Data Nirvana<br />Administrators<br />Cheryl Stevenson: Vision Critical<br />Tom Bueno: PayPal<br />Greg Malpass: Jigsaw<b...
Simon Church<br />salesforce.com<br />
Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may c...
Agenda<br />Costs of Having Bad Data<br />Vision Critical<br />PayPal<br />Jigsaw<br />Q & A<br />
Key Takeaways<br />Before you leave this session you should know:<br />The impact poor data can have on your organization<...
Good Data is the Lifeblood of Sales & Marketing<br />Business <br />Cards<br />Marketing Lists<br />Sales Reps<br />Web Fo...
And a Real Impact on Sales Organizations<br />One sales rep calling 12 wrong numbers a day wastes 20+ hours a month.<br />...
Even When You Do, It Goes Bad…Fast<br />70% of Contact Data Outdated<br />after 12 Months1<br />65% of titles incorrect<br...
The Costs Add Up<br />Phone:  $3.29<br />Mail:  $1.78<br />Email: $0.25<br />$336,700<br />=<br />100,000<br />Records<br ...
Impact of Having Inaccurate Address Data<br />Sales and marketing:<br />Waste in materials, labor, time and postage<br />L...
Cheryl Stevenson, VP Demand Marketing<br />Vision Critical<br />
About Vision Critical<br />Technology-based research company<br />Established in 2000<br />2009 revenue growth: 50%<br />W...
History of Data Challenges: Wild West of CRM<br />Pace of company growth<br /><ul><li>Infrastructure not able to keep up; ...
Database growing at same rate as company
Cowboys
Disparate sales teams across company
Not all using same CRM systems
Number of new users arriving with legacy data (dirty laundry)
Previous failed attempts
No clear data owner & thus, no governance!
Lack of executive visibility & buy-in</li></li></ul><li>Example: Sending a Holiday Card to Clients<br />
Bad Data: Costs to the Company<br /><ul><li>Marketing & Sales
Communication collisions to prospect database
Measurement: which tactics or campaigns worked?
Wasted effort on campaigns sent to Scooby-Doo
No method / means of going after new markets
Pipeline Visibility & Insight (lack of!)
Client service team resourcing and efficiency
Cost of errors in opportunities
Cost of new opportunities not identified
Cost of cross/up-sell to existing clients missed</li></li></ul><li>The Solution: Process to Get Started <br />Validation R...
The Solution: Process to Get Started <br />2. Enforce consistency through:<br />Required fields when necessary<br />Pickli...
The Solution: Tools to Support Process<br />Jigsaw<br />Continuous data appending<br />Retire aged data<br />Add new data ...
The Results<br />360 degree view of client<br />Strategic selling  higher revenue<br />Client satisfaction<br />Smarter m...
Tom Bueno<br />Manager<br />SalesforceTechnology<br />PayPal Inc.<br />
About PayPal<br />1,053 active users<br />Global implementation<br />727,107 Accounts<br />807,258 Opportunities<br />Part...
The Evolution of Data Quality for PayPal<br />Identify the Challenges<br />Identify the Model<br />Implement the model<br ...
Data Quality Challenges<br />Cause<br />Organically grown implementation<br />Multiple groups using the same records for d...
Identify the Model<br />Create a model with clear ownership of records/process<br />
Implement the Model<br />Secure executive sponsorship<br />Secure resources and budget <br />Build the solution in Sandbox...
Clean the Data<br />What is a duplicate?<br />Which record survives?<br />What happens to the duplicate?<br />What tools w...
Protect the Data<br />All data loads and updates must be approved<br />Validation rules<br />Ensures complete and uniform ...
Result<br />30% increase in active user adoption<br />42% increase in user base Globally<br />15% increase in user product...
Keys to Success<br />Executive Sponsorship<br />The mandate for data quality is driven from the top down<br />Change Manag...
Greg Malpass<br />Professional Services<br />Jigsaw Data Corporation<br />
Too much for 12 minutes<br />www.datanirvana.com<br />www.datanirvana.com<br />Tools                                     R...
