cleaner data, higher adoption, better leads

Cleaner Data, Higher Adoption, Better Leads

Marketing Professionals

Jorge Villamariona: salesforce.comJennifer Taylor: SunGard Data SystemsJon Miller: MarketoJames Cleveland: salesforce.com

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Jorge Villamariona

Sales Engineer,

salesforce.com

Agenda

Why you need to have a data quality policy and strategy?

Techniques for managing the quality of your leads

How SunGard is keeping their data clean and relevant to increase CRM adoption

Learn how to leverage Jigsaw to obtain new contacts and maintain existing contacts

How Marketo is leveraging Jigsaw to create better leads

Why Data Quality Matters

Understand your customer

Increase customer loyalty

Obtain correct metrics

Make the right decisions

6 Consequences of Bad Data“Analysts rate bad data as one of the top 3 reasons for CRM failure”

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Inaccurate report metrics

Users get frustrated. You lose valuable buy-in and adoption

Marketing wastes money and effort pursuing bad prospects

Understanding your “customer” is impossible

IT wastes time sifting through information

Operations has difficulty reconciling data against finance and other back end systems

75% of commercial businesses believe that they are losing as much as 73% of revenue due to poor data quality

Experian - QASU.S. Business Losing Revenue Through

Poorly Managed Customer Data

Importance of Data QualityThe Cost of Bad Data

75% ofrespondents

41% ofrespondents

“

”

Poor data quality costs U.S. businesses more than $600 billion annually

Data Warehousing Institute ”“

How Do We Manage Data Quality?

Data Culture

Analyze

Establish a mindset that data quality is everyone’s responsibility

Analyze and understand your data

Set goals and map your path to get there

Implement data management processes to improve your data quality

Leverage integrations and automation to drive data quality

Deploy mechanisms to protect and track data quality against goals

Standardize, Enrich & Clean

Integrate & Automate

Maintain

Plan

Instilling a Culture of Data Quality

EducateAnything goes, adoption before data integrity

EducateAnything goes, adoption before data integrity

UnderstandRecognize usage trends,Adapt standards to reality

UnderstandRecognize usage trends,Adapt standards to reality

StandardizeTrain to common « best practices »

StandardizeTrain to common « best practices »

Rewards / DisincentivesReinforce best practices,with a carrot AND a stick

Rewards / DisincentivesReinforce best practices,with a carrot AND a stick

IntegrateBuild tools to help multidepartment tasks / processes

IntegrateBuild tools to help multidepartment tasks / processes

AutomateMake everybody’s job easier,and make the company more efficient

AutomateMake everybody’s job easier,and make the company more efficient

1 2 3

456

Analyze: Data Profiling

Data Sources Data weaknesses Mapping & Usage

Data Quality Analysis Example: Phone Numbers

Not valid

Not standardized

Not complete

Plan: Data Quality Management Strategy

Create your data quality plan Identify and prioritize goals

Define reports and dashboards

Find sponsors and owners

Establish budget

Select tools (i.e. for de-duplication)

Commit resources

Create communication plan

Standardize, Clean, and Enrich

Names Load to Sandbox

Find & Replace

1 2 5

StandardizeStandardize CleanseCleanse ValidateValidate

US, U.S, U.S.A -> USA Acme-Widgets-453

Hot HighCold Low

Data Transformation

acme incorp.-> Acme Inc

Naming Conventions

Addresses

Mergers, acquisitions, spin-offs

Company Name & Address

Enrich/Integrate/Automate

Enrich/Integrate/Automate

Acme Inc HQAcme UK

Hierarchy Data

Demographics

4

Postal Standards

Identify, Match & Score

3

De-dupeDe-dupe

J. Smith, John Smith – 80%

Re-parent Child Records

Account: Division, Opportunity, Contact

Merge

J. Smith, John Smith -> John Smith

Archiving & Filtering

Validate & Modify

Load to Production

Standardize

Accounts names: Inc vs. Incorp., INC, incorporated; Ltd vs LTD, Limited

Opportunity names: i.e. Name – Product: “Acme – 250 Tschotchkes”

Country/State: use validation to standardize TX vs Texas, USA vs. U.S.

Postal Code: use validation rules for proper format in US/CAN: xxxxx-xxxx

Contact info: use pick lists for roles, titles, department: Marketing vd. Mktg

Look for useful validation rules in Help & Training!

