Inch by inch
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Effective legal marketing initiatives, whether identifying and qualifying new leads or cross-marketing to and communicating with established clients, can live and die based on the quality of the data available. Your prospect and client information is among your firm’s most valuable assets. The “Inch by Inch” presentation offers Marketing Directors a look at best practices for simplifying their firm’s CRM and data management efforts through real-world examples and case studies. The entire treasury of data doesn't have to be cleaned at once. Firms can derive a significant benefit, to be realized in the short term, by grooming high -value / high-risk data segments first. "Dirty" data is a challenge that can be overcome, inch by inch, to the benefit of the firm, its clients, and the marketing team
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Inch by inch
- 1. Inch by Inch, It’s a Cinch Maximize Return and Reduce Risk by Simplifying Your CRM Data Structure and Data Health Associates, LLC Grooming Methodology Presented by John Wood Data Health Associates, LLC Focused on the data of health and the health of data
- 2. We know your dirty little secret… We know you have dirty CRM data… Data Health Associates, LLC
- 3. Your data will never be as clean as Data Health Associates, LLC you want it to be.
- 4. This Afternoon’s Agenda • Underscore the importance and value of proper data grooming • Focus on maximizing the return on data grooming time and financial investment • Identify the key risk areas of having dirty CRM data • Touch on best practices for CRM data management efforts • Provide strategies for reducing the overall data grooming need Data Health Associates, LLC
- 5. Firms Implement CRM’s Data Health Associates, LLC to: • Capture, centralize and standardize contact data from a variety of sources • Categorize contacts • Provide timely, targeted communication to clients • Drive effective cross-marketing between practice areas • Track client touches activities • Reward collaborative effort
- 6. Importance of Data Quality Data Health Associates, LLC Management Entire value of the CRM system is predicated on having clean, correct and reliable data.
- 7. Reasons for Dirty Data • Data degrades at a rate of 1.5 to 3% per month* • Diverse channels of data collection Data Health Associates, LLC – Initial sources – Ongoing synchronizations – New hires • Most data systems tend toward complexity – Category bloat – Too many lists / Too many queries and reports – Unnecessary fields * - Study published by the Data Warehousing Institute.
- 8. Risks of Dirty Data • Lack of data quality cost U.S. businesses more than $600 billion per year* • Damaged credibility • Loss of clients • Legal violations • Black listing • The potential to violate attorney client privilege • Loss of confidence in your CRM Data Health Associates, LLC * - Study published by the Data Warehousing Institute.
- 9. Two-Step Program Step 1 Step 2 Data Health Associates, LLC Admit that your data needs cleaning Clean your data!
- 10. Inch by Inch is a Cinch • Don’t attempt to clean all your data at once. Focus on simple fixes that have a big rate of return. • Focus on selected subsets of your data • Simplify your data structure • Clean the data that you’re currently using or planning to use Data Health Associates, LLC
- 11. The Datacratic Oath “Do no harm. Lose no data.” Data Health Associates, LLC
- 12. Focus on a High Rate of Data Health Associates, LLC Return • Clean the data you’re going to use. • Focus on top firm or practice area clients • Focus on obvious duplicates
- 13. Firm Case Study #1 • Decision was made to save money and, at the same time, “go green” • All holiday cards would be electronic • Marketing Director had low confidence level in email data in their CRM • Initiated concerted effort to focus on cleaning only duplicate email data • Results: Overall duplicate records went from almost 15% to .1%. Data Health Associates, LLC
- 14. Simplify Your Data Structure • Reduce the amount of information tracked in each record • Eliminate unused categories • Eliminate unused lists • Eliminate unused queries and reports Data Health Associates, LLC
- 15. Clean Data That You’re Data Health Associates, LLC Going to Use • Find out who is using what data • Find out what data is being used most frequently • Groom that data first • Identify Questionable Records and Make Them Private
- 16. Simple Steps to Minimize Risk • Don’t roll out your CRM until the data is ready • Roll out in manageable groups • Careful de-duping • Track mail status • Avoid SPAM Data Health Associates, LLC
