Cleaner Data, Higher Adoption, Better Leads

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How accurate is your business data? Do you have duplicate records? Keeping data clean and relevant for your users is no small task. Join us for a session dedicated to data cleansing and de-duplication and learn techniques for better managing your data. We'll focus on Excel and file import, Web-to-lead, de-duplication, creation of validated fields, lead scoring with formula fields, and using Jigsaw to create automated data cleansing. Take home all the methods, tools, and best practices you need!

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  • -Data Culture: Establish a mind set that data quality is everyone’s responsibility, an ongoing effort, and should be treated as a corporate asset to achieve better business results-Analyze and understand your data-Plan: set goals and map your path to get there -Standardize, Enrich and Clean: implement data management processes to improve your data quality-Integrate & Automate: leverage integrations and automation to drive data quality and provide efficiency gains and user value (usability, time savings, data integrity)-Data Culture: Establish a mind set that data quality is everyone’s responsibility, an ongoing effort, and should be treated as a corporate asset to achieve better business results-Maintain: Deploy mechanisms to protect and track data quality against your goals, and seek continuous improvements
  • The key to implementing data quality culture is to focus on the right things at the right time. Initially, its all about adoption. Next you’ll want to understand usage trends and adapt standards, and then train on common best practices. To reinforce the right behavior, you may want to consider rewards and disincentives. Taking it to the next level, integrations will help you gain efficiencies, but more importantly, force data quality. And lastly, consider automation to create even more efficiency and make everyone’s life easier.
  • Review and Analyze your dataUnderstand weaknesses in areas of Accuracy, Completeness, Validity, Standardization, and Formatting
  • Leverage the tools and resources you have available. There are best practices and other helpful information on our community site, AppExchange offers data quality tools, and if you need to augment skill-set or bandwidth of your internal staff, our Professional Services can help with their data management offerings.http://www.salesforce.com/community/crm-best-practices/administrators/data-management/
  • The crowd can also be more precise than traditional models.100% of the contacts in the Jigsaw database are complete…70% of the phone numbers we have are direct dial…And the precision of the titles is much greater, so you can be more targeted in your sales & marketing efforts.A Director of viral marketing…enterprise marketing…email marketing…all have very different jobs. But unfortunately, most data providers will standardize their contact titles. The crowed ensures that you have the details you need to connect to exactly the right people.
  • If you’re a Salesforce CRM customer, we can put Jigsaw data directly in the hands of the people who need it the most.Give your reps instant access to the entire Jigsaw database.Plus, it constantly works in the background to keep all your Account, Contact, and Lead data clean and up to date.And with new Chatter integration, you’re notified instantly when important information changes.
  • -Data Culture: Establish a mind set that data quality is everyone’s responsibility, an ongoing effort, and should be treated as a corporate asset to achieve better business results-Analyze and understand your data-Plan: set goals and map your path to get there -Standardize, Enrich and Clean: implement data management processes to improve your data quality-Integrate & Automate: leverage integrations and automation to drive data quality and provide efficiency gains and user value (usability, time savings, data integrity)-Data Culture: Establish a mind set that data quality is everyone’s responsibility, an ongoing effort, and should be treated as a corporate asset to achieve better business results-Maintain: Deploy mechanisms to protect and track data quality against your goals, and seek continuous improvements