Achieving Nirvana is a two step process<br />1.  Establish you data quality baseline<br />-Define your measures of quality...
Baseline<br />Completeness<br />Consistency<br />Freshness<br />
Benchmark against third party data <br />Ideal benchmark is accuracy<br />
No one get’s to Nirvana alone<br />Customers<br />Users<br />Tools and Systems<br />
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Data Nirvana

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One of the major issues that every organization faces is the quality of the data coming into the system. But if you think data nirvana doesn't exist, we're ready to prove you wrong! This session will provide several easily implemented solutions to help you start getting the quality data that you want into Salesforce.

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  • And even when you finally do get your hands on good data…it starts to go bad…right away.As people change jobs, get new cell phones, get promoted. This happens even more frequently in today’s world.In fact, after a year, about 70% of data is out of date in some way.And this has a big impact…bad data is the #1 cause of CRM failure according to Gartner.
  • First. Know where you are, before you start to moveIf we lived in keynsian world, we’d have perfect information and all would be blissfulWhile accuracy is the #1 way of measutimng DQ it is also impossibleNext best would be pushing up against someone elses dataLast and still pretty good: Look at indicators
  • First. Know where you are, before you start to moveIf we lived in keynsian world, we’d have perfect information and all would be blissfulWhile accuracy is the #1 way of measutimng DQ it is also impossibleNext best would be pushing up against someone elses dataLast and still pretty good: Look at indicators
  • So, you now know what you already feared. Your data needs help. While cleaning up bad data is no fun, the ourcome is incredibly rewarding. Why not enlist some help if DQ is so important?
  • First, Look at the usersConsider what you can do without harming adoptionRequired fields – GoodValidation Rules – BrilliantWhy: you can choose when you ask themThere are no workaroundsYou can control the feedback/failure messagesYou can trust the dataYou can continually improve them and refine themBlocking personal domains. Typical data entry errorsData Formatting
  • First, Look at the usersConsider what you can do without harming adoptionRequired fields – GoodValidation Rules – BrilliantWhy: you can choose when you ask themThere are no workaroundsYou can control the feedback/failure messagesYou can trust the dataYou can continually improve them and refine themSFDC Validation, workflow, record types – relevanceButtonize – sales actions, quick hits, drive app stickinessMobile and Chatter – flex the tools you haveCopy2Contact – easy way for reps to move data into SFDC realtimeEmbrace quoting in SFDC - Too complex? Give them kickstart templatesPolish your email templates – Content deliveries. Intro. Call follow-upsConsider SFDC mail merge capabilities – Account plans? Build custom applications – embrace the single system approachKILL EXCEL wherever possible. When you find it. Absorb, replicate, schedule.Goal: Turn users into data stewardsStrategy: Be fair of what you ask, and make it worth their while Top 3 Tools:
  • First, Look at the usersConsider what you can do without harming adoptionRequired fields – GoodValidation Rules – BrilliantWhy: you can choose when you ask themThere are no workaroundsYou can control the feedback/failure messagesYou can trust the dataYou can continually improve them and refine themSFDC Validation, workflow, record types – relevanceButtonize – sales actions, quick hits, drive app stickinessMobile and Chatter – flex the tools you haveCopy2Contact – easy way for reps to move data into SFDC realtimeEmbrace quoting in SFDC - Too complex? Give them kickstart templatesPolish your email templates – Content deliveries. Intro. Call follow-upsConsider SFDC mail merge capabilities – Account plans? Build custom applications – embrace the single system approachKILL EXCEL wherever possible. When you find it. Absorb, replicate, schedule.Goal: Turn users into data stewardsStrategy: Be fair of what you ask, and make it worth their while Top 3 Tools:
  • Case closePost sales surveyInterim lead formsPre contract workflowLegal verification
  • Use pre-built vlookup tables for clean upLeverage pivot tables to get outlier data values
  • CRM FusionManaging duplicates – CRM Fusion and PreBuilt Merge RoutinesData Appends and Updates – Jigsaw for Salesforce, or manual effortsDon’t forget about the Excel Connector – PE Customers too!List acquisition – ListGrabber Pro – best $120 you’ll spendNeatDesk – scan printed lists into CSV and import to SfDCUse ETL where appropriate – data syncronization, updates, rules, cleansingApp Exchange!
