Taming the Data Quality Dragon- Things to Consider That Are Commonly Missed

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What is worse than bad data? Bad data without a strategy to make it better to best data with constant cleanup. What’s worse yet, rolling out your strategy and having missed critical steps that then wreak havoc on your data customers (SFDC users, etc.). Devising a data quality strategy is not just about cleaning bad data and getting it done. There are many areas that are overlooked and/or undervalued. Here are those key areas to consider in your data quality strategy plan:

1- Defining Root Causes- Conduct data input audits. Review forms, uploading rules, integration input standardizations, field standardizations (telephone, state/province, country), if there rules for automating the correct standards for data entry, and email validation processes.

2- Cleaning Impact- When cleaning existing data, it is imperative to reduce the risk of triggering off workflows, emails, etc. when cleaning data. Define priorities for batch cleansing with an organized plan for turning down alerts across systems to avoid unnecessary interruptions to your internal data customers. Word to the wise, weekend cleanups are the way to go for any data set to enable your ability to pull back and roll back data.

3- Backup Data- Before you do ANYTHING, be sure to take full back ups of your data. No questions asked on this one.

4- Communications With Your Data Customers- Make sure you have a communication plan for those who are going to be impacted by data cleanup and standardization efforts. Send communications a few weeks before things get started and be sure to engage leadership in the data customer communities to be a part of those communications. There should be ongoing communications once launched and for any ongoing maintenance runs. Ignorance is NOT bliss when it comes to changing data on data customers!!!!

Also, although this is a little stale, I still think that this covers a lot of great information with links to great resources on data quality: http://topliners.eloqua.com/docs/DOC-2402

Until next time!

Engagement Marketing in Today’s Market

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“We don’t all have to practice all the principles of engagement marketing on day one. Nor do we want to view these principles as a destination to be reached. Instead, they are guideposts for all of us marketers as we shift our mindset, strategies, and tactics from traditional techniques to modern techniques.”

Here is a look at engagement marketing in today’s world.

How Marketers Handle Global Email Campaigns

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Three-quarters of marketers who run global email campaigns say they do not maintain a list of regional preferences and instead manage localization on an ongoing basis.

To learn more about how marketers handle their global e-mail campaigns, check out this article.

Marketing Email Year-Over-Year Benchmarks and Trends

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The number of emails arriving in subscribers’ inboxes increased by 9% between 2Q13 and 2Q14. The overall email open rate declined 3% during the same period, most likely because of the added volume of messages. Yet the number of opens for each active subscriber actually increased 6% year-over-year (YOY).

Basically, consumers and customers are getting more and more e-mails and opening even fewer than they used to. To figure out how to get your e-mails opened, check out this article here.

Improve your e-mail deliverability

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E-mail marketing is very widely used. Many people don’t even understand how much goes into it. There are so many steps and details that go into a successful e-mail marketing campaign. For tips on lowering your spam score and on deliverability, check out this article.

Guerrilla Marketing

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What exactly is guerrilla marketing? The term was actually coined in 1984 by American advertising executive and writer Jay Conrad Levinson. Its meaning is relatively simple – in essence, the art of getting consumers to pay attention – but its execution is no easy feat.

Here are 6 steps for guerrilla marketing:
1. Make it clever
2. Make it dynamic
3. Make it endearing
4. Make it memorable
5. Make it interactive
6. Make it subtle

For more details on each of these steps, read this article from Marketo.