  • Cleaner Data, Higher Adoption, Better Leads

    1. 1. Cleaner Data, Higher Adoption, Better Leads<br />Marketing Professionals<br />Jorge Villamariona: salesforce.com<br />Jennifer Taylor: SunGard Data Systems<br />Jon Miller: Marketo<br />James Cleveland: salesforce.com<br />
    2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    3. 3. Jorge Villamariona<br />Sales Engineer, salesforce.com<br />
    4. 4. Agenda<br />Why you need to have a data quality policy and strategy?<br />Techniques for managing the quality of your leads<br />How SunGard is keeping their data clean and relevant <br />to increase CRM adoption<br />How Marketo is leveraging Jigsaw to create better leads<br />Learn how to leverage Jigsaw to obtain new contacts <br />and maintain existing contacts<br />
    5. 5. Why Data Quality Matters<br /><ul><li>Understand your customer
    6. 6. Increase customer loyalty
    7. 7. Obtain correct metrics
    8. 8. Make the right decisions</li></li></ul><li>6 Consequences of Bad Data“Analysts rate bad data as one of the top 3 reasons for CRM failure”<br />1<br />Inaccurate report metrics<br />Users get frustrated. You lose valuable buy-in and adoption<br />2<br />Marketing wastes money and effort pursuing bad prospects<br />3<br />Understanding your “customer” is impossible<br />4<br />IT wastes time sifting through information<br />5<br />Operations has difficulty reconciling data against finance and other back end systems<br />6<br />
    9. 9. Importance of Data QualityThe Cost of Bad Data<br />“<br />75% of commercial businesses believe that they are losing as much as 73% of revenue due to poor data quality<br /> 75% of<br />respondents<br />”<br />Experian - QAS<br />U.S. Business Losing Revenue Through <br />Poorly Managed Customer Data<br />“<br /> 41% of<br />respondents<br />Poor data quality costs U.S. businesses more than $600 billion annually<br />”<br />Data Warehousing Institute<br />
    10. 10. How Do We Manage Data Quality? <br />Data Culture<br />Establish a mindset that data quality is everyone’s responsibility<br />Analyze<br />Analyze and understand your data<br />Plan<br />Set goals and map your path to get there<br />Implement data management processes to improve your data quality<br />Standardize, Enrich <br />& Clean<br />Integrate & Automate<br />Leverage integrations and automation to drive data quality<br />Maintain<br />Deploymechanisms to protect and track data quality against goals<br />
    11. 11. Instilling a Culture of Data Quality<br />2<br />1<br />3<br />Educate<br />Anything goes, adoption <br />before data integrity<br />Understand<br />Recognize usage trends,<br />Adapt standards to reality<br />Standardize<br />Train to common « best practices »<br />Automate<br />Make everybody’s job easier,<br />and make the company more efficient<br />4<br />5<br />6<br />Rewards / Disincentives<br />Reinforce best practices,<br />with a carrot AND a stick<br />Integrate<br />Build tools to help multi<br />department tasks / processes<br />
    12. 12. Analyze: Data Profiling<br />Mapping & Usage<br />Data weaknesses<br />Data Sources<br />
    13. 13. Data Quality Analysis Example: Phone Numbers<br />Not valid<br />Not complete<br />Not standardized<br />
    14. 14. Plan: Data Quality Management Strategy<br /><ul><li>Create your data quality plan
    15. 15. Identify and prioritize goals
    16. 16. Define reports and dashboards
    17. 17. Find sponsors and owners
    18. 18. Establish budget
    19. 19. Select tools (i.e. for de-duplication)
    20. 20. Commit resources
