5 Data Quality Issues and How To Fix Them

2. 5 Data Quality Issues and How To Fix Them Oracle | Eloqua Power Hour

3. Presenters • Ian Ingar Brown • Marketing Advisor, Oracle | Eloqua • Former Eloqua Customer • Eloqua User Since 2005 • Markie Award Winner • Most Recent, Sr. Director of Marketing • Based in the San Francisco Bay Area

4. Presenters • Joe McKenna • Sr. Director, Social123 • 10+ years in Sales and Marketing • Oracle | Eloqua AppCloud Partner • Based in Atlanta, GA

5. Presenters • Manu Kaushik • Dir. Marketing Ops, Blue Coat Systems • Oracle | Eloqua Customer • Markie Award Winner 2013!! –Data Clean House • Based in the San Francisco Bay Area

6. Power Hour Agenda – What You Will Learn • Why Data Quality Matters • Issues Caused By Having Bad Data • Practical Ways to Manage Your Data (It doesn’t take much.) • How You Can Use 3rd Party Tools to Manage Your Data • How a Markie Award Winner Manages Data Quality

7. Why Data Quality Matters

8. This is OurMarketingWorld. Data in every directions.

9. Why Data Quality Matters • Segmentation and Targeting • Right Message. Right Time. • Campaign Measurement • Marketing Attribution to Revenue

10. Why Data Quality Matters Cost of Unusable Data? $600 Billion/Year - The Data Warehousing Institute Survey from 2002! Number possibly higher today + Mobile Devices + Anytime, Anywhere Consumer

11. Top 5 Data Quality Issues • Incorrect Data • Incomplete Data • Aging Data • Duplicate Data • Data ReconciliationBetween Sources

12. Top 5 Data Quality Issues – Incorrect Data • What Causes Incorrect Data? • Web forms could encourage incorrect data (too long, unnecessarily gating content) • Human error • Resulting Issues • Poor segmentation and metrics for marketing campaigns • Misinformed actions by marketing and sales • Unhappy prospects & customers • Resolution • Gate only high value content - eBooks, event registrations (Eloqua tracking of PDF downloads & video views /VidYard) • Test your forms (A and B landing pages in Eloqua) • Remove human error when possible - Pre-filled forms and drop down fields using Eloqua • Try using a “Contact Washing Machine”

13. Top 5 Data Quality Issues – Incorrect Data The Contact Washing Machine • What is a Contact Washing Machine? • The normalization of data using Eloqua automation(ex. Change job title of “Chief Operating Officer” to “COO”) • Combination of Eloqua programs and update rules • Results • Forrester Research, Inc. (Eloqua Experience 2013 Speaker) • Through “washing” increase match from 64% to 86% • Reduced sending unqualified leads sent to sales by 30% • Removed 96 hours of labor by automating data cleansing • Resources • Topliners Article: Data Cleansing Best Practices/How To Setup a “Contact Washing Machine” - http://topliners.eloqua.com/docs/DOC-2402 • EE ‘13 Presentation: Forrester Research – “The power of a data washing machine in lead creation”http://topliners.eloqua.com/docs/DOC-4624

14. Top 5 Data Quality Issues - Incomplete Data • What Causes Incomplete Data? • Manual entry/human error (Forms, CRM, Eloqua) • Data imports/exports (List from events/tradeshows) • Resulting Issues • Poor segmentation and results for marketing campaigns • Resolution • Add required fields to forms (Note: Request the right data based on targeted personas!) • Use Drop Downs on your forms (Job Role, Country, Industry, etc.) • Capture or append data through 3rd party applications

15. Presenters • Joe McKenna • Sr. Director, Social123 • 10+ years in Sales and Marketing • Oracle | Eloqua AppCloud Partner • Based in Atlanta, GA

16. What makes Social123 unique? 1. 300 Million professionals from 2 Million public sources We provide a link to the source for reliability We validate every email address at the point of purchase 2. 3.

17. Social123 by the Numbers 300 Million Professionals 2 Million Sources 2000 Customers 43 Countries 25 Fields of Data 2 Week Data Refresh

18. Quantifying the Impact of Data Quality The 1-10-100 rule "It takes $1 to verify a record as it's entered, $10 to cleanse and de-dupe it and $100 if nothing is done, as the ramifications of the mistakes are felt over and over again.“ - SiriusDecisions

19. Quantifying the Impact of Data Quality On the revenue side of the equation… “…a data quality strategy and targeted data quality improvement efforts that solve conflicts at the source can lead to a 25% increase in converting inquiries to marketing-qualified leads.” "Data Quality Practices Boost Revenue by 66 Percent." - destinationCRM.com

20. Social123 + Eloqua = Sales Success • Eloqua AppCloudfor over two years • Social Data tool – a powerful data appending utility that provides the most accurate and detailed information about contacts inside of Eloqua.  • Most recently we rolled out two additional services, email validation and social lead generation.

