5 Data Quality Issues

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Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

5 Data Quality Issues and
How To Fix Them
Oracle | Eloqua Power Hour

Presenters
Ian Ingar Brown
 Marketing Advisor, Oracle | Eloqua
 Former Eloqua Customer
 Eloqua User Since 2005
 Markie Award Winner
 Most Recent, Sr. Director of

Marketing
 Based in the San Francisco Bay Area

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Presenters
Joe McKenna
 Sr. Director, Social123
 10+ years in Sales and Marketing
 Oracle | Eloqua AppCloud Partner

 Based in Atlanta, GA

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Presenters
Manu Kaushik
 Dir. Marketing Ops, Blue Coat Systems
 Oracle | Eloqua Customer
 Markie Award Winner 2013!! –

Data Clean House

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Power Hour Agenda – What You Will Learn
 Why Data Quality Matters
 Reasons Why Bad Data Causes Issues

 Practical Ways to Manage Your Data (It doesn’t take much.)
 How You Can Use 3rd Party Tools to Manage Your Data

 How a Markie Award Winner Manages Data Quality

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Why Data Quality Matters

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This is Our
World.
Data coming and
going from multiple
directions.

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 Segmentation and Targeting
 Right Message. Right Time.
 Campaign Measurement

 Marketing Attribution to Revenue

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Cost of Unusable
Data?

Billion/Year
- The Data Warehousing Institute

Survey from 2002!
Number possibly higher today
+ Mobile Devices
+ Anytime, Anywhere Consumer

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Top 5 Data Quality Issues
 Incomplete Data
 Incorrect / Wrong Data
 Aging Data

 Duplicate Data
 Data Reconciliation

Between Sources

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Top 5 Data Quality Issues – Incorrect Data
 What Causes Incorrect Data?
–

Web forms are too long!

–

Unnecessarily gated content

–

Manual / erroneous data entry

 Resulting Issues
–

Poor segmentation and metrics for marketing campaigns

–

Misinformed actions by marketing and sales

–

Unhappy prospects & customers

 Resolution
–
–

Test your forms (A and B landing pages in Eloqua)

–

Pre-filled and drop down fields using Eloqua

–

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Gate only high value content - eBooks, live event registrations, webinars (Eloqua tracking of downloads & video views)

Normalize your data using a “Contact Washing Machine”


Top 5 Data Quality Issues – Incorrect Data
The Contact Washing Machine
 What is a Contact Washing Machine?
–

The normalization of data using Eloqua automation
(ex. Change “Chief Operating Officer” to “COO”)

–

Combination of Eloqua programs and update rules

 Results

–

Forrester Research, Inc. (EE 2013 Speaker)
 64% to 84%
 30% unqualified
 96 hours

 Resources
–
–

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Topliners Article: Data Cleansing Best Practices/How To Setup a “Contact Washing Machine” http://topliners.eloqua.com/docs/DOC-2402
EE „13 Presentation: Forrester Research – “The power of a data washing machine in lead creation”
http://topliners.eloqua.com/docs/DOC-4624


Top 5 Data Quality Issues - Incomplete Data
 What Causes Incomplete Data?
– Manual entry (Forms, CRM, Eloqua)
– Data Imports (Events/Tradeshows, CRM to Eloqua)

– Poor segmentation for marketing campaigns

 Resolution
– Add required fields to forms (Note: Request the right data based on targeted personas!)
– Use Drop Downs on your forms (Job Role, Country, Industry, etc.)

– Capture or append data through 3rd party applications

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Presenters
Joe McKenna
 Sr. Director, Social123
 10+ years in Sales and Marketing
 Oracle | Eloqua AppCloud Partner

 Based in Atlanta, GA

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What makes Social123 unique?

1. 300 Million professionals from 2 Million public sources
2. We provide a link to the source for reliability

3. We validate every email address at the point of purchase

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Social123 by the Numbers

 300 Million Professionals

 2 Million Sources
 2000 Customers
 43 Countries
 25 Fields of Data
 2 Week Data Refresh

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Quantifying the Impact of Data Quality

The 1-10-100 rule
"It takes $1 to verify a record as it's entered, $10 to cleanse and de-dupe it
and $100 if nothing is done, as the ramifications of the mistakes are felt over
and over again.“

- SiriusDecisions

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Quantifying the Impact of Data Quality

On the revenue side of the equation…
“…a data quality strategy and targeted data quality improvement
efforts that solve conflicts at the source can lead to a 25% increase in
converting inquiries to marketing-qualified leads.”
"Data Quality Practices Boost Revenue by 66 Percent."
- destinationCRM.com

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Social123 + Eloqua = Sales Success
 Eloqua AppCloud for over two years
– Social Data tool – a powerful data appending utility that provides the

most accurate and detailed information about contacts inside of Eloqua.
– Most recently we rolled out two additional services, email validation and

social lead generation.