- 17. Canadian Anti-Spam Legislation • Add a minimum # of fields for tracking Data Health Associates, LLC – When did you ask for consent? – When did you receive consent? – Why did you ask for consent – How did you ask for consent? – When will consent expire? • Demonstrate an intent to comply – Protection should you become the target of litigation – Shows good faith
- 18. Firm Case Study #2 • Large firm decided to implement a CRM system in a serial approach • Initial data added from marketing “database” • Marketing data had been pre-cleaned to high level of data quality • Attorney Outlook Contacts folders were synchronized in groups of 10 or 12. • As each group was added, duplicates were rectified and records cleaned • Results: High number of attorney contacts added over time with little perception of dirty data Data Health Associates, LLC
- 19. Simple Tactics and Tools Data Health Associates, LLC
- 20. Firm Style Sheet and Conventions • Contact naming conventions • Company naming conventions • Master Company List • Acceptable Address Formats • Rationale for private fields • Protocol for keeping records private • Keep the number of required fields manageable • Focus grooming on new records Data Health Associates, LLC
- 21. Track Ongoing Metrics • Continue simple ongoing maintenance • Keep your fingers on the pulse • Know how your data is trending • Run statistic each time you groom the data – before & after • Watch for irregularities • Watch for programmatic problems • Use metrics to communicate the worth of data quality activities Data Health Associates, LLC
- 22. Firm Case Study #3 • Large firm completed initial data grooming “triage”, reconciling all possible duplicates • Focus on new contacts that have been automatically flagged as new • Concentrated on reducing distinct company names • Converted abbreviations to full words • Fix incorrect address data entry issues – entire address in one address field • Result: Breaking up the data grooming into discreet tasks kept the process from being overwhelming to the data stewards. Data Health Associates, LLC
- 23. Let History Be Your Guide • When was the data last changed? • How often has it been changed and by whom? • Previous edits made by Data Steward(s) Data Health Associates, LLC
- 24. Data Health Associates, LLC Conclusions • Dirty data in CRM systems is inevitable • Dirty data poses real risks • Simplifying data grooming methodologies can substantially reduce risk and provide quicker return on CRM investment
- 25. Data Health Associates, LLC Questions
- 26. Contact Information Data Health Associates, LLC John Wood Data Health Associates LLC jwood@Data HealthAssociates.com www.DataHealthAssociates Toll Free: 855-342-3282 Direct: 401-433-4778
Editor's Notes
- Show of hands: How many people currently have a CRM in place? (Keep your hands up.) How many people plan on implementing a CRM in future? How many people believe there current CRM data or the data they will use to populate there future CRM is a clean as they want it? ---- Doesn’t it feel good to get that off your chest? Now that we have that out of the way…
- Every firm has dirty data. It’s a common problem. One of the services that our firms provides is data quality analysis. We see a lot of dirty data! Not uncommon for a firm to have a CRM database with 60,000 contacts and 18% or them are duplicates. That’s almost 11,000 records. Not uncommon for a firm to have a high percentage of contact records in their CRM database that they don’t even use.
- You have to just accept that. But it doesn’t take as much effort as you may think to get it pretty it pretty darn close. Just curious: How many of you have InterAction ContactEase Micro soft Dynamics-based systems Thompson / ContactNet (Used to be Hubbard One) Salesforce Home-grown solutions (Access / Excel) Other CRM’s Up Front Disclaimer: This session won’t deal with the specifics of how to manage data in a particular CRM. Thus session is, for the most part “CRM agnostic”. What we will talk about is…[Next slide]
- Underscore the importance of strategic data grooming and its overall value for the firm’s long-term client management efforts Identify the key risk areas for a firm posed by poor data and an incomplete CRM implementation Touch on best practices for prioritizing CRM and data management efforts to maximize the return on time and financial investment and minimize risk Provide strategies for reducing the overall data grooming need
- Stats from a study published by the Data Warehousing Institute.
