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Why marketers should worry about DQBath & Bristol Marketing Network26th November 2015

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Ian CrayHelen WoodcockKETL is a data management consultancy. We help clients move, store, report and analyse their data.

Data is only useful when it is good quality

https://www.edq.com/uk/resources/infographics/data-machine/

by 2017, 33% of Fortune 100 organisations will experience an information crisis, due to their inability to to effectively value, govern and trust their enterprise information.

Gartner

What we will cover tonightWhat do we mean by data quality (DQ)?How does bad data come aboutWhat is the impact of poor DQHow can we improve DQCase studyTake away: profile your data to see what you need to change

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Data profiling measures1. Accuracy2. Completeness3. Timeliness4. Validity5. Consistency6. Uniqueness

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How is ‘bad’ data entering our systems?

People. Poorly designed data entry fields. Duplicate entries. Multiple data sources. Self-service user entry.

Experian survey on data accuracy

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Impact of poor DQEstimates vary on the impact of bad data on revenue (10 to 30%!). Audit your own revenue losses from poor data. Factor in opportunity costs too.

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Getting better data. Don’t try ‘big bang’ approach – too daunting. Profile your data. Use familiar datasets that you know you can improve easily. Quick gains.

You have to start with a very basic idea: data is super messy, and data cleanup will always be literally 80 percent of the work. In other words, data is the problem.

DJ Patil, Chief Data Scientist of the White House

Case studyHere’s our scenario. A small online retailer wants to launch a new product onto the market. The retailer buys in customer lists to saturate the target market.

Without DQ

The company is under time pressure to launch the product so decides to go ahead and use the list unedited. The list did contain a lot of duplicates with different spellings of the same names. The list also contained duplicates of existing customers.

With DQ

The company decides to profile the bought lists. The lists do contain a lot of duplicates. It fixes the list. The company manages to integrate the ‘clean’ list with it’s existing CRM to further check for duplicates. The company ranks the data list provider according to the data quality it has provided.

Case studyOur retailer wants to try to understand which of its customers are buying what products. Time for some basket analysis.

Without DQ

The transactional data is given to the marketing analysts on a spreadsheet. The report is difficult to read and there are too many discrepancies in the information to draw concrete conclusions. So the company stick with the gut feeling of the CEO.

With DQ

The company begins by profiling customer transaction data. This instantly reveals some issues with post code accuracy. Phew! Now the analysts can produce more accurate buying patterns based on demographics.

Measurable impact of improving DQLists: you can start to rank the quality of bought lists to inform future buying decisions.Campaign metrics: you can measure email campaigns for better bounce and open rates.Time: better data will mean less wasted time and effort.Customer service: remember to measure feedback from customers. Linking marketing and customer service data is a key driver for change. Product and or service improvement.Data insight: now you can rely on the accuracy of the information contained in your source systems (e.g. CRM) you can start to report from it with confidence. Better analytics.

Development: Customer insightCreating campaigns and customer incentive schemes that are tailored will avoid the ‘creepy’ factor. We don’t mind companies using our data when it improves our experience.Really understanding your customer personas, their decision making journeys and whether they are an influencer as well as a high value customer.Customer Service Assistants (CSAs) that have a full transaction history when handling a complaint are more likely to turn the situation around. This is what Amazon does best. Ensuring that the right customer data is available to the right person in your company as soon as it is needed and the information is up to date.

On the one hand consumers are looking for more tailored and personalised offers, yet are concerned about loss of privacy. We like our brands to know who we are but feel uncomfortable when they know exactly where we are and what we are up to.

Shaun Smith, Founder of Smith+CO

Data enrichment: influence customer behaviour

https://www.talend.com/resources/podcast-videocast/overachieving-in-online-retail

Complexity: single customer view (SCV)

• Campaign data• Call centre• POS logs• Direct mail• Credit card data• Loyalty card data• Web enquiry• e-com transaction• Store purchase• Online review• Product catalog• Third party data• Historical data• Social media• Wi-Fi tracking

• In-store• CSA• Campaign team• Web design UX• e-Commerce• Real estate• Stock management• Collections• Accounts• Pricing• Sourcing• Logistics

Data warehouse, CRM, EPOS, analytics, CMS, Sage, HR, Warehousing, Store operations etc.

CustomerBusiness team

Source system

www.ketl.co.uk13-14 Orchard Street, Bristol BS1 5EH+44 (0)117 905 5323info@ketl.co.u

k@KETL_BI

Get in touchFor further information or help with your data project speak to Helen to see how we can help >

Helen WoodcockLinkedIn: /in/helenwoodcockemail: helen@ketl.co.uk

References and Further ReadingData disasters 

http://blogs.mazars.com/the-model-auditor/files/2014/01/12-Modelling-Horror-Stories-and-Spreadsheet-Disasters-Mazars-UK.pdfhttps://www.sas.com/content/dam/SAS/en_us/doc/whitepaper1/bad-data-good-companies-106465.pdf

Research on corporate data qualityhttps://www.edq.com/globalassets/uk/papers/global-research-2015_20pp-ext-apr15.pdfhttps://www.gartner.com/doc/2636315/state-data-quality-current-practiceshttps://www.edq.com/uk/resources/infographics/data-machine/

Cost of data qualityhttp://betanews.com/2015/02/17/why-data-quality-is-essential-to-your-analytics-strategy/http://www.itbusinessedge.com/interviews/how-to-measure-the-cost-of-data-quality-problems.htmlhttp://www.itbusinessedge.com/blogs/integration/what-does-bad-data-cost.htmlhttp://techcrunch.com/2015/07/01/enterprises-dont-have-big-data-they-just-have-bad-data/https://www.experian.com/assets/decision-analytics/white-papers/the%20state%20of%20data%20quality.pdf

Single Customer View (SCV)http://www.theretailbulletin.com/news/the_top_three_barriers_to_crosschannel_retail_marketing_and_what_you_need_to_do_about_them_13-07-15/

Using data to drive and inform sales or help CSAshttp://www.datasciencecentral.com/profiles/blogs/data-the-key-to-b2b-marketing-lead-generation?overrideMobileRedirect=1http://techcrunch.com/2015/07/01/enterprises-dont-have-big-data-they-just-have-bad-data/