Data Nirvana Administrators Cheryl Stevenson: Vision Critical Tom Bueno: PayPal Greg Malpass: Jigsaw Simon Church: salesforce.com
May 17, 2015
Data NirvanaAdministrators
Cheryl Stevenson: Vision CriticalTom Bueno: PayPalGreg Malpass: JigsawSimon Church: salesforce.com
Simon Church
salesforce.com
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Agenda
Costs of Having Bad Data
Vision Critical
PayPal
Jigsaw
Q & A
Key Takeaways
Before you leave this session you should know: The impact poor data can have on your organization
The symptoms of poor data quality
How to formulate a strategy to achieve Data Nirvana
How to establish a plan to prevent poor data quality in the future
How to create a culture of maintaining clean data
Tips and tricks to achieve Data Nirvana
Good Data is the Lifeblood of Sales & Marketing
Critical for Prospecting
Required for Customer Analysis
Marketing Lists
Sales Reps
Business Cards
Web Forms
And a Real Impact on Sales Organizations
One sales rep calling 12 wrong numbers a
day wastes 20+ hours a month.
1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.
Average Dirty Data Found in New Jigsaw Customers:
90%Incomplete
74%Need Updates
21%Dead
7%Duplicate
Even When You Do, It Goes Bad…Fast
65% of titles incorrect
42% of addresses incorrect
43% of phone numbers incorrect
37% of email addresses incorrect
1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.
2009
2010
70% of Contact Data Outdatedafter 12 Months1
The Costs Add Up
Phone: $3.29Mail: $1.78Email: $0.25
*Direct mail & Phone cost (Source: DMA), Email: $.25 (Source Court Cunnigham, VP of DartMail)
Hourly Compensation Source: Bureau of Labor Statistics
$336,700Marketing Waste
X100,000Records
X 100 Reps@ $28.87/hr
33 MinRep/Day
Sales Waste$412,800
=
=
Impact of Having Inaccurate Address Data
Sales and marketing:– Waste in materials, labor, time and postage
– Lost sales and marketing opportunities
Mailing/Fulfillment:– Deliveries are late or returned
– Additional handling time
– Additional repackaging and postage costs
Customer Support– Unreceived packages puts pressure on customer support team
– Reputation of company may be damaged
Finance– Payments arrive late or not at all
– Cash flow impacted
Cheryl Stevenson, VP Demand Marketing
Vision Critical
About Vision Critical
Technology-based research company
Established in 2000
2009 revenue growth: 50%
World’s most adopted online research platform
Used by 25% of the world’s top brands
Led by CEO and market research veteran, Angus Reid
History of Data Challenges: Wild West of CRM
Pace of company growth• Infrastructure not able to keep up; not IT supported tool
• Database growing at same rate as company
• Cowboys
Disparate sales teams across company• Not all using same CRM systems
• Number of new users arriving with legacy data (dirty laundry)
Previous failed attempts• No clear data owner & thus, no governance!
• Lack of executive visibility & buy-in
Example: Sending a Holiday Card to Clients
Bad Data: Costs to the Company
Marketing & Sales• Communication collisions to prospect database
• Measurement: which tactics or campaigns worked?
• Wasted effort on campaigns sent to Scooby-Doo
• No method / means of going after new markets
Pipeline Visibility & Insight (lack of!)• Client service team resourcing and efficiency
• Cost of errors in opportunities
• Cost of new opportunities not identified
• Cost of cross/up-sell to existing clients missed
The Solution: Process to Get Started
1. Validation Rules
The Solution: Process to Get Started
2. Enforce consistency through:– Required fields when necessary
– Picklists
– Help
3. Data imports via one method
The Solution: Tools to Support Process
Jigsaw– Continuous data appending
– Retire aged data
– Add new data from reliable source
CRM Fusion– Scheduled de-dupe (complex or simple)
– Manual clean
Conga Composer
The Results
360 degree view of client
Strategic selling higher revenue
Client satisfaction
Smarter marketing
And so much more to come!
Tom Bueno
Manager
Salesforce Technology
PayPal Inc.
About PayPal
PayPal is the faster, safer way to pay and get paid
online. The service allows members to send money
without sharing financial information, with the
flexibility to pay using their account balances, bank
accounts, credit cards or promotional financing. With
more than 90 million active accounts in 190 markets
and 24 currencies around the world, PayPal enables
global ecommerce. PayPal is an eBay company and
is made up of three leading online payment services:
the PayPal global payment service, the Payflow
Gateway and Bill Me Later.
Implementation highlights
1,053 active users
Global implementation
727,107 Accounts
807,258 Opportunities
Partner Portal User
Integrated via Cast Iron
Xactly User
Demand Tools/Dupe Blocker
Conga Merge
Work-It
The Evolution of Data Quality for PayPal
Identify the Challenges
Identify the Model
Implement the model
Cleanse the Data
Protect the Data
Data Quality Challenges
Cause
Organically grown
implementation
Multiple groups using the same
records for different purposes
No change management
Huge amount of duplicate
records
Lack of Executive Sponsorship
Effect
No master/single source of truth
Lack of confidence in reporting
Dashboards are ineffective
Inability to develop scalable
solutions
User adoption suffers
Identify the Model
Create a model with clear ownership of records/process
Account(entity)
Contact
PP Acct
n 1 1 n
1
n
n n
1 n
Integration- presales- active- certification- post live
Contact Rolesn n
1 n
Account