Sure Shot Media SparkPlugs

2. Introduction
Josh Martin
Senior Project Manager
Sure Shot Media
972.202.9910
josh@sureshotmedia.com
www.sureshotmedia.com
@SSMM_JoshMartin
• Eloqua Certified Partner
• Offer full support for consulting, design and development projects
• Developers of SparkPlugs

3. 2 Common Problems
1. Not knowing
there’s a data
problem

4. 2 Common Problems
1. Not
2. Knowing there is a
data problem, but
not knowing what
to do about it.

5. The True Cost of Dirty Data
An organization with a strong commitment to data
quality can produce nearly 70 percent more revenue
than a company with only average data-
quality procedures.
- Sirius Decisions

6. A Simple Formula

7. How Do We Fix It?

8. Building an Effective Data Strategy
The ways you need to manage data +
the places you need to manage data

9. 3 Types of Data Management
Data Validation
making sure data is correct and/or formatted properly
Data Standardization
making sure all data matches your standard values
Data Appending
adding new records or filling in missing info on existing
ones

10. Data Validation
Making sure data is complete and/or
formatted properly
E-mail addresses are correct, valid and
standardized
ZIP CodesTM contain at least five digits
Incorrect or bogus data is eliminated
Phone numbers are correct, valid and in the
proper format

11. Data Standardization
Making sure all data matches your
standard values
State and country fields comply with
International Standardization Organization
(ISO) formats
Industries match the industry list
Annual revenue ranges match the list
Names are in lowercase and begin with a
capital letter

12. Data Appending
Adding new records or filling in missing
info on existing ones
Missing or incomplete company information
B2B and B2C e-mail addresses
New contacts or accounts
Demographic information

13. 3 Places to Implement Data Mgmt.
Inbound Data
reduce the amount of bad inbound data on forms and
lists, while enhancing new data added to your database
Inline Data
continually clean and enhance your database through
intuitive programs and triggers
Outbound Data
validate data before it is sent to other systems

14. Inbound Data
Reduce the amount of bad inbound data
on forms and lists, while enhancing new
data added to your database
Verifying e-mail addresses on forms
Verifying phone and address information
Scrubbing data on uploaded lists

15. Inline Data
Continually clean and enhance your
database through intuitive programs and
triggers
Data quality programs
Standard and custom Cloud Connectors
Salesforce.com triggers

16. Outbound Data
Validate data before it is sent to other
systems
CRM integration
Marketing data warehouses
List and data exports

17. Examples

18. Tools for Data mgmt. and more….
Apps to Help You Maximize Your Eloqua Investment
- Data, Events, Channels, Content -
www.sparkplugsdata.com