the science of data quality salesforce user group
DESCRIPTION
The ideal of perfect data is is something that needs to be understood. Donato presents the underlying factors that data quality depends upon.TRANSCRIPT
The Science of Data Quality
Donato DiorioFounder & CEOBroadlook Technologieswww.broadlook.com
Collaborative selling
CloudBig data & sales
intelligence
Mobile
Key trends in CRM
Social
Analytics
Metrics/ Dashboards
Empowered Customers
Everything depends upon
Data
Data Information Knowledge Process
I want...More data(lists) I want... Be3er selec5on(databases)
I want... More contacts per company(zoom) I want... Fresher contacts(Jigsaw) I want... More informa5on(LinkedIn) I want... More knowledge(many sources)
I want... More process (crm) I want... Sustainable process
The Evolu=on of Sales Desire
Data decay metrics
Data decay happens
•Change in 5tle, promo5on •Change in working loca5on •Change of phone number •Add mobile phone number •Change of department •Change of area code •Change of email format •Merger or acquisi5on
•Buy data from mul5ple sources •Refresh with editors •12 month cycle (top 10K companies) •12-‐18 month (next 40K companies) •24 month cycle on the next 2 million •Nothing past the top 2 million •Add social data (good for top 10%) •Add news feeds (good for top 5%) •Mob source
Data industry response
Data Quality
Compe==ve Advantage
= CRM Success
X
Giving your CRM data a score
Points Your scoreFactors 4 3 2 1
Fresh <30 days <60 days <90 days <180 days
Accurate 95% 80% + 70% + 60% +
Multi-‐venue All available
Basic + 2 social
Basic + 1 social
Basic(email+phone)
Built fast <14 days <60 days <90 days <180 days
Normalized Enforced Plan + culture Has plan no
Scored Customrules
Accessible rules
white box scoring
black box scoring
Total data quality score:
CRM Data Quality
Points Your scoreFactors 4 3 2 1
Targeted target by self description hand built keywords SIC code
Custom built on-‐demand
mashed from many sources
pulled from larger sample
Complete 95%+ 80% 60% 40%
Exclusive no competitors limited access anyone can
buy access free
Transparent Sources transparent
sources known
sources available
Verified By a person Marke5ngautoma5on email
Total competitive advantage score:
CRM Compe==ve Advantage
12
24
0 12 24
Data Quality
Compe
==ve Advan
tage
Where is your CRM data?
12
24
0 12 24
Quadrant Key
Data Quality
Compe
==ve Advan
tage
Qualita5ve /!Event driven
Influence
Quan5ta5ve/!commodity
Cold Call
new!CRM!lead
Quan5ta5ve /!Cyclic
Warm call
Qualita5ve!Cyclic
Rela5onship
CRM+90 days
CRM+180 days
CRM+ 360 days
Data Quality & Compe==ve Advantage
marketi
ng au
tomati
on
“I want my list built on-demand, generated based on how companies describe themselves. It needs to be 95% inclusive of my target market. I want 3 points of contact for each company, multiple ways like email and social networks to reach out them and you can’t sell this list to anyone else”
A data experts’ advice...
CONNECT with Donato
Email: [email protected] Twitter: @iDonato LinkedIn: linkedIN.com/in/donatodiorio Blog: www.iDonato.com
www.broadlook.com