the impact of data management on marketing efficiency and results
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The Impact of Data Management on Marketing Efficiency and Results
Michael Bird, CEO - NetProspexMatt Heinz, President - Heinz Marketing Inc.
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Agenda
• The current state of B2B data – Michael
• Data management in action – Matt
• Q&A
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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
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$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
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NetProspex Data Health Scale
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Best Practice Areas
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Record Duplication
Average Health Score:
4.3
Bloated databaseIncreased costs
>50%have eliminated duplicates
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Record Completeness
Average Health Score:
2.561%said 35% or more of their records were incomplete
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Email Deliverability
Average Health Score:
2.8
41% reported email deliverability below
70%
Average % of Undeliverable Emails
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Phone Connectability
Average Health Score:
1.2
58%
Average % Unconnectable Phone Numbers
80%had < 50% phone connectability
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Download the Benchmark Reporthttp://bit.ly/databmr
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TIP 1: Know the state of your database.
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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
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TIP 3: Using automation? Use the right fuel.
39%
94%
Database completeness
Before After
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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
ACME Inc.
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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
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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.
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Your turn: questions?
Michael BirdCEO / NetProspex
Matt HeinzPresident / Heinz Marketing