Data management is a core concern facing many companies today. Good data can have a tremendous positive impact on organizational efficiency, productivity, and revenue. Messy data, on the other hand, can have the opposite effect. It can lead to financial losses and disorganization.

1. DATA OPERATIONS &
MANAGEMENT
TURN DATA INTO COMPETITIVE ADVANTAGES

2. Agenda
● Agenda
● Introduction
● The Business Impact of
Good Data
● OpenRefine Demo
● Salesforce Data Example
● FinServices Example
● Resources Available

3. About the Speakers
Martin is the founder and CEO of RefinePro, a Canadian
company focused on data processing and normalization. He created
RefinePro to make data accessible for small and medium-sized
businesses or departments in larger corporations. Through his
assignments, he’s helped organizations automate their processes,
improve their inventory management, and perform web data
monitoring. Passionate about open source, Martin is a core
contributor to the OpenRefine project.
Dan Radu
Martin Magdinier
Dan Radu is the Founder and President of Macro, a MarTech, CRM &
Operations agency. With his unique experience in both marketing &
technology, he leads the team helping many enterprise companies create
magical customer experiences

4. Bad data leads to
25 to 30% of your
database going out of
date every year
An average of 12%
revenue loss
(mostly due to wasted
resources)
27.3% of sales rep
time wasted
(that 546 h per year!)
21% of businesses
experienced
reputational damage.

5. Selecting Right Level of Data Quality
● What is bad data
○ Missing data (gap)
○ Duplicate records
○ Out of date
○ Wrong granularity
● How do you use the data
○ Automation
○ Phone vs Direct Mailing
○ Segmentation
○ Reporting and BI

6. Automate data quality in your processes
● Validate data at capture
● Leverage feedback from your campaigns (ie. email bounces)
● Use 3rd party data validation and enrichment services
○ Phone and addresses
○ Social profile based on the email
● Perform regular audit

7. Project: Helped an American manufacturer import
market intelligence and leads into Salesforce to identify new
opportunities.
Scope
Salesforce object creation and import
Entity Resolution, Deduplication
Key Results
Match Account and Contact
information with CRM Data
Train customer team to review
outliers results
Import over 32k records in via
Salesforce’s API.
Example: Salesforce CRM Enrichment

8. Project: Credentialed, and remove duplicate entries from
255,000 payee records manually keyed in for a financial
services company
Scope
Deduplication, Fuzzy Matching
Mixed automation and
crowdsourcing to review results.
Key Results
Normalized address and professional
license information
Found an average of seven duplicate
per providers
Example: Contact Database Cleaning & Normalization

9. + Reconcile CSV
● Free and open source
● Runs on your local machine. Data stays on your hard drive
● Great for auditing and one time clean up

10. ● Input & Output Support for csv, xls JSON and XML
● Point & Click Cluster & Deduplication
● Filter & Sort
● Join, Merge & Reconcile
● Split to rows and columns
● Undo / Redo
● Transpose
● Custom Query Language
● Enrich data via APIs
Features

11. RefinePro’s Expertise
RefinePro provides access to the right data to automate process and
create new product, services and insights.
Deduplication and Reconciliation
Data Migration & Integration
ETL Orchestration, Monitoring &
Maintenance
System Design & Architecture
Web Scraping and PDF Extraction
Data Quality & Cleansing
Download OpenRefine: https://openrefine.org/download.html
Our Free Online Course: https://refinepro.com/offering/training/

12. Macro’s Expertise
Macro is a team of experts in data operations, MarTech and CRM. Our
data operations experts help companies make better data-driven
decisions and bring together different data views of the customer.
Partner Marketing Concierge Services
Training Workshops
Content Marketing and Design
MarTech & CRM Consulting
Data Operations and Management
Execution Services
Free Audit of CRM Data
MOps@Macromator.com

13. Thank You