Aen007 Kenigsberg 091807

Applied Data Quality Ezra Kenigsberg Data Architect salesforce.com Admin III: Expanding into new areas

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Purpose
To give you data techniques that can help make you a better administrator

This session… Other sessions…
Practical demos—things you can do TODAY
Tactical ideas and technical detail
Data Loader, Excel, Excel Connector, Access
Bigger-picture data strategy
Third-party tools

Outside this session: Please use these resources
Successforce.com
Salesforce.com’s Data Services group
Brian Wiebe, Program Director
Regional Data Architects
Product demos downstairs
Developer Network: salesforce.com/developer
This Year’s Sessions:
Data Data Everywhere!
Data Quality: Who Doesn’t Want It?
Last Year’s Sessions:
xrl.us/DataDataData
xrl.us/ExcelConnectorDemo
xrl.us/SystemOverload

Overview
De-duplicating existing data 20 min
Managing data loads better 20 min
Keeping data clean 5 min
Q&A 10 min

De-duplicating
I’ve gotta de-dupe the worst records by tomorrow
Four questions:
What qualifies as a duplicate?
What ’s my data look like?
How will I determine matches?
How will I merge records?
WHAT’S HOW do I my data? match? a dupe? WHAT’S HOW do I my data? match? a dupe? merge? merge?

Typical questions:
Should we track individual physical customer locations ?
Should we merge all Accounts in a single country/region ?
Is it okay to merge clearly different records ?
Do we need different definitions of “dupe” for different business units/regions ?
. . . answers to these questions determine
Hierarchy Depth
Records per Customer
De-duplicating 1: What’s a dupe? WHAT’S a dupe? A dupe’s definition determines the dataset!

De-duplicating 1: What’s a dupe? (cont’d)
PROBLEM:
Too many records in org
Successive de-dupe runs were not eliminating as many records as expected
SOLUTION:
Make records more generalized by
merging obvious duplicates
AND
merging different physical-location records within US into unified records
WHAT’S a dupe? Fortune 500 company 8,000+ Employees Operates in 30+ countries Case Study:

Some hierarchy possibilities:
One-and-only-one Account record
Single parent Account and many children (no grandparents or grandchildren)
Multi-tier
Multi-tier example: D&B implemented within Salesforce
Global Ultimate one across the entire world
Domestic Ultimate one per country
Branch multiple physical locations
Subsidiary one per physical location
De-duplicating 1: What’s a dupe? (cont’d) Decreasing Ease-of- Maintenance WHAT’S a dupe?

For this example:
We’ll de-dupe to the physical-location level
We’ll allow hierarchy to be multi-tier
We’ll use Excel Connector
Following steps apply regardless of de-dupe tool
De-duplicating 1: What’s a dupe? (cont’d) WHAT’S a dupe?

And now. . . a tool
Excel Connector
Work with Salesforce data directly in Excel: Insert, Update, Extract, Delete
Too slow for large data volumes (typ. more than hundreds)
No longer being updated, not supported by salesforce.com (alas)
xrl.us/ExcelConnector
Dreamforce session “Excel Connector: Your Golden Ticket to Clean Data”
Apex tools (including Excel Connector)
xrl.us/ApexTools
WHAT’S my data?

De-duplicating 2: What’s my data?
First stop: Names
Examine the toughest cases to get a feel for all data
How do apparent dupes’ names seem to match?
Perfectly?
Systematically?
Randomly?
Sort
Filter
WHAT’S my data?

Initial data set Look for a tough case, then sort and filter to get… WHAT’S my data?

(1) Sorted and (2) filtered on name … a set of records to work with WHAT’S my data?

De-duplicating 3: How do I match?
Look to other fields after Name
Account numbers/IDs
Phone numbers
Scrub to raw numbers
Addresses
Select address fields that look promising
Concatenate as needed; Name & ZIP, Street & ZIP
HOW do I match?

Numbers/IDs … IDs/Numbers don’t help here HOW do I match?

De-duplicating 3: How do I match? (cont’d)
Account numbers/IDs
Phone numbers
Addresses
Concatenate as needed; Name & ZIP, Street & ZIP
HOW do I match?

