the impact of data management on marketing efficiency and results

Place image here

The Impact of Data Management on Marketing Efficiency and Results

Michael Bird, CEO - NetProspexMatt Heinz, President - Heinz Marketing Inc.

2#SDSummit @HeinzMarketing @NetProspex

Agenda

• The current state of B2B data – Michael

• Data management in action – Matt

• Q&A

3#SDSummit @HeinzMarketing @NetProspex

The State of B2B Data:

More than

48Mpeople changed jobs

in 20111 88%of IT buyers admit to lying

on registration forms2

1

1 US Bureau of Labor Statistics 2 Janrain research

4#SDSummit @HeinzMarketing @NetProspex

$100 if nothing is done

Why You Should Care

$10 to cleanse and de-dupe it

Dirty data isn’t just a marketing problem, it’s a BUSINESS PROBLEM!

$1 to verify a record as it is entered

5#SDSummit @HeinzMarketing @NetProspex

NetProspex Data Health Scale

6#SDSummit @HeinzMarketing @NetProspex

Best Practice Areas

7#SDSummit @HeinzMarketing @NetProspex

Record Duplication

Average Health Score:

4.3

Bloated databaseIncreased costs

>50%have eliminated duplicates

8#SDSummit @HeinzMarketing @NetProspex

Record Completeness

Average Health Score:

2.561%said 35% or more of their records were incomplete

9#SDSummit @HeinzMarketing @NetProspex

Email Deliverability

Average Health Score:

2.8

41% reported email deliverability below

70%

Average % of Undeliverable Emails

10#SDSummit @HeinzMarketing @NetProspex

Phone Connectability

Average Health Score:

1.2

58%

Average % Unconnectable Phone Numbers

80%had < 50% phone connectability

11#SDSummit @HeinzMarketing @NetProspex

Download the Benchmark Reporthttp://bit.ly/databmr

12#SDSummit @HeinzMarketing @NetProspex

Data management in action

13#SDSummit @HeinzMarketing @NetProspex

TIP 1: Know the state of your database.

14#SDSummit @HeinzMarketing @NetProspex

TIP 2: Forget the sexy stuff. Clean the data.

74%

92%Deliverability

Before After

1.2%

3.4%

Response Rates

Before After

0.3%

1.1%Lead Conversion

Before After

15#SDSummit @HeinzMarketing @NetProspex

TIP 3: Using automation? Use the right fuel.

39%

94%

Database completeness

Before After

16#SDSummit @HeinzMarketing @NetProspex

17#SDSummit @HeinzMarketing @NetProspex

Fill the gaps

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

4.5%

7.8%

Form Conversion

Before After

John

Smith

Jsmith@Acme.com

ACME Inc.

18#SDSummit @HeinzMarketing @NetProspex

TIP 4: Take advantage of big data insights

Tech install data delivered:

- Higher response rates - Lower unsubscribe rate

- Higher lead conversions

Database Administrator

Unknown

Database Administrator

running Oracle or SQL

“…The install data from NetProspex gave me the confidence that we’ll be targeting the precise audience we want.”

Alisa Goldschmidt, Confio Software

19#SDSummit @HeinzMarketing @NetProspex

Fundamentals for Improving Data Quality

Make regular (at least quarterly) cleansing of the database a business mandate.

Make your inbound sources work better with registration append services, input masks, drop down selections and progressive profiling.

Employ best practices when purchasing list data.

Conduct a DataHealthScan to figure out where you stand.

20#SDSummit @HeinzMarketing @NetProspex

Your turn: questions?

mbird@netprospex.com

Michael BirdCEO / NetProspex

matt@heinzmarketing.com

Matt HeinzPresident / Heinz Marketing