    21. 21. Create communication plan</li></li></ul><li>Standardize, Clean, and Enrich<br />1<br />2<br />5<br />4<br />3<br />Enrich/Integrate/<br />Automate<br />Standardize<br />Cleanse<br />Validate<br />De-dupe<br />Names<br /> Load to <br />Sandbox<br />Find & <br />Replace<br /> Identify, <br />Match & Score<br />acme incorp.-> Acme Inc<br />Company <br />Name & Address<br />Hot  HighCold  Low<br />J. Smith, John Smith – 80%<br />Naming Conventions<br />Addresses<br /> Merge<br />Validate <br />&Modify<br />Hierarchy Data<br />J. Smith, John Smith -> John Smith<br />US, U.S, U.S.A -> USA <br />Acme-Widgets-453<br />Acme Inc HQ<br />Acme UK<br />Data Transformation<br />Postal <br />Standards<br /> Re-parent <br />Child Records<br />Load to <br />Production<br />Demographics<br />Mergers, acquisitions, spin-offs<br />Account: Division, Opportunity, Contact<br />Archiving & Filtering<br />
    22. 22. Standardize<br />Accounts names: Inc vs. Incorp., INC, incorporated; Ltd vs LTD, Limited<br />Opportunity names: i.e. Name – Product: “Acme – 250 Tschotchkes”<br />Country/State: use validation to standardize TX vs Texas, USA vs. U.S.<br />Postal Code: use validation rules for proper format in US/CAN: xxxxx-xxxx<br />Contact info: use pick lists for roles, titles, department: Marketing vd. Mktg<br />Look for useful validation rules in Help & Training!<br />
    23. 23. Cleanse your Data<br /><ul><li>Correct inaccuracies and inconsistencies
    24. 24. Find and replace bad or missing data
    25. 25. Remove or merge duplicates
    26. 26. Leverage all users to fix data (it’s their data)
    27. 27. Archive irrelevant and old data
    28. 28. Leverage automated routines/tools
    29. 29. Routinely reconcile Salesforce data against other data points/systems</li></li></ul><li>Cleanse your Data<br />Prioritize your data control process<br /><ul><li>Fix high visibility/usage information first (duplicates, addresses, emails)
    30. 30. Fix business specific information next (opportunity types, stages etc)
    31. 31. Remove duplicate fields (don’t repeat account info on contact)
    32. 32. Remove irrelevant fields</li></li></ul><li> Enrich: Data Augmentation<br />Add missing information from 3rd party sources<br />Understand what data would provide additional value<br />Add internally available account intelligence<br />
    33. 33. Integrate<br />
    34. 34. 4 Resources to Help Automate<br />Jigsaw<br />Workflow<br />Integration points<br />Force.com<br />
    35. 35. 4<br />Data Management ApplicationsForce.com Appexchange app considerations <br />list not all encompassing<br />
    36. 36. Tools for Managing Data Quality<br />Web-to-X<br />Excel Connector<br />Data Loader<br />Analyze and cleanse data<br />Leverage tools to prevent duplicates before passing to Salesforce real-time<br />Import data from various file sources <br />Validation Rules<br />Data Quality Analytics<br />Use reports and dashboards to measure data quality<br />Use Validation Rules and Workflow<br />
    37. 37. Web to X<br /><ul><li> Prevent duplicates leads when using W2L
    38. 38. Visit our AppExchange for more information</li></li></ul><li>Validation Rules<br /><ul><li> Enforce your standards before you save the record</li></li></ul><li>Excel Connector <br /><ul><li> Analyze
    39. 39. Cleanse
    40. 40. Enforce your standards</li></li></ul><li>Data Loader<br /><ul><li> Extract
    41. 41. Analyze
    42. 42. Cleanse
    43. 43. Import</li></li></ul><li>Reports & Dashboards<br />Use reports & dashboards to measure quality<br />
    44. 44. Tools & Resources<br />AppExchange - Data Quality tools and offerings<br />Data Quality Analysis Dashboards<br />Integration & Data Management <br />Data Cleansing<br />De-duplication Tools - Search term “Data Quality” <br />Salesforce.com Data Tools<br />Apex Data Loader and Excel Connector<br />Salesforce Professional Services<br />Data Quality Assessment and Cleansing Solutions<br />Additional Dreamforce Sessions<br />Data Quality for Beginners<br />Data Nirvana<br />Data Done Right <br />