  • CRM FusionManaging duplicates – CRM Fusion and PreBuilt Merge RoutinesData Appends and Updates – Jigsaw for Salesforce, or manual effortsDon’t forget about the Excel Connector – PE Customers too!List acquisition – ListGrabber Pro – best $120 you’ll spendNeatDesk – scan printed lists into CSV and import to SfDCUse ETL where appropriate – data syncronization, updates, rules, cleansingApp Exchange!
  • CRM FusionManaging duplicates – CRM Fusion and PreBuilt Merge RoutinesData Appends and Updates – Jigsaw for Salesforce, or manual effortsDon’t forget about the Excel Connector – PE Customers too!List acquisition – ListGrabber Pro – best $120 you’ll spendNeatDesk – scan printed lists into CSV and import to SfDCUse ETL where appropriate – data syncronization, updates, rules, cleansingApp Exchange!
  • Data Nirvana

    1. 1. Data Nirvana<br />Administrators<br />Cheryl Stevenson: Vision Critical<br />Tom Bueno: PayPal<br />Greg Malpass: Jigsaw<br />Simon Church: salesforce.com<br />
    2. 2. Simon Church<br />salesforce.com<br />
    3. 3. 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 />
    4. 4. Agenda<br />Costs of Having Bad Data<br />Vision Critical<br />PayPal<br />Jigsaw<br />Q & A<br />
    5. 5. Key Takeaways<br />Before you leave this session you should know:<br />The impact poor data can have on your organization<br />The symptoms of poor data quality<br />How to formulate a strategy to achieve Data Nirvana<br />How to establish a plan to prevent poor data quality in the future<br />How to create a culture of maintaining clean data<br />Tips and tricks to achieve Data Nirvana<br />
    6. 6. Good Data is the Lifeblood of Sales & Marketing<br />Business <br />Cards<br />Marketing Lists<br />Sales Reps<br />Web Forms<br />Critical for Prospecting<br />Required for Customer Analysis<br />
    7. 7. And a Real Impact on Sales Organizations<br />One sales rep calling 12 wrong numbers a day wastes 20+ hours a month.<br />Average Dirty Data Found in New Jigsaw Customers:<br />90%<br />74%<br />21%<br />7%<br />1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.<br />Incomplete<br />Need Updates<br />Dead<br />Duplicate<br />
    8. 8. Even When You Do, It Goes Bad…Fast<br />70% of Contact Data Outdated<br />after 12 Months1<br />65% of titles incorrect<br />42% of addresses incorrect<br />43% of phone numbers incorrect<br />37% of email addresses incorrect<br />2010<br />2009<br />1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.<br />
    9. 9. The Costs Add Up<br />Phone: $3.29<br />Mail: $1.78<br />Email: $0.25<br />$336,700<br />=<br />100,000<br />Records<br />X<br />Marketing Waste<br />$412,800<br />100 Reps<br />@ $28.87/hr<br />=<br />33 Min<br />Rep/Day<br />X<br />Sales Waste<br />*Direct mail & Phone cost (Source: DMA), Email: $.25 (Source Court Cunnigham, VP of DartMail)<br />Hourly Compensation Source: Bureau of Labor Statistics<br />
    10. 10. Impact of Having Inaccurate Address Data<br />Sales and marketing:<br />Waste in materials, labor, time and postage<br />Lost sales and marketing opportunities<br />Mailing/Fulfillment:<br />Deliveries are late or returned<br />Additional handling time<br />Additional repackaging and postage costs<br />Customer Support<br />Unreceived packages puts pressure on customer support team<br />Reputation of company may be damaged<br />Finance<br />Payments arrive late or not at all<br />Cash flow impacted<br />
    11. 11. Cheryl Stevenson, VP Demand Marketing<br />Vision Critical<br />
    12. 12. About Vision Critical<br />Technology-based research company<br />Established in 2000<br />2009 revenue growth: 50%<br />World’s most adopted online research platform<br />Used by 25% of the world’s top brands<br />Led by CEO and market research veteran, Angus Reid <br />
    13. 13. History of Data Challenges: Wild West of CRM<br />Pace of company growth<br /><ul><li>Infrastructure not able to keep up; not IT supported tool
    14. 14. Database growing at same rate as company
    15. 15. Cowboys
    16. 16. Disparate sales teams across company
    17. 17. Not all using same CRM systems
    18. 18. Number of new users arriving with legacy data (dirty laundry)
    19. 19. Previous failed attempts
    20. 20. No clear data owner & thus, no governance!
