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Place image hereThe Impact of DataManagement onMarketing Efficiencyand ResultsMichael Bird, CEO - NetProspexMatt Heinz, Pr...
2#SDSummit @HeinzMarketing @NetProspexAgenda• The current state of B2B data – Michael• Data management in action – Matt• Q&A
3#SDSummit @HeinzMarketing @NetProspexThe State of B2B Data:More than48Mpeople changed jobsin 2011188%of IT buyers admit t...
4#SDSummit @HeinzMarketing @NetProspex$100if nothing is doneWhy You Should Care$10 to cleanseand de-dupe itDirty data isn’...
5#SDSummit @HeinzMarketing @NetProspexNetProspex Data Health Scale
6#SDSummit @HeinzMarketing @NetProspexBest Practice Areas
7#SDSummit @HeinzMarketing @NetProspexRecord DuplicationAverageHealth Score:4.3Bloated databaseIncreased costs>50%have eli...
8#SDSummit @HeinzMarketing @NetProspexRecord CompletenessAverageHealth Score:2.561%said 35% or moreof their recordswere in...
9#SDSummit @HeinzMarketing @NetProspexEmail DeliverabilityAverageHealth Score:2.841%reported email deliverability below 70...
10#SDSummit @HeinzMarketing @NetProspexPhone ConnectabilityAverageHealth Score:1.258%Average % UnconnectablePhone Numbers8...
11#SDSummit @HeinzMarketing @NetProspexDownload the Benchmark Reporthttp://bit.ly/databmr
12#SDSummit @HeinzMarketing @NetProspexData management in action
13#SDSummit @HeinzMarketing @NetProspexTIP 1: Know the state ofyour database.
14#SDSummit @HeinzMarketing @NetProspexTIP 2: Forget the sexy stuff. Clean the data.74%92%DeliverabilityBefore After1.2%3....
15#SDSummit @HeinzMarketing @NetProspexTIP 3: Using automation? Use the right fuel.39%94%DatabasecompletenessBefore After
16#SDSummit @HeinzMarketing @NetProspex
17#SDSummit @HeinzMarketing @NetProspexFill the gaps4.5%7.8%3.0%4.0%5.0%6.0%7.0%8.0%9.0%Form ConversionBefore AfterJohnSmi...
18#SDSummit @HeinzMarketing @NetProspexTIP 4: Take advantage of big data insightsTech install data delivered:- Higher resp...
19#SDSummit @HeinzMarketing @NetProspexFundamentals for ImprovingData QualityMake regular (at least quarterly)cleansing of...
20#SDSummit @HeinzMarketing @NetProspexYour turn: questions?mbird@netprospex.comMichael BirdCEO / NetProspexmatt@heinzmark...
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The impact of data management on marketing efficiency and results

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The impact of data management on marketing efficiency and results

  1. 1. Place image hereThe Impact of DataManagement onMarketing Efficiencyand ResultsMichael Bird, CEO - NetProspexMatt Heinz, President - Heinz Marketing Inc.
  2. 2. 2#SDSummit @HeinzMarketing @NetProspexAgenda• The current state of B2B data – Michael• Data management in action – Matt• Q&A
  3. 3. 3#SDSummit @HeinzMarketing @NetProspexThe State of B2B Data:More than48Mpeople changed jobsin 2011188%of IT buyers admit to lyingon registration forms211 US Bureau of Labor Statistics2 Janrain research
  4. 4. 4#SDSummit @HeinzMarketing @NetProspex$100if nothing is doneWhy You Should Care$10 to cleanseand de-dupe itDirty data isn’t just amarketing problem, it’s aBUSINESS PROBLEM!$1to verify arecord as it isentered
  5. 5. 5#SDSummit @HeinzMarketing @NetProspexNetProspex Data Health Scale
  6. 6. 6#SDSummit @HeinzMarketing @NetProspexBest Practice Areas
  7. 7. 7#SDSummit @HeinzMarketing @NetProspexRecord DuplicationAverageHealth Score:4.3Bloated databaseIncreased costs>50%have eliminatedduplicates
  8. 8. 8#SDSummit @HeinzMarketing @NetProspexRecord CompletenessAverageHealth Score:2.561%said 35% or moreof their recordswere incomplete
  9. 9. 9#SDSummit @HeinzMarketing @NetProspexEmail DeliverabilityAverageHealth Score:2.841%reported email deliverability below 70%28%Average % ofUndeliverable Emails
  10. 10. 10#SDSummit @HeinzMarketing @NetProspexPhone ConnectabilityAverageHealth Score:1.258%Average % UnconnectablePhone Numbers80%had < 50% phoneconnectability
  11. 11. 11#SDSummit @HeinzMarketing @NetProspexDownload the Benchmark Reporthttp://bit.ly/databmr
  12. 12. 12#SDSummit @HeinzMarketing @NetProspexData management in action
  13. 13. 13#SDSummit @HeinzMarketing @NetProspexTIP 1: Know the state ofyour database.
  14. 14. 14#SDSummit @HeinzMarketing @NetProspexTIP 2: Forget the sexy stuff. Clean the data.74%92%DeliverabilityBefore After1.2%3.4%Response RatesBefore After0.3%1.1%Lead ConversionBefore After
  15. 15. 15#SDSummit @HeinzMarketing @NetProspexTIP 3: Using automation? Use the right fuel.39%94%DatabasecompletenessBefore After
  16. 16. 16#SDSummit @HeinzMarketing @NetProspex
  17. 17. 17#SDSummit @HeinzMarketing @NetProspexFill the gaps4.5%7.8%3.0%4.0%5.0%6.0%7.0%8.0%9.0%Form ConversionBefore AfterJohnSmithJsmith@Acme.comACME Inc.
  18. 18. 18#SDSummit @HeinzMarketing @NetProspexTIP 4: Take advantage of big data insightsTech install data delivered:- Higher response rates- Lower unsubscribe rate- Higher lead conversionsDatabaseAdministratorUnknownDatabaseAdministratorrunning Oracle or SQL“…The install data from NetProspex gave me the confidencethat we’ll be targeting the precise audience we want.”Alisa Goldschmidt, Confio Software
  19. 19. 19#SDSummit @HeinzMarketing @NetProspexFundamentals for ImprovingData QualityMake regular (at least quarterly)cleansing of the database abusiness mandate.Make your inbound sources workbetter with registration appendservices, input masks, drop downselections and progressive profiling.Employ best practices whenpurchasing list data.Conduct a DataHealthScan tofigure out where you stand.
  20. 20. 20#SDSummit @HeinzMarketing @NetProspexYour turn: questions?mbird@netprospex.comMichael BirdCEO / NetProspexmatt@heinzmarketing.comMatt HeinzPresident / Heinz Marketing

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