how to slim down and shape up your crm for better marketing results
DESCRIPTION
See our joint presentation with Saleslogix and DQ Global, revealing the power of Data Scrubbing in CRM. Discover the most common problems of data decay, methods to identify which data are right or wrong and much more...TRANSCRIPT
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How to Slim Down and Shape Up Your CRM for
Better Marketing Results
CRM Data Scrub
The Power of X - Webcast Series
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CRM Data Scrub – Webcast Agenda
• Five most common problems with CRM including nuclear decay of customer data
• Methods to identify which data are right or wrong
• Three best practices for correcting data problems and process defects
• How to monitor the state of data over time for feedback and continuous improvement
• Live demo of the DQ Suite for Saleslogix, including Cleanse & Capture
Martin Doyle – DQ Global
CEO
Kyle Blair – Saleslogix
Sr. Product Marketing Manager
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Cost of Bad Data
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5 most common problems with CRM Data
Denial
Decay
Prevention
Cure
Maintenance
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Reason 1 - Denial
“…you may be able to drive for a long time with slowly degrading vision, but at some point, you either have to stop and clear the windshield or risk everything…”
Ken Orr
Cutter Consortium
Denial can have
consequences!
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What do we mean by “Nuclear Decay”?
What leads to the “Nuclear
Decay” of customer
data?
• Mergers & Acquisitions
• Deceased
• Movers
• Change of situation
Reason 2 - Decay
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Reason 3 – Prevention
$1 to verify
records at source
$10 to cleanse & de-dupe
later
$100 if nothing is done
Waste!
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Reason 4 - Cure
• Data dictionaries
• Pick lists
• Radio Buttons
• Check Boxes
• Limit free form notes
Consistency:
• Duplicate removal
• SCV
• MDM
Uniqueness
• Rules
• Lookup
Validity:
• Reference data:
• Addresses
• Business data
• Employee data
Verification:
• Derivation:
• Role & Level
• Title
Completeness
• Fitness for use:
• Reporting
• Decision Making
Timeliness
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Reason 5 - Maintenance
People
Process
Technology
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How to Identify Good vs. Bad Data?
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3 Best Practices for Correcting Bad Data
Detox
• Eradicate broken processes
Diet
• Put your data on a diet and stop feeding your database rubbish
Supplement
• Existing data, reference, perfect & merge
To fix errors, inconsistencies, and duplicates in your CRM database,
these 3 fundamentals steps must be followed:
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Monitoring the State of Data Over Time
Pareto Chart
Fre
que
ncy
Pe
rce
nt
A B C D E
Checklist / Check Sheet
Flow Chart
Histogram
Distribution
Fre
qu
en
cy
Task / Process Step
Count
Repeat Mon. Tues. Wed. Thu. Fri. Sat. Sun.
Process 1
1. Task Description D<Valu
e>
2. Task Description D
3. Task Description AN -
4. Task Description D<Valu
e>
Process 2
1. Task Description D<Valu
e>
2. Task Description AN
3. Task Description D
… …
Type of Error / ReasonCount Total
ScoreMon. Tues. Wed. Thu. Fri.
1. Description of Type //// // // //// // //// / 22
2. Description of Type // /// // /// //// / 16
3. Description of Type //// / //// //// / //// // 23
4. Description of Type //// / /// //// // /// 19
…
…
…
Total Errors 16 9 13 18 22 80
in a right state or…
In the right state?
Is your data:
Measure
Measure
Measure
How do you know?
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Capture for Saleslogix™(Prevention)
Cleanse for Saleslogix™(Cure)
Demo of DQ Suite for
SaleslogixTM
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Next Steps…
Special Offer for Webcast Registrants
Sign up for either Cleanse for SaleslogixTM and/or Capture for SaleslogixTM by July 31st, 2014 and receive a discount:
• 15% off for a 1 year license
• 25% off for a 2 year license
• 33% off for a 3 year license
Learn more about Saleslogix at Saleslogix.com and how to get Your CRM Inside at CRMthreads.com.
Visit DQGlobal.com to learn more about the data quality software that makes data fit for your business and contact your Saleslogix Certified Business Partner to take advantage of this special offer!
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Questions?
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Thank You for Attending!
If you have any Saleslogix questions after the event, please email me directly at [email protected].
Contact Martin Doyle for questions about the DQ Suite for Saleslogix at [email protected].
We have recorded the webcast and a link to view the event on-demand will be send to all registrants after the event.
Thanks again for joining us!