Cleanse your Data

Correct inaccuracies and inconsistencies

Find and replace bad or missing data

Remove or merge duplicates

Leverage all users to fix data (it’s their data)

Archive irrelevant and old data

Leverage automated routines/tools

Routinely reconcile Salesforce data against other data

points/systems

Cleanse your Data

Prioritize your data control process Fix high visibility/usage information first (duplicates, addresses,

emails)

Fix business specific information next (opportunity types,

stages etc)

Remove duplicate fields (don’t repeat account info on contact)

Remove irrelevant fields

Enrich: Data Augmentation

Add missing information from 3rd party sources

Understand what data would provide additional value

Add internally available account intelligence

Integrate

Understand your masters

Avoid stale and bad information

Make information read only

Create a 360 view

4 Resources to Help Automate

Workflow Jigsaw

Force.comIntegration points

list not all encompassing

Data Management ApplicationsForce.com Appexchange app considerations

Sample Tools

Composite Apps• Enterprise Mash-ups• Rich user interface

Application Integration• Real-time integration•Multi-step integration• Human workflow

Data Integration• Data migration• Data replication• Bulk Data Transfers

Data Cleansing• Data de-duplication• Data assessment

4

Tools for Managing Data Quality

Web-to-X

Leverage tools to prevent duplicates before passing to Salesforce real-time

Import data from various file sources

Validation Rules

Use Validation Rules and Workflow

Data Quality Analytics

Use reports and dashboards to measure data quality

Analyze and cleanse data

Excel Connector Data Loader

Web to X

• Prevent duplicates leads when using W2L

• Visit our AppExchange for more information

Validation Rules

• Enforce your standards before you save the record

Excel Connector

• Analyze• Cleanse• Enforce your standards

Data Loader

• Extract• Analyze• Cleanse• Import

Reports & Dashboards

Use reports & dashboards to measure quality

Tools & Resources

AppExchange - Data Quality tools and offerings– Data Quality Analysis Dashboards

– Integration & Data Management

– Data Cleansing

– De-duplication Tools - Search term “Data Quality”

Salesforce.com Data Tools– Apex Data Loader and Excel Connector

Salesforce Professional Services– Data Quality Assessment and Cleansing Solutions

Additional Dreamforce Sessions– Data Quality for Beginners

– Data Nirvana

– Data Done Right

Jennifer Taylor

Marketing Operations Manager,

SunGard

All About SunGard

After 25 years of developing software and managing the systems that help financial services institutions run their business, SunGard is still a leader. Our prestigious track record of industry awards is a reflection of our deep understanding of the specialized, mission-critical business processes that lie at the heart of the banking, securities and investments, and insurance industries.  From the beginning, we have applied our expertise to better serve our customers.

• INDUSTRY: Software & IT Services• EMPLOYEES: 16,000 • GEOGRAPHY: Global• # USERS: 2000+• PRODUCT(S) USED: SFA, Marketing, Service & Support, 5

downloaded AppExchange applications

Com

Overview

What is a lead?

How we manage lead imports through cases and

DemandTools

How we use SPOT to get a holistic view of “genuine”

duplicate leads

Sales tools to research and validate leads

What is a Lead to SunGard?

Leads are an extension of the sales funnel – “above the

funnel” information

Leads are potential opportunities (with contact

information)

Just as a contact can be associated to multiple

opportunities, the same contact information can be on

multiple leads

Leads are only de-duped within a segment/product line

What is a Lead to SunGard?

How SunGard Manages Lead Imports

All lead import/de-dupe requests are submitted via internal

salesforce.com case with an attached import spreadsheet

using a provided template

Lead imports offered as a centralized serviced (not viewed as

a user limitation)

The standard turnaround time for a lead import/de-dupe is

24 – 72 hours

We use Demand Tool’s People Import to de-dupe on

segment/product line, email address, and last name when

importing

How SunGard Manages Lead Imports

How SunGard Manages Lead Imports

SPOT – Single Point of Truth

SPOT joins all leads/contacts with the same email

address for a holistic view of:– Subscription preferences

– Campaign activity

– Email results

SPOT helps eliminate concerns of “genuine” duplicates

providing a holistic view

SPOT – Single Point of Truth

“LinkedIn” from Lead or Contact

Updates from Jigsaw from a Lead or Contact

VP Marketing, Marketo

Author Modern B2B Marketing

Jon Miller

About Marketo

Revenue Performance Management solutions (marketing automation, sales insight, ROI analytics) that significantly increase marketing and sales success for more than 800 mid-sized and enterprise worldwide

• Salesforce• Jigsaw for Salesforce• Salesforce Community• Marketo Lead Management / Marketing Automation• Marketo Sales Insight• Marketo Revenue Cycle Analytics

Marketo’s Revenue Cycle

All

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Pro

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Lea

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AW

AR

EN

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S

En

gag

ed

Opportunity Customer

Sal

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ead

MQLSQL

SAL

Marketing SDR Sales

All

Nam

es

Pro

spec

t &

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ecyc

led

En

gag

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Need Quality Information about Prospects

Lea

d

Opportunity

Sal

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MQLSQL

SAL

By Industry: 82%By Role: 67%

Doers vs. BuyersJob FunctionBy Company Size: 49%By Geography: 29%

Generating Names and Prospects

Problems With Self-Submitted Data

Short Forms Outperform Long Forms

Short Form (5 fields)

Conversion rate: 13.4%

Cost per: $31.24

Medium Form (7 fields)

Conversion rate: 12.0%

Cost per: $34.94

Long Form (9 fields)

Conversion rate: 10.0%

Cost per: $41.90

Progressive Profiling

Data Augmentation

Real-Time & Batch Import (Weekly)

Jigsaw Results

Matches for 39% of leads and 70% of accounts

Industry, Revenue, and Employee count populated on all

fields

Graveyard leads and contacts moved to unsubscribe

Early but seeing improvements in nurturing quality and

scoring relevance

Manager Corporate Sales, Jigsaw

Jim Cleveland

All Companies Struggle in Some Way with Data

Average Dirty Data Found in Customers Before Jigsaw

90%Incomplete

74%Need Updates

21%Dead

7%Duplicate

The Cloud Shows Us a Better Way to Manage Data

12,568,906 users made…395,177,595 edits to…20,676,516 articles

xxx

Socially Aggregated

The data you need finds you…right away

xx

Real Time

*Source: Shaugatuck Technology 2010 Cloud Business Solutions

2014: 50% of software

deployments in the cloud*

No Software

Stock Data

Weather Data

Restaurant Data

Traffic DataMovie Data

The Crowd is More Precise

70% Direct Dial Numbers

100% Complete Contacts

10xMore Titles

NameTitle Ext. 3415

Director of… Marketing…

Viral Marketing…Enterprise Marketing…

Social Media…Email Marketing…Dept

EmailPhone

Address

Leverage the Cloud with Jigsaw

1.4 million + members200,000 updates/month

Name Phone

Bob Johnson 415-536-6000

Bob Johnson 650-205-1899

Rob Johnson 415-536-6100

Bob C. Johnson

408-209-7070

Bob Johnson 415-536-6000

Rob Johnson 650-205-5555

Bob T. Johnson

650-780-9090

Robert Johnson(415) 536-2283

Improve Productivity with Clean Services

Access Clean Data Within the Sales Cloud

Instant source of 24M+ new leads

Unlimited, free research into 4M+ new accounts

Reps are productive with clean data

for Salesforce

Jigsaw Delivers Across the Complete Plan

Names Load to Sandbox

Find & Replace

1 2 5

StandardizeStandardize CleanseCleanse ValidateValidate

US, U.S, U.S.A -> USA Acme-Widgets-453

Hot HighCold Low

Data Transformation

acme incorp.-> Acme Inc

Naming Conventions

Addresses

Mergers, acquisitions, spin-offs

Company Name & Address

Enrich/Integrate/Automate

Enrich/Integrate/Automate

Acme Inc HQAcme UK

Hierarchy Data

Demographics

4

Postal Standards

Identify, Match & Score

3

De-dupeDe-dupe

J. Smith, John Smith – 80%

Re-parent Child Records

Account: Division, Opportunity, Contact

Merge

J. Smith, John Smith -> John Smith

Archiving & Filtering

Validate & Modify

Load to Production

Jorge Villamariona

Sales Engineer

Jennifer Taylor

Marketing Operations Manager

James Cleveland

Corporate Sales Manager

Question & Answer

Jon Miller Vice President of MarketingTWITTER @jonmiller2

Action Plan

Data Culture

Analyze

Establish a mindset that data quality is everyone’s responsibility

Analyze and understand your data

Set goals and map your path to get there

Implement data management processes to improve your data quality

Leverage integrations and automation to drive data quality

Deploy mechanisms to protect and track data quality against goals

Standardize, Enrich & Clean

Integrate & Automate

Maintain

Plan

Cleaner Data, Higher Adoption, Better Leads

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