Data quality issues can have impacts across the business from finance and operations to sales and marketing. In the case of the latter, poor data quality can significantly impact the effectiveness of activities to acquire and retain customers, from campaign targeting, through lead qualification to opportunity conversion. Quantifying these issues and highlighting how they can be used to justify investment in data quality, this presentation to the joint BCS/DAMA June 2010 meeting seeks to bring to live the importance of data quality at the commercial end of the business.

1. BCS DMSG/DAMA Does Data Quality matter? View from the business Simon Daniels Director, Marketing Operations Consulting Percassity Marketing Data Solutions

6. Key dimensions for Sales & Marketing = De-duplication and matching ✔ Consistency O Completeness Email address validation Address Standardisation Compliancy Recency

7. Strategic shift? “ We’re seeing a strategic shift in approach in strong organizations, from one of data cleansing (a project with a set completion date) to data maintenance (ongoing policies and procedures to maintain data quality)” SiriusDecisions

9. The demand waterfall Response Marketing Qualified Lead Sales Accepted Lead Opportunity Win/Loss

14. Cost of bad data Source: SiriusDecisions. Nearly 70% uplift!

19. Gary Palmer , Information Alchemy Achieve data quality by involving everyone who touches and uses data Users care passionately about data when it's part of what they do Only by seeing the true state of the data can users take responsibility Allow “Fitness for Purpose” standards to emerge Bottom Up & Top Down  Perpetual Beta  The Long Tail  Dynamic Self-Organising Communities  Mass Peer Publishing & Review  Empower the impassioned 

21. Acknowledgements

22. Simon Daniels [email_address] @mktginsightguy © Simon Daniels 2010 BCS DMSG/DAMA Does Data Quality matter? View from the business