- Or at least as clean as you can get it… Why do people think that getting data clean is so hard? It fairly easy for data to get dirty…[Next slide]
- Stats from a study published by the Data Warehousing Institute. Why is you data dirty? How does it get dirty? It gets dirty all by itself without anybody touching it. People move - Their addresses change. Phone numbers change. Email addresses change If your database has 50,000 contact records degrading at 3% per month, that’s could potentially be 1,500 incorrect contacts per month or 18,000 contact records per year! And that’s if you don’t even touch it. But you’re constantly pouring in more suspect contact records from attorney Outlook synchronizations that help that number go even higher. (It would be nice if we got cleaner data from the outlook synchronizations…We’ll talk about that in a bit.) New hires – That crop of Fall Associates that bring you their Outlook .OST files
- Damaged credibility - If I get 3 of the same type of mailing from your firm, I’m starting to think… Loss of clients – I know of an actual case where a banking client was lost because of a title inaccuracy… Legal Violations – SPAM Black Listing – SPAM Violating Atty Client Privilege Loss of confidence – Internal for your own attys and staff. I know of multiple firms that have started CRM rollouts a long time ago and never completed them due to loss of confidence I the firm. The good news is…It’s never too late to celebrate the successful completion of your CRM rollout!! In fact…There’s a Program!...[Next slide]
- It’s a Two Step Program (not 12)… Step 1 – Admit that your data needs cleaning Everyone who had their hand raised at the end of my “dirty data” questions is already half way through the program. Step 2 – Clean your data! It’s not as difficult a task as most people think. Let’s talk about some methodologies…[Next Slide]
- Simplify to Maximize You don’t have to clean all of your data at once.
- In our company, we adhere to this pledge. “Simplify” does not mean delete data. All data is valuable. Technically “deletion” occurs as part of the merge process, but typically not before all pertinent information is consolidated into a common record. Unwanted contact records should, at the very least, be decanted off to a separate list or exported to another data storage structure and held for possible future use.
- Could be most bang for you grooming time or greatest potential for financial gain. Run a query or report in your CRM to see what attorneys are synching what records. You may be amazed at how many records aren’t tied to anyone. Don’t ignore these contacts, you just may want to approach them differently. Look at the clients that are producing the top 20% or revenue for each practice area. Low hanging fruit – obvious duplicates.
- Run a query or report in your CRM to see what attorneys are synching what records. You may be amazed at how many records aren’t tied to anyone. Depending on your CRM, run history reports or activity or assignment reports to see what data is being used most frequently.
- In a rush to realize a return on all the money that the partners spent on the CRM, don’t roll it out before the data is clean. If you have a sequential rollout, bring attys on to the system in manageable groups. (The data gets easier to clean, the more atty’s you bring on to the system. Groomers become familiar with the contacts.) In the rush or enthusiasm to merge records and reconcile duplicates, make sure that you never make two different contact into one. Doing so risks sending inappropriate information to the wrong client. Possible breach of attorney client privilege.
- Commercial Electronic Messages (CEM’s) need three components: Consent (implied or express) Sender identification information An unsubscribe mechanism
- You can simplify the task of entering contacts to maximize data quality by providing style sheets to you attorneys and secretarial support. Remove the decision making from data entry process. Teach attorneys how to paste unformatted text when copying from Internet sources. New records – Use Data Change Management of flag for review in some way. Stop bad data from getting in to the system.
- Data quality management is a process not an event or project. There should always be simple ongoing maintenance. Many times programmatic problems have programmatic fixes. If through monitoring you data quality numbers, you see a sudden spike in duplicate records, that are exact duplicates from the same atty, that normally indicates a smartphone synch gone bad.