    21. 21. Lack of executive visibility & buy-in</li></li></ul><li>Example: Sending a Holiday Card to Clients<br />
    22. 22. Bad Data: Costs to the Company<br /><ul><li>Marketing & Sales
    23. 23. Communication collisions to prospect database
    24. 24. Measurement: which tactics or campaigns worked?
    25. 25. Wasted effort on campaigns sent to Scooby-Doo
    26. 26. No method / means of going after new markets
    27. 27. Pipeline Visibility & Insight (lack of!)
    28. 28. Client service team resourcing and efficiency
    29. 29. Cost of errors in opportunities
    30. 30. Cost of new opportunities not identified
    31. 31. Cost of cross/up-sell to existing clients missed</li></li></ul><li>The Solution: Process to Get Started <br />Validation Rules<br />
    32. 32. The Solution: Process to Get Started <br />2. Enforce consistency through:<br />Required fields when necessary<br />Picklists<br />Help<br />3. Data imports via one method<br />
    33. 33. The Solution: Tools to Support Process<br />Jigsaw<br />Continuous data appending<br />Retire aged data<br />Add new data from reliable source<br />CRM Fusion<br />Scheduled de-dupe (complex or simple)<br />Manual clean<br />Conga Composer<br />
    34. 34. The Results<br />360 degree view of client<br />Strategic selling  higher revenue<br />Client satisfaction<br />Smarter marketing<br />And so much more to come!<br />
    35. 35. Tom Bueno<br />Manager<br />SalesforceTechnology<br />PayPal Inc.<br />
    36. 36. About PayPal<br />1,053 active users<br />Global implementation<br />727,107 Accounts<br />807,258 Opportunities<br />Partner Portal User<br />Integrated via Cast Iron<br />Xactly User<br />Demand Tools/Dupe Blocker<br />Conga Merge<br />Work-It<br />PayPal is the faster, safer way to pay and get paid online. The service allows members to send money without sharing financial information, with the flexibility to pay using their account balances, bank accounts, credit cards or promotional financing. With more than 90 million active accounts in 190 markets and 24 currencies around the world, PayPal enables global ecommerce. PayPal is an eBay company and is made up of three leading online payment services: the PayPal global payment service, the Payflow Gateway and Bill Me Later. <br />Implementation highlights<br />
    37. 37. The Evolution of Data Quality for PayPal<br />Identify the Challenges<br />Identify the Model<br />Implement the model<br />Cleanse the Data<br />Protect the Data<br />
    38. 38. Data Quality Challenges<br />Cause<br />Organically grown implementation<br />Multiple groups using the same records for different purposes<br />No change management<br />Huge amount of duplicate records<br />Lack of Executive Sponsorship<br />Effect<br />No master/single source of truth<br />Lack of confidence in reporting<br />Dashboards are ineffective<br />Inability to develop scalable solutions<br />User adoption suffers<br />
    39. 39. Identify the Model<br />Create a model with clear ownership of records/process<br />
    40. 40. Implement the Model<br />Secure executive sponsorship<br />Secure resources and budget <br />Build the solution in Sandbox<br />Test<br />Training<br />Rollout<br />
    41. 41. Clean the Data<br />What is a duplicate?<br />Which record survives?<br />What happens to the duplicate?<br />What tools will you use?<br />Who will manage data quality?<br />
    42. 42. Protect the Data<br />All data loads and updates must be approved<br />Validation rules<br />Ensures complete and uniform data<br />Reports to identify bad data<br />Configure reports so bad data rises to the top<br />Maintenance tools<br />Demand Tools<br />Dupe Blocker<br />
    43. 43. Result<br />30% increase in active user adoption<br />42% increase in user base Globally<br />15% increase in user productivity<br />Comprehensive reports and dashboards<br />Scalable platform to build future SFA<br />