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 Social Data
– Largest, most accurate and detailed information available
– Append social data to your existing contact records with over 25

additional fields of data -- all provided from the contacts themselves
 The Social123 Impact:
– More personal and targeted outbound campaigns
– Increased ability to reach more potential buyers

– Improved email deliverability rates

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The Impact of Aging Data on Productivity
“… according to MarketingProfs ,B2B data expires at a
25% rate per year. That trend manifests itself in decreased
open rates, calls to action and eventually less revenue.”
 The Impact:
– Reduced customer satisfaction
– Damage to reputation and brand
– Decline in user adoption
– Wasted time and opportunity
– Most importantly…the decreasing inability to segment and target the

most appropriate prospects with the right messages

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Let’s Connect!
Joe McKenna
 Joe.McKenna@Social123.com
 404-966-6604
 www.Social123.com

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Top 5 Data Quality Issues – Aging Data
 What Causes Aging Data?
– Poor data management

– Poor segmentation and metrics for marketing campaigns

 Resolution
– Re-Engagement nurturing campaign
– Review your buyer personas and customer experience journeys

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Top 5 Data Quality Issues – Aging Data
The Re-Engagement Nurturing Campaign

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Top 5 Data Quality Issues – Duplicates
 What Causes Duplicate Data?
– Manual or automated entry without set rules
– Multiple unique email addresses for the same person

– Multiple communications sent to the same recipient
– Campaign measurement
– Marketing and sales alignment

 Resolution
– Create rules around your data
 Event Data – Use a template for capturing and importing leads
 CRM – Restrict access to import or manipulate data
 Regular data maintenance
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Top 5 Data Quality Issues – Data Reconciliation
 What Causes Data Reconciliation Issues?
–

Manual or automated entry with or without set rules
 Technical issues
 Imports through spreadsheets

–

Poor segmentation and metrics

–

Negative feedback (customers, prospects, team members, etc.)

–

Marketing and sales alignment

 Resolution
–

Leverage Eloqua‟s API (Application Programming Interface)
 Connect to your favorite CRM or data warehouse
 CRM – Restrict access to import or manipulate data
 Regular data maintenance

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Presenters
Manu Kaushik
 Dir. Marketing Ops, Blue Coat Systems
 Oracle | Eloqua Customer
 Markie Award Winner 2013!! –

Data Clean House

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Blue Coat Systems: Markie Award winner journey
 Blue Coat Introduction
– Web security and WAN optimization company
– 15,000 customers (86% Fortune 500 companies)

– More than 1,300 employees

 2013 Eloqua Markie Award: Data Clean House
– Extended focus on Data quality recognized during Eloqua experience
– Amazing platform with lots of motivation and ideas
– Excited to take our efforts to the next level of success and ready to help

other companies by sharing our journey….

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Data Quality Challenges
 Inconsistent and Unstandardized data
– Campaign segmentation issues
– Difficult for creating personalized and relevant experience for users

– Ineffective lead management within SFDC
– Misaligned lead scoring model
– Lead assignment issues

 Reporting
– Close loop reports weren‟t possible
– Different underlying data for sales and marketing reports

– Inaccuracy with ROI computation

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Data Cleansing Effort Overview
 Data Fields cleanup
– Thorough audit for all important fields in the database
– SQL database connected with Eloqua to enhance automation abilities
– Review of all data sources for critical contact/account fields

 Contact Cleanup/Enrichment
– Hard Bounced/Junk records
– Email/Contact Review & Validation
– Data Enrichment using external sources

 Contact suppression business rules
– Channel Partners, Competitors, Internal employees etc
– Contact profile center for subscription management
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Data Cleansing Effort Overview
 Data Source Cleanup
– Web forms
– List Imports

 Data standardization/cleanup automation
– Data standardization scripts created
– Custom fields created to support additional data needs

 System integration review
– Eloqua-SFDC integration audited and optimized

 Lead Scoring
– Data regression for effective lead scoring model

– Gained alignment (Sales-Marketing) on criterion and definitions
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Results, Lessons and Suggestions
 Results
– MQL volume increase by 25%
– 85% contact profile completeness
– 80% marketing influenced pipeline

 Lessons/Suggestions
– DATA is most vital for success; Needs extra attention
– Align your data processes with the business needs of sales and marketing

and gain alignment at every step
– Unleash the power of marketing automation
– Documentation and Training is critical
– Effective audit reports and regular feedback is needed

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Power Hour Agenda – Takeaways
 Standardize your data entry points to prevent incorrect data from entering

your database (Templates, Required Fields, Drop Downs, Auto-Populate)
 Use 3rd party applications to facilitate your data maintenance
 Automate your data processes

(Contact Washing Machines, Re-Engagement Campaigns)
 Start with practical data management and then graduate into the advance
 Make data maintenance a part of your marketing automation life!

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Connect

Thank You
Ian Ingar Brown

Joe McKenna

Manu Kaushik

Marketing Advisor

Sr. Director, Social123

Dir. Marketing Ops

Twitter: @ingarbrown

joe.mckenna@social123.com

www.bluecoat.com

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Q&A

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