How to Slim Down and Shape Up Your CRM for

Better Marketing Results

CRM Data Scrub

The Power of X - Webcast Series

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CRM Data Scrub – Webcast Agenda

• Five most common problems with CRM including nuclear decay of customer data

• Methods to identify which data are right or wrong

• Three best practices for correcting data problems and process defects

• How to monitor the state of data over time for feedback and continuous improvement

• Live demo of the DQ Suite for Saleslogix, including Cleanse & Capture

Martin Doyle – DQ Global

CEO

Kyle Blair – Saleslogix

Sr. Product Marketing Manager

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Cost of Bad Data

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5 most common problems with CRM Data

Denial

Decay

Prevention

Cure

Maintenance

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Reason 1 - Denial

“…you may be able to drive for a long time with slowly degrading vision, but at some point, you either have to stop and clear the windshield or risk everything…”

Ken Orr

Cutter Consortium

Denial can have

consequences!

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What do we mean by “Nuclear Decay”?

What leads to the “Nuclear

Decay” of customer

data?

• Mergers & Acquisitions

• Deceased

• Movers

• Change of situation

Reason 2 - Decay

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Reason 3 – Prevention

$1 to verify

records at source

$10 to cleanse & de-dupe

later

$100 if nothing is done

Waste!

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Reason 4 - Cure

• Data dictionaries

• Pick lists

• Radio Buttons

• Check Boxes

• Limit free form notes

Consistency:

• Duplicate removal

• SCV

• MDM

Uniqueness

• Rules

• Lookup

Validity:

• Reference data:

• Addresses

• Business data

• Employee data

Verification:

• Derivation:

• Role & Level

• Title

Completeness

• Fitness for use:

• Reporting

• Decision Making

Timeliness

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Reason 5 - Maintenance

People

Process

Technology

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How to Identify Good vs. Bad Data?

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3 Best Practices for Correcting Bad Data

Detox

• Eradicate broken processes

Diet

• Put your data on a diet and stop feeding your database rubbish

Supplement

• Existing data, reference, perfect & merge

To fix errors, inconsistencies, and duplicates in your CRM database,

these 3 fundamentals steps must be followed:

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Monitoring the State of Data Over Time

Pareto Chart

Fre

que

ncy

Pe

rce

nt

A B C D E

Checklist / Check Sheet

Flow Chart

Histogram

Distribution

Fre

qu

en

cy

Task / Process Step

Count

Repeat Mon. Tues. Wed. Thu. Fri. Sat. Sun.

Process 1

1. Task Description D<Valu

e>

2. Task Description D

3. Task Description AN -

4. Task Description D<Valu

e>

Process 2

1. Task Description D<Valu

e>

2. Task Description AN

3. Task Description D

… …

Type of Error / ReasonCount Total

ScoreMon. Tues. Wed. Thu. Fri.

1. Description of Type //// // // //// // //// / 22

2. Description of Type // /// // /// //// / 16

3. Description of Type //// / //// //// / //// // 23

4. Description of Type //// / /// //// // /// 19

…

…

…

Total Errors 16 9 13 18 22 80

in a right state or…

In the right state?

Is your data:

Measure

Measure

Measure

How do you know?

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Capture for Saleslogix™(Prevention)

Cleanse for Saleslogix™(Cure)

Demo of DQ Suite for

SaleslogixTM

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Next Steps…

Special Offer for Webcast Registrants

Sign up for either Cleanse for SaleslogixTM and/or Capture for SaleslogixTM by July 31st, 2014 and receive a discount:

• 15% off for a 1 year license

• 25% off for a 2 year license

• 33% off for a 3 year license

Learn more about Saleslogix at Saleslogix.com and how to get Your CRM Inside at CRMthreads.com.

Visit DQGlobal.com to learn more about the data quality software that makes data fit for your business and contact your Saleslogix Certified Business Partner to take advantage of this special offer!

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Questions?

Thank You for Attending!

If you have any Saleslogix questions after the event, please email me directly at Kyle.Blair@Swiftpage.com.

Contact Martin Doyle for questions about the DQ Suite for Saleslogix at Martin.Doyle@DQGlobal.com.

We have recorded the webcast and a link to view the event on-demand will be send to all registrants after the event.

Thanks again for joining us!