Running a large commercial data asset

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My presentation from the Enterprise Data World 2013.

Data.com (a business unit of Salesforce.com) integrates crowd-sourced contact data matched to commercial D&B company data in Salesforce.com applications. Learn how Data.com addressed various data operations, data quality and data integration challenges managing a data asset of over 30 million contact and over 200 million company records.
This look behind the curtain of the Data.com operations will provide insights into the lessons learned managing a large scale, commercial contact and account database.

- Assessing and managing the data quality of contact data
- Cleaning data using algorithms, crowd-sourcing, data stewards and data services
- Best practices in matching various data sources (contact and account data)
- Implementing scalable and user friendly search features
- Integrating data cleansing features in a CRM application

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Running a large commercial data asset

  1. 1. Running a Large Commercial Data Asset A Look behind the Curtain at Data.com Matthias Zeller Sr. Director Product Management Salesforce.com May 1st, 2013
  2. 2. Matthias Zeller Data.com Product Management BACKGROUND • 2 years Sr. Director Product Management @ Data.com • Responsible for Data.com Solutions targeted at Sales and Sales Operations • 20 years experience in Product Management at Adobe Systems, Commerce One, Sterling Commerce and GE EXPERTISE • Business and Contact Data Management • Match and Search Technologies • Data Quality • D&B Partnership /in/zeller matzeller
  3. 3. Agenda • What is Data.com? • Measuring Data Quality • Channels to improve Data Quality • Matching multiple Data Sources • Searching Company and Contact Data • Integrating Data in a CRM System
  4. 4. Take an empty CRM Solution and instantly fill it with accurate Contact and Account Data Clean and unlock Business Data to target new Prospects more effectively Data.com Social Key delivers the missing Link between Contact Data and Social Networks Data.com provides Business Data directly in the Salesforce.com Sales Cloud Company Information from D&B and Contacts from Jigsaw.com
  5. 5. Data Quality has many Dimensions Accuracy Freshness Completeness Coverage Is the Data correct? Is it up to date? Does it have the Information I need? How comprehensive is the Database?
  6. 6. Leveraging multiple Channels to ensure Data Quality Social incentives with patented gamification techniques A dedicated team constantly monitors data submissions and usage Patented technology that screens and cleans every contact Augmented by other industry best practices
  7. 7. Community
  8. 8. Using Crowd Sourcing for Contact Data
  9. 9. Social Rankings Social Incentives Self Policing Points for Participation: • Give a contact • Update a record • Mark a record as inactive Ranking Authority • 4 levels of hierarchy • Tiered contributions • Value for Participation • Rewards • Dedicated Data Defenders • Report abuse and lock accounts • > 12k updates/day Gamification ensures Community Participation
  10. 10. The Technology that powers Data.com Search Accuracy Assessment Algorithms High Throughput Batch Processing Match Validation and Verification Ongoing Recertifications Bulk Update Tools Operational Monitoring
  11. 11. Meet the Super Heroes of Data Quality Super DeDuper PuzzleMaste r Normalizer PingerReaper CrawlMaster
  12. 12. Algorithms enhance the Data Asset Matthias Zeller Sr. Dir. Product Management 777 Island Blvd Ste 400 San Mateo, CA 6502418760 mzeller@salesforce.com Normalize Matthias Zeller Senior Director Product Management 777 Mariners Island Blvd Ste 400 San Mateo, CA 94404-5059 +1.650.241.8760 mzeller@salesforce.com Matthias Zeller Director Product Management 777 Mariners Island Blvd Ste 400 San Mateo, CA 94404-5059 +1.650.241.8760 Matthias Zeller 777 Mariners Island Blvd San Mateo, CA 94404-5059 +1.650.241.8760 Matthias Zeller Senior Director Product Management 777 Mariners Island Blvd Ste 400 San Mateo, CA 94404-5059 +1.650.403.5708 Matthias.Zeller@salesforce.om Piece Together
  13. 13. Accurate data on companies & people Tens of millions of records uploaded each month Best in class technology & algorithms process and clean every contact record Jigsaw Community updates more than 1M records per month Patented process for maintaining & updating global account database ① Global Data Collection ② Entity Matching ③ D-U-N-S® Number ④ Corporate Linkage ⑤ Predictive Indexing Over 2,000 automated quality checks & balances to ensure D&B’s high quality standards Matching Contact and Company Data
  14. 14. Search Functionality
  15. 15. Integrating in CRM
  16. 16. Want more Details? 10:30am Business Driven Social Stewardship with MDM 3.0 Mehmet Orun 11:30am Fact Based Data Quality Assessment Stanislav Georgiev
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