    45. 45. Jennifer Taylor<br />Marketing Operations Manager, SunGard<br />
    46. 46. All About SunGard<br />After 25 years of developing software and managing the systems that help financial services institutions run their business, SunGard is still a leader. Our prestigious track record of industry awards is a reflection of our deep understanding of the specialized, mission-critical business processes that lie at the heart of the banking, securities and investments, and insurance industries.  From the beginning, we have applied our expertise to better serve our customers.<br />Com<br /><ul><li>INDUSTRY: Software & IT Services
    47. 47. EMPLOYEES: 16,000
    48. 48. GEOGRAPHY: Global
    49. 49. #USERS: 2000+
    50. 50. PRODUCT(S) USED: SFA, Marketing, Service & Support, 5 downloaded AppExchange applications</li></li></ul><li>Overview<br />What is a lead?<br />How we manage lead imports through cases and DemandTools <br />How we use SPOT to get a holistic view of “genuine” duplicate leads<br />Sales tools to research and validate leads<br />
    51. 51. What is a Lead to SunGard?<br />Leads are an extension of the sales funnel – “above the funnel” information<br />Leads are potential opportunities (with contact information)<br />Just as a contact can be associated to multiple opportunities, the same contact information can be on multiple leads<br />Leads are only de-duped within a segment/product line<br />
    52. 52. What is a Lead to SunGard?<br />
    53. 53. How SunGard Manages Lead Imports<br />All lead import/de-dupe requests are submitted via internal salesforce.com case with an attached import spreadsheet using a provided template<br />Lead imports offered as a centralized serviced (not viewed as a user limitation)<br />The standard turnaround time for a lead import/de-dupe is 24 – 72 hours <br />We use Demand Tool’s People Import to de-dupe on segment/product line, email address, and last name when importing <br />
    54. 54. How SunGard Manages Lead Imports<br />
    55. 55. How SunGard Manages Lead Imports<br />
    56. 56. SPOT – Single Point of Truth<br />SPOT joins all leads/contacts with the same email address for a holistic view of:<br />Subscription preferences<br />Campaign activity<br />Email results<br />SPOT helps eliminate concerns of “genuine” duplicates providing a holistic view<br />
    57. 57. SPOT – Single Point of Truth<br />
    58. 58. “LinkedIn” from Lead or Contact<br />
    59. 59. Updates from Jigsaw from a Lead or Contact<br />
    60. 60. Jon Miller<br />VP Marketing, Marketo<br />Author Modern B2B Marketing<br />
    61. 61. About Marketo<br />Revenue Performance Management solutions (marketing automation, sales insight, ROI analytics) that significantly increase marketing and sales success for more than 800 mid-sized and enterprise worldwide<br /><ul><li>Salesforce
    62. 62. Jigsaw for Salesforce
    63. 63. Salesforce Community
    64. 64. Marketo Lead Management / Marketing Automation
    65. 65. Marketo Sales Insight
    66. 66. Marketo Revenue Cycle Analytics</li></li></ul><li>Marketo’s Revenue Cycle<br />MQL<br />SQL<br />SAL<br />Prospect & Recycled<br />SalesLead<br />Opportunity<br />Customer<br />Awareness<br />All Names<br />Lead<br />Engaged<br />Marketing<br />SDR<br />Sales<br />
    67. 67. By Industry: 82%<br />By Role: 67%<br />Doers vs. Buyers<br />Job Function<br />By Company Size: 49%<br />By Geography: 29%<br />MQL<br />Need Quality Information about Prospects<br />SQL<br />SAL<br />Prospect & Recycled<br />SalesLead<br />Opportunity<br />All Names<br />Engaged<br />Lead<br />
    68. 68. Generating Names and Prospects<br />
    69. 69. Problems With Self-Submitted Data<br />
    70. 70. Short Forms Outperform Long Forms<br />Short Form (5 fields)<br />Conversion rate: 13.4%<br />Cost per: $31.24<br />Medium Form (7 fields)<br />Conversion rate: 12.0%<br />Cost per: $34.94<br />Long Form (9 fields)<br />Conversion rate: 10.0%<br />Cost per: $41.90<br />
    71. 71.
