in your database. Make sure that everything is complete, correct, and current. If the dataset is not complete, append key firmographic and internal data. Ensure that the data is continuously validated for more confidence in segmentation decisions. Also, make sure updates are ongoing and new data sources are being added to show the latest up-to-date information and to deepen the contact record as much as possible.

See: Synthio’s Data Health Analysis (DHA)

Synthio’s DHA is the one-stop shop for a precise database audit. This process should be done once a quarter, or once every 6 months (minimum).

According to Dun & Bradstreet, in the next hour, 58 business addresses will change, 11 companies will change their names, and 41 new businesses will open…not to mention how many companies will go out of business and how many contacts will change jobs, titles, email addresses, certifications, etc.

Needless to say, it is crucial for companies to initiate a data normalization process. The following five steps will help set you on the path to big revenue through quality data:

The 5 Steps

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2. Develop and Implement Normalization RulesWithin Eloqua, the data normalization setup is a combination of Eloqua programs arranged to orchestrate the execution lookup, match and update rules. Normalization is determined within your own organizations, but once those rules are set, it’s important to constantly scan your contacts and apply those rules.

See: Eloqua Contact Data Washing Machine with SynthioThe normalization of data using Eloqua automation - a combination of Eloqua programs and update rules that helps clean up a standard set of fields and values based on the Eloqua database.

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3. Launch Database Cleansing and Enrichment CampaignDetermine what key elements you want to include. After going through your database audit and developing your normalization rules, what of those steps do you want to carry over into your campaign? (i.e. including the contact washing machine and utilizing a data provider, like Synthio, that helps with your database audit).

Determine what entry points can be added to the campaign, as well (i.e. contacts from forms, uploads, campaigns, other systems, etc.).

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4. New Contact Data Verification Once you run a campaign, determine who of those contacts are valid and who are not valid. If you find people who aren’t valid, run them through a data verification process so you can determine what data is out-dated and then simultaneously update it so you can regain the individual as a new contact.

5. Re-Execute Cleanse/AppendDon’t just set it and forget it; this should be a reccurring process. Today’s workforce is as transient as it’s ever been and more which means data is constantly changing. Validating, cleansing, correcting and enrichriching your database is absolutely critical to the success of your campaigns. One of an organization’s most valuable assets if their audiencer, or thier database, therefore, monitoring and maintaining the quality of your database should fall high on the priority list. Furthermore, the cost of not re-executing cleanses and enriches is well beyond the cost of hiring an in-house or outsourced resource to assist.

By following these 5 easy steps to data normalization you can manage your Eloqua database with utmost confidence and leverage it for real revenue. Take control of your database today, and not the other way around.

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AboutSynthio is a Data as a Service platform that automates the cleansing, standardization, and synthesis of data to make it actionable for immediate marketing and sales use. The platform is made up of the world’s largest and most accurate global database that is constantly being refreshed. Whether inside a CRM or a MAP, our platform can not only enrich our clients’ databases with accurate real-time information, but it can add net-new targeted contacts, for more effective campaigns. Simply put, we make your data bigger and better.

2000 Powers Ferry Road, Ste. 650Marietta, GA 300671.888.530.6723@Synthio_Synthio.com

“Best Practices In Registration Data Management”. Dun & Bradstreet. N.p., 2011. Web. 9 Feb. 2017.

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About

Marmato is a leading agency partner offering services focused on marketing automation, data management, reporting & metrics, and strategic support. They provide solutions growth in revenue and ROI by transforming raw leads into sales-ready leads. Marmato delivers innovative solutions which result in an increase depth and breadth of customers’ strategies, solidifying and growing relationships.