Scrubbing phone numbers HOW do I match?

Scrubbing phone numbers (cont’d) Easier to line up matches HOW do I match?

Account numbers/IDs
Phone numbers
Addresses
Concatenate as needed; Street & ZIP, Name & ZIP
HOW do I match?

Concatenating address parts … consistent addresses … consistent names Better when we have… HOW do I match?

Use these techniques
Scrubbing Native & Third-Party
Concatenating Native & Third-Party
Address-standardizing Third-Party
Address lookup Third-Party
Fuzzy matching Third-Party
Automated scoring Third-Party
Widespread merging requires a third-party tool
CRMFusion’s DemandTools
Trillium’s Diamond Data
Informatica’s Data Quality
Microsoft’s SQL Server 2005, while not specifically adapted to Salesforce, provides fuzzy matching
Many other solutions downstairs!
HOW do I match?

De-duplicating 4: How do I merge?
Designate a Winner rec with all proper data
Modify records:
Third-Party: create “ID” field and “Winner/Loser” field
Salesforce: modify Name field
Winner: “merge” & generic Account Name & “winner”
Loser: “merge” & generic Account Name
HOW do I merge?

Modifying names in Salesforce HOW do I merge?

Merging in the Salesforce UI HOW do I merge?

Merging in the Salesforce UI (cont’d) HOW do I merge?

De-duplicating Key lessons
Establish what qualifies as a duplicate before starting
Use a tough case to get a feel for the data
3a. Determine which other fields can be used
Account numbers/IDs
Phone numbers
Addresses
3b. Determine which methods can be used
Scrubbing Native & Third-Party
Concatenating Native & Third-Party
Address-standardizing Third-Party
Address lookup Third-Party
Fuzzy matching Third-Party
Automated scoring Third-Party
Designate a Winner record and merge Losers into it
a dupe? WHAT’S HOW do I my data? match? merge?

Managing data loads better
Gotta import new records by tomorrow
We’re creating a repeatable, documented process
“ Just load it”…
… is difficult to audit after the fact
… may not be reversible if I’ve made a mistake
Best practices for loading

Managing data loads better (cont’d)
Three steps:
How should I map my data?
How can I automate the generating of CSVs?
How can I load data in an auditable way?
HOW do I generate? load? map? HOW do I generate? load? map?

And now. . . a tool
Data Loader
Insert, Update, UPSERT , Extract, Delete via CSVs
Supported by salesforce.com
xrl.us/DataLoader
Apex tools (including Data Loader)
xrl.us/ApexTools
HOW do I map?

And now. . . a tool (cont’d)
Relational Database:
Data stored in tables
Capable of importing CSVs
Capable of creating joins between tables
HOW do I map?

And now. . . a tool (cont’d)
Query functionality:
Queries/views stored separately from tables
Queries/views use SQL (Structured Query Language)
Bonus: toggling between SQL and graphical interfaces
HOW do I map?

Managing data loads better 1: How do I map?
Create a mapping file
Create list of fields in legacy file/s
Create list of API field names (not the UI field labels!)
Get them with Data Loader
Tie Force.com API field names to legacy fields
HOW do I map?

Grab the source field names 1 2 Transposed using Excel’s “ Edit | Paste Special | Transpose” command HOW do I map?

Grab the Force.com API field names 1 2 Transposed using Excel’s “ Edit | Paste Special | Transpose” command HOW do I map?

Build out mapping file An index column facilitates later sorting Not every column has to map Comment column is useful for concatenates, lookups HOW do I map?

Managing data loads better 2: How do I generate CSVs?
Import legacy data into Access
Reusable tool – Great for subsequent loads
Test-then-production
Pilot-then-phase 1
Change all fields to Text
Concatenate strings to create query
HOW do I generate?

Importing into Access 1 2 HOW do I generate?

Import legacy data into Access
Pilot-then-phase 1
HOW do I generate?

Access table design After import, change field types to Text HOW do I generate?

Import legacy data into Access. Why?
Pilot-then-phase 1
HOW do I generate?