    72. 72. Progressive Profiling<br />
    73. 73. Data Augmentation<br />Real-Time & Batch Import (Weekly)<br />
    74. 74. Jigsaw Results<br />Matches for 39% of leads and 70% of accounts<br />Industry, Revenue, and Employee count populated on all fields<br />Graveyard leads and contacts moved to unsubscribe<br />Early but seeing improvements in nurturing quality and scoring relevance<br />
    75. 75. Jim Cleveland<br />Manager Corporate Sales, Jigsaw<br />
    76. 76. All Companies Struggle in Some Way with Data<br />Average Dirty Data Found in Customers Before Jigsaw<br />90%<br />74%<br />21%<br />7%<br />Incomplete<br />Need Updates<br />Dead<br />Duplicate<br />
    77. 77. The Cloud Shows Us a Better Way to Manage Data<br />Socially Aggregated<br />Real Time<br />No Software<br />xxx<br />xx<br />Weather Data<br />Restaurant Data<br />Stock Data<br />Movie Data<br />Traffic Data<br />12,568,906 users made…<br />395,177,595 edits to…<br />20,676,516 articles<br />The data you need finds you…right away<br />2014: <br />50% of software<br />deployments in the cloud*<br />*Source: Shaugatuck Technology 2010 Cloud Business Solutions<br />
    78. 78. The Crowd is More Precise<br />70% <br />Direct Dial Numbers<br />100% <br />Complete Contacts<br />10x<br />More <br />Titles<br />Director of…<br /> Marketing…<br />Viral Marketing…<br />Enterprise Marketing…<br />Social Media…<br />Email Marketing…<br />Name<br />Title<br />Dept<br />Email<br />Phone<br />Address<br />Ext. 3415<br />
    79. 79. Leverage the Cloud with Jigsaw<br />1.4 million + members<br />200,000 updates/month<br />Robert Johnson<br />(415) 536-2283<br />Improve Productivity with Clean Services <br />
    80. 80. Access Clean Data Within the Sales Cloud<br />for Salesforce<br />Instant source of 24M+ new leads<br />Unlimited, free research into 4M+ new accounts<br />Reps are productive with clean data<br />
    81. 81. Jigsaw Delivers Across the Complete Plan<br />1<br />2<br />5<br />4<br />3<br />Standardize<br />Cleanse<br />Validate<br />Enrich/Integrate/<br />Automate<br />De-dupe<br />Names<br /> Load to <br />Sandbox<br />Find & <br />Replace<br /> Identify, <br />Match & Score<br />acme incorp.-> Acme Inc<br />Hot  HighCold  Low<br />Company <br />Name & Address<br />J. Smith, John Smith – 80%<br />Naming Conventions<br />Addresses<br />Validate <br />&Modify<br /> Merge<br />US, U.S, U.S.A -> USA <br />Hierarchy Data<br />Acme-Widgets-453<br />J. Smith, John Smith -> John Smith<br />Acme Inc HQ<br />Acme UK<br />Data Transformation<br />Postal <br />Standards<br />Load to <br />Production<br /> Re-parent <br />Child Records<br />Demographics<br />Mergers, acquisitions, spin-offs<br />Account: Division, Opportunity, Contact<br />Archiving & Filtering<br />
    82. 82. Question & Answer<br />Jorge Villamariona<br />Sales Engineer<br />Jennifer Taylor<br />Marketing Operations Manager<br /> Jon Miller <br />Vice President of Marketing<br />TWITTER @jonmiller2<br />James Cleveland<br />Corporate Sales Manager<br />
    83. 83. Action Plan<br />Data Culture<br />Establish a mindset that data quality is everyone’s responsibility<br />Analyze<br />Analyze and understand your data<br />Plan<br />Set goals and map your path to get there<br />Implement data management processes to improve your data quality<br />Standardize, Enrich <br />& Clean<br />Integrate & Automate<br />Leverage integrations and automation to drive data quality<br />Maintain<br />Deploymechanisms to protect and track data quality against goals<br />
    84. 84. Improvement Checklist <br />Do you understand what data you have in Salesforce?<br />Where is it coming from? What is wrong? What is the business impact?<br />Have you cleaned your data?<br />Identify data owners, ensure permissions are up to date (CRUD)<br />Remove duplicates (manually and through tools or partners)<br />Have you integrated and automated your data?<br />Do your applications tie together?<br />Are validation rules in place?<br />Have you augmented your data?<br />Have you added information to help your sales users?<br />Do you monitor your data?<br />Get the reports, dashboards and automation in place to monitor the health of your data<br />Do you have a good data quality culture?<br />Is everyone trained and contributing to your data quality? Do users trust the data?<br />
    85. 85. Cleaner Data, Higher Adoption, Better Leads<br />
    86. 86. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />

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