    44. 44. Keys to Success<br />Executive Sponsorship<br />The mandate for data quality is driven from the top down<br />Change Management Process/Policy<br />All changes must be vetted<br />Twice weekly CR review<br />Twice monthly Governance, Code Prioritization and Project reviews<br />Remain flexible to the needs of the business<br />What works for some may not work for all<br />Identify the best process for your business<br />
    45. 45. Greg Malpass<br />Professional Services<br />Jigsaw Data Corporation<br />
    46. 46. Too much for 12 minutes<br />www.datanirvana.com<br />www.datanirvana.com<br />Tools Resources Ideas and Sharing<br />
    47. 47. Achieving Nirvana is a two step process<br />1. Establish you data quality baseline<br />-Define your measures of quality<br />-Develop a means of benchmarking<br />2. Engage resources to assist in rapid data improvement<br /> -Users<br /> -Customers<br /> -Tools<br />
    48. 48. Baseline<br />Completeness<br />Consistency<br />Freshness<br />
    49. 49. Benchmark against third party data <br />Ideal benchmark is accuracy<br />
    50. 50. No one get’s to Nirvana alone<br />Customers<br />Users<br />Tools and Systems<br />
    51. 51. Force quality data when possible<br />Use Validation rules over required fields<br />Validate Data<br />Quality Formats<br />Conditional Required Fields<br />Help & Training<br />
    52. 52. Favorite – Validation Rules/Workflow<br />Validation – appropriate questions<br />Set required fields on stage change<br />Expose obvious errors<br />Validate data before quoting<br />Workflow – if you can figure it out, don’t ask<br />If state is blank, fill in based on phone area code<br />Auto standardize country spelling / ISO code<br />If state format is wrong, fix it<br />Auto-set close date when deal is closed<br />
    53. 53. Make constructive use of data<br />Save reps time, email merge templates<br />
    54. 54. Help users get a headstart<br />Roll-Out quote functionality in Salesforce<br />Phase it out<br />Don’t stop at quoting<br />Make your docs “brilliant”<br />Consider e-Signature<br />
    55. 55. Engage customers in the process<br />Consider using an embedded survey solution<br />On Action survey is sent<br />Append <br />Update<br />Insert<br />
    56. 56. Leverage native salesforce.com functionality<br />Use the Request Update button<br />
    57. 57. Get free tools to assist with changes<br />Salesforce connector<br />Quick batch improvements<br />Works with Professional and above<br />Quick and easy<br />
    58. 58. Employ tools, leverage free data – paper/lead sheets<br />
    59. 59. Employ tools, leverage free data – open page, click, csv<br />Constantly be on the search for better data. <br />Acquire, Compare, Append, Insert<br />
    60. 60. Employ tools, leverage free data – highlight, click, lead<br />Easy data capture for users<br />
    61. 61. Get a strategy for managing duplicates<br />Make merge predictable<br />Involve users<br />Don’t settle for stock<br />
    62. 62. Final Steps, some useful tools <br />Free validation rules and workflow <br />Data Quality formula and Dashboard<br />Extended trial of CRM Fusion, 14 days, with Free Merge Routines<br />Clicktools for SalesforceSurveys<br />Free trial of Conga <br />Free trial of Copy to Contact<br />sForce Connector<br />More…<br />
    63. 63. D I S C O V E R<br />Visit Customer Success Team at Campground<br />the products, services and resources <br />that help you achieve<br />S U C C E S S<br />Learn about how to win prizes including 10 iPads& more!<br />Find us at the Customer Success Team area of Salesforce.com Campground at Moscone North<br />Discover Training Learning Paths<br />Meet Success Experts<br />Learn about Customer Resources<br />Experience Product Demos<br />
    64. 64. Data Nirvana<br />
    65. 65. 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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