Data Quality is a constant thought in most marketer's minds -- or at least it should be. Recently Eloqua started compiling figures on the impact to Lead Quality for clients who leverage Data Validation and the figures are very promising. Clients who are leveraging Data Cleansing have seen a substantial increase (upwards of 3x) in the number of Leads who are considered Qualified.
While it’s great to talk about the benefits of Data Cleansing the hard question is how do you begin the process of analyzing, preparing and implementing a Data Cleansing program?
In this 3 part series we will go through those 3 phases (Analyze, Prepare and Implement) and provide you with guidance and knowledge to develop your own Data Cleansing process.
When looking at your data you should ask yourself some of the following questions:
- What data is crucial to my business processes (Lead scoring, Lead Creation, Nurturing, etc)?
- What fields do I want standardized? ex. title, country, etc.
- Do my Eloqua standardized field values match the standardized values from my CRM?
Once you have answered these questions then you can begin using Eloqua reporting to investigate your data quality. Two of the reports I recommend as starting points are:
Contact Field Values
This report will display all the values in a specific field and the percentage of total contacts that have that value.
This data is invaluable for assessing whether there are values in your system that are not part of your standardized lists or irrelevant to this particular field.
There are also two variations of this report “by Contact Filter” and “by Contact Group” which allow you to segment your data if you wish to contain this analysis to a specific group of contacts instead of your whole database of contacts.
Contact Field Completeness
This report is useful for determining if your data is being populated at all within specific fields. This report functions best when you create a “Contact View” with the fields you need to report on. Once your contact view is created you can run this report and select the contact view you just created.
The percentage is a total against all the contacts in your database. In this screenshot above the Job Role field is only populated in 7.5% of all contacts and that can include bad data. If Job Role was integral as part of your Lead Scoring you can see how this could severely skew your Lead Scores/Ratings.
These two reports are a good start to begin the analysis of your data and selecting some of the fields you will need to incorporate into your Data Cleansing program.
In our next entry (Prepare) we will look at how to create the different components required for your Data cleansing program and also discuss data entry points.