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

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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.

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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

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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

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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 dataaudit

2. Perform systemsaudit

3. Revise data capture processes

4. Correct dataerrors

5. Implement emailalerts and reports

6. Manage data quality across the

organization

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Where Dirty Data Comes From

Systems• Flawed setup• Poorly designed integrations

People and Process• Manual input• Lack of a data quality strategy

Incom

plete

Outdate

d

Inacc

urate

Dupli

cates

0%

10%

20%

30%

40%

50%

60%51% 48%

44%

32%

Most common data errors1

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• Prevent duplicate creation • Marketing attribution for Sales

leads• [mktUnknown] created from

Outlook/Google MSI plug-in

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Sales Inputs• Capture fields needed for

marketing• Prevent duplicate creation • Marketing attribution for Sales

leads• [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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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 Clean-Up

PreventSustain

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Go to Your Resources Page

VISIT: summit.ingaroma.com(this page will be live for 1 week)

Thank You!