21. Social123 + Eloqua = Sales Success • Social Data • Largest, most accurate and detailed information available • Append social data to your existing contact records with over 25 additional fields of data -- all provided from the contacts themselves • The Social123 Impact: • More personal and targeted outbound campaigns • Increased ability to reach more potential buyers • Improved email deliverability rates

22. Social123 + Eloqua = Sales Success

23. The Impact of Aging Data on Productivity “… according to MarketingProfs ,B2B data expires at a 25% rate per year. That trend manifests itself in decreased open rates, calls to action and eventually less revenue.” • The Impact: • Reduced customer satisfaction • Damage to reputation and brand • Decline in user adoption • Wasted time and opportunity • Most importantly…the decreasing inability to segment and target the most appropriate prospects with the right messages

24. Let’s Connect! • Joe.McKenna@Social123.com • 404-966-6604 • www.Social123.com • Joe McKenna

25. Top 5 Data Quality Issues – Aging Data • What Causes Aging Data? • Poor data management • Resulting Issues • Poor segmentation and metrics for marketing campaigns • Resolution • Make data management a part of your marketing automation life! • Work with your Demand Gen team (Help them make better segments, understand the status of their leads, create reports.) • Re-engagement campaign

26. Top 5 Data Quality Issues – Aging Data The Re-Engagement Campaign Re-Sync To CRM Re-Score Eloqua Re- Nurture Filter: Timeframe & Activity Sales Engagement - Pre-populate forms - Use drop down fields Opportunity! Ask for data related to your buyer personas Create content and offers that resonate with your segment Track Digital Body Language (DBL) Note: How can this be a part of your data maintenance?

27. Top 5 Data Quality Issues – Duplicates • What Causes Duplicate Data? • Manual or automated entry without set rules • Eloqua helps to prevent duplicates by matching email addresses • Hard to prevent duplicates 100% of the time • Resulting Issues • Multiple communications sent to the same recipient • Campaign measurement not as accurate • Resolution • Regular data maintenance to manage duplicates • Manually • AppCloudPartner “RingLead” - http://topliners.eloqua.com/docs/DOC-4110 • Research De-Dup applications for your CRM

28. Top 5 Data Quality Issues – Data Reconciliation • What Causes Data Reconciliation Issues? • Manual or automated entry with or without set rules • Technical issues • Manual transfers of data through imports and exports • Resulting Issues • Poor segmentation and metrics • Negative feedback (customers, prospects, team members, etc.) • Resolution • Automate when you can - leverage Eloqua’s API (Application Programming Interface) • Connect to your favorite CRM or data warehouse • Manage access to import or manipulate data within CRM/Eloqua/data warehouse • Regular data maintenance – monitor your data

29. Presenters • Manu Kaushik • Dir. Marketing Ops, Blue Coat Systems • Oracle | Eloqua Customer • Markie Award Winner 2013!! –Data Clean House • Based in the San Francisco Bay Area

30. Blue Coat Systems: Markie Award winner journey • Blue Coat Introduction • Web security and WAN optimization company • 15,000 customers (86% Fortune 500 companies) • More than 1,300 employees • 2013 Eloqua Markie Award: Data Clean House • Extended focus on Data qualityrecognized during Eloqua experience • Amazing platform with lots of motivation and ideas • Excited to take our efforts to the next level of success and ready to help other companies by sharing our journey….

31. Data Quality Challenges • Inconsistent and Unstandardized data • Campaign segmentation issues • Difficult for creating personalized and relevant experience for users • Ineffective lead management within SFDC • Misaligned lead scoring model • Lead assignment issues • Reporting • Close loop reports weren’t possible • Different underlying data for sales and marketing reports • Inaccuracy with ROI computation

32. Data Cleansing Effort Overview • Data Fields cleanup • Thorough audit for all important fields in the database • SQL database connected with Eloqua to enhance automation abilities • Review of all data sources for critical contact/account fields • Contact Cleanup/Enrichment • Hard Bounced/Junk records • Email/Contact Review & Validation • Data Enrichment using external sources • Contact suppression business rules • Channel Partners, Competitors, Internal employees etc • Contact profile center for subscription management

33. Data Cleansing Effort Overview • Data Source Cleanup • Web forms • List Imports • Data standardization/cleanup automation • Data standardization scripts created • Custom fields created to support additional data needs • System integration review • Eloqua-SFDC integration audited and optimized • Lead Scoring • Data regression for effective lead scoring model • Gained alignment (Sales-Marketing) on criterion and definitions

34. Results, Lessons and Suggestions • Results • MQL volume increase by 25% • 85% contact profile completeness • 80% marketing influenced pipeline • Lessons/Suggestions • DATA is most vital for success; Needs extra attention • Align your data processes with the business needs of sales and marketing and gain alignment at every step • Unleash the power of marketing automation • Documentation and Training is critical • Effective audit reports and regular feedback is needed

35. Takeaways • Standardize your data entry points to prevent incorrect data from entering your database (Templates, Required Fields, Drop Downs, Auto-Populate) • Use 3rd party applications to facilitate your data maintenance • Automate your data processes(Contact Washing Machines, Re-Engagement Campaigns) • Start with practical data management and then graduate into the advance • Make data maintenance a part of your marketing automation life!

36. Connect • Joe McKenna • Sr. Director, Social123 • joe.mckenna@social123.com • Ian Ingar Brown • Marketing Advisor • Twitter: @ingarbrown • Manu Kaushik • Dir. Marketing Ops • manu.kaushik@bluecoat.com

37. Q & A Thank You