how to clean up your marketing automation database

HOW TO CLEAN UP YOUR

MARKETING AUTOMATION DATABASE

Hana Abaza

VP Marketing

Uberflip

#uberwebinar

Francois Mathieu

Inbound Marketing Manager

Uberflip

@HanaAbaza@Uberflip#uberwebinar @francoismat

Stick around to see how Uberflip integrates with marketing automation!

http://www.uberflip.com/

http://www.uberflip.com/integrations


WHAT’S THE DEAL WITH

DATA QUALITY?


Data quality benchmarks

• U.S. companies believe 32% of their data

is inaccurate (#1 cause is human error)

• They also believe 23% of their revenue is

wasted because of inaccurate data

• 36% of companies say email is the most

important communication channel

• 78% of had email deliverability issues in

the last year due to poor list hygiene

Source: Experian data quality benchmark report 2015

http://go.experian.com/global-research-report-2015


1. Clean up your database

2. Automate the process for next time

3. Enhance your lead intelligence

Agenda


LET’S CLEAN UP YOUR

DATABASE!


How to clean up your contacts

(Extra carefully) clean up opt-outs

(Carefully) clean up bounced emails

Find and merge duplicates

Identify and label your current customers


How to clean up your fields

Apply the rule: one field, one purpose

Hunt for unauthorized values

Delete useless fields


How to clean up your lists & flows

Use a standard naming convention

Verify when a contact was last added

Sort lists & flows by date created


LET’S MAKE THINGS EASIER

FOR NEXT TIME!


Automate the process



• Convert text fields to drop-

down menus when possible





• Setup workflows to clean up

typical errors





• Setup workflows to clean up

typical errors

• Create a smart list of contacts

who need manual clean up


ENHANCE YOUR DATABASE

TO BETTER NURTURE LEADS


Sync internal data

• From your CRM (Salesforce.com)

• From surveys (SurveyMonkey,

Qualaroo)

• From support chat (Olark, LiveChat)

No integration? Try Zapier!

https://zapier.com/


Enrich data

• Manual (Rapportive, LinkedIn,

Ghostery)

• Automated (Datanyze)


THANK YOU!

#uberwebinar

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