In Data Quality Management, Marketing Automation

Is your marketing revenue engine sputtering? It might be time to lift the hood and take a look at what’s going on. Dirty marketing data could be your problem. Here are a few things to look for before driving any further.

Here’s what you need to look for:

  • Duplicate Contacts – They do nothing but cause confusion.  Which record is correct?  Which one has the most information? Which one is sales updating with follow up details?  And the list goes on.
  • How many email addresses are you missing? I’ll bet that’s an easy number for you to find, now can you tell me how many of the existing addresses are right or wrong?  Of those that are wrong, is it because there is something structurally (i.e. they are missing the ‘@’ sign or a ‘.com’) wrong or are they hard bouncing?  If you’re relying heavily on email marketing these are important things to know.  Having thousands of contacts is great, but thousands of contacts with only a few hundred accurate email addresses, not so great.
  • Are you marketing to the entire DMU (decision making unit)? Marketing Sherpa says that for purchases of $25k or more:
  • Companies with 100-500 employees, the DMU consists of 6.8 people who make buying decisions
  • Companies with 501-1000 employees, the DMU consists of 13.5 people
  • Companies over 1000 employees, the DMU consists of 21 people

This info is a bit dated but figured it still held pretty true.  So the real question is which, if any, of the 6.8/13.5/21 people are in your database?  Which ones are you missing, which ones are over a year old?

  • How many people do you know that have changed jobs in the last 6 months? Last year?  How many companies have been acquired or gone out of business? Now think about how many marketing contacts and companies in your database have changed their status since you last did a data cleanse, if you ever have.  The longer they’ve been sitting your database the higher percentage of them having changed or gone away.
  • Do you sell to any company in any industry? Probably not.  So do you know which companies in your database are in your target market? Is it easy to segment your database by company level information? If you’re missing industry information on your records you’re probably missing opportunities to include the right people (or companies) in your messages.

If you’ve been left with a few too many questions after reading this, you’re not alone. The good news is that a good data cleansing and appending service can fill in the gaps and get you on your way again.

If all of the dirty data doesn’t get you lit up, Sirius Decisions reports that companies marketing to a database that is routed through a healthy data-cleansing routing can realize nearly 70% more revenue than an average organization, based purely on data quality.

ReachForce can help give you a jump start by providing you with a Free Data Analysis.

Still not ready to take on a data cleanse?  You might check this out before you load that next list into your marketing automation system.