Concatenate strings to create query Concatenation formula produces clauses suitable for pasting in SQL SELECT query HOW do I generate?

Customize SQL where needed Customized, concatenated DESCRIPTION field (as specified in mapping document) Lookups to other tables would also require customization HOW do I generate?

Managing data loads better 3: How do I load?
Save query as CSV
Folder naming:
Use Date & Task format: [YYYY]-[MM]-[DD]#[NN] [Object] [Task] [Desc]
Save source, success, error files in appropriate folder
Note how Auto-Match works with CSV
HOW do I load?

Folder naming YYYY-MM-DD#NN forces folders to sort in chronological order HOW do I load?

Managing data loads better 3: How do I load?
Save query as CSV
Folder naming:
HOW do I load?

Folder contents Save source file, success files, and error files all in same directory HOW do I load?

Folder contents (cont’d) 1 2
When loading errors:
Copy error file and
Use as source for next load
HOW do I load?

Managing data loads 3: How do I load?
Save query as CSV
Folder naming:
HOW do I load?

Perfect auto-match With a file created this way, Auto-Match gets every field mapped HOW do I load?

Managing data loads Key lessons
Build a mapping file to document how data gets transformed
Leverage a tool (in this example, Access) to generate CSVs
Concatenating strings can help save time mapping
Use a folder & file name discipline to make your work self-documenting and easy-to-follow
HOW do I generate? load? map?

Keeping data clean
Record DeDup 1.4 xrl.us/RecordDeDupV14
Data Quality Dashboards xrl.us/DataQualityDashboardsV1
Custom Reports (go crazy!)

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Q&A
Post-Session Questions? Ezra Kenigsberg Data Architect (Midwest) [email_address]
Links:
Successforce.com
salesforce.com/developer
Previous Dreamforce presentations:
xrl.us/DataDataData
xrl.us/SystemOverload
Data tools:
xrl.us/ApexTools
xrl.us/DataLoader
xrl.us/ExcelConnector
Keeping data clean:
xrl.us/RecordDeDupV14
xrl.us/DataQualityDashboardsV1

Extras: Ezra’s Toughest Data Projects
De-duplication
Data normalization/denormalization
Mapping a table of addresses or phone numbers to specific fields according to rules
Data flow-through
“ If value is not in table A, use value in table B”
Forcing free text entries to behave like external keys
Dealing with typos, whitespace
Attributing record ownership

Extras: Manage your time! Make shortcuts!
Get good with keyboard shortcuts
We all know Alt+Tab…
Alt+Spacebar and its subsequent accelerators
Use accelerator keys…
… in naming app & internet shortcuts
… in navigating menus
Learn individual apps’ keystrokes
Shortcuts for apps and sites
Populate your Start Menu or Taskbar
Sort your Programs menu often
Ctrl+Alt+(letter)
Use your Bookmarks/Favorites
Shortcuts for Salesforce tabs
Shortcuts for Salesforce setup links
Users want to go to a specific page?
Help them put it on their Start Menus, Taskbars, or Desktops
Be curious!
… after before…

Extras: Ezra’s favorite keystrokes
User-defined app shortcuts: Ctrl+Alt+(letter)
Windows app menu: Alt+Spacebar
Show desktop toggle: Windows+D
Menu navigation: Alt, then letters
Excel select row: Shift+Spacebar
Excel select column: Ctrl+Spacebar
Excel insert: Ctrl+Shift+Plus
Excel delete: Ctrl+Minus
Excel numformats: Ctrl+Shift+(number)
Excel hide (unhide) row: Ctrl+(Shift)+9
Excel hide (unhide) column: Ctrl+(Shift)+0
Excel edit: F2

Extras: Other cool data tricks
Use FixID() to convert 15-char IDs to 18-char IDs
Funnction available in Excel Connector
Use Pivot Tables to quickly list and count unique values
Skip unneeded Wizard steps
Fill in blank cells in a table with a killer combo:
Go To… Special | Blanks
Ctrl+Enter

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Aen007 Kenigsberg 091807

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