b2b network: the challenge of data

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www.ketl.co.uk B2B Network: The Challenge of Data Looking at data quality, data governance and data flow for B2B marketers

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Page 1: B2B Network: The Challenge of Data

www.ketl.co.uk

B2B Network: The Challenge of DataLooking at data quality, data governance and data flow for B2B marketers

Page 2: B2B Network: The Challenge of Data

What we are going to coverData quality: where does the majority of your customer data come from? Are you buying lists? In-bound or out-bound marketing your priority? Events? Sales teams?Data Governance: External and regulatory issues e.g. Safe Harbor Agreement. GDPR and the regulations due to come into force 2018. Internal governance issues specific to your company e.g. mergers and acquisitions, information flow between teams. Who ‘owns’ your data?Data flow: what systems do you use? Do you have large data sets or complex ones? Or a combination?Analysis: once you have control of your data quality you can measure your knowns, known unknowns and unknown unknowns…

Page 3: B2B Network: The Challenge of Data

Respondents were asked what they found to be the biggest obstacles to executing data-driven marketing - 42.9 per cent named their database or CRM platform, while 39.6 per cent said it was down to the culture within their organisation.

Royal Mail Data Services Life Event research, conducted among the DataIQ community

Page 4: B2B Network: The Challenge of Data

www.ketl.co.uk

I know my data is **$$%%@!!People fear their data. Often there is little or no process in place and it is just too complex to face trying to sort it out.

Page 5: B2B Network: The Challenge of Data

Data qualityKey areas of data quality are product and customer data. As marketers we get the trickiest one to get right. Customer.List rating. How can you ensure your list providers are compliant and providing good quality data? Start off small-scale using Talend data prep tool. Sample list data quality check using the tool. Data entry and the design of the fields. Constantly evaluate and use feedback from sales teams. Where are the bottlenecks and the likely entry point for poor data.Scoring your data. What areas of data quality are the most important for your business and your industry?

Page 6: B2B Network: The Challenge of Data

In the organizations we work with frequently, the key reasons for needing a CDO are to manage risk during data-driven projects, curb increasing costs around poor data quality and assist with an increasingly regulatory environment.

Courtney Cunnane, Vice President of Marketing Experian Data Quality

Page 7: B2B Network: The Challenge of Data

Data governanceThis is bigger than us. Data governance is the whole company’s responsibility. Not just marketing.Are there data governance teams in your company? Are you a part of them? What is the impact of poor data governance on your business as a whole? Does it matter in your industry? Do you have a regulatory environment to contend with? Get involved.Marketing data capture: via your website or events. Do you use permissions? Do you capture and store prospect data securely? Do you share data with third parties?1st, 2nd and 3rd party data. Do you know the difference and what category does your data come under? Do you treat the different data types separately.

Page 8: B2B Network: The Challenge of Data

Data flowOnce you know (roughly!) where your customers and clients are coming from then you can start to identify the data touch points.Are prospects visiting particular web pages? Have they downloaded particular CTA guides? Have they viewed one of your videos and how long did they watch it for?Can you track how many people from one prospect company have interacted with your business? Did they click through on email links and which ones?Are there points in the journey that you can’t track? Where are the bottlenecks?

Page 9: B2B Network: The Challenge of Data

Additional resourcesDavid McCandless – Data visualisation http://bit.ly/261OwNnBristol IDM courses on data regulationshttps://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data/DataIQ to keep up to date http://www.dataiq.co.ukTalend desktop data prep tool http://bit.ly/1UbQTLzKETL fact sheet on data quality http://bit.ly/1Q3zB1sLatest on the EU and US since Safe Harbor no longer valid http://bit.ly/1tq8Hq6Data Governance expert: http://www.nicolaaskham.com

Page 10: B2B Network: The Challenge of Data

www.ketl.co.uk13-14 Orchard Street, Bristol BS1 5EH+44 (0)117 905 [email protected]

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

Helen Woodcockcall: 07561 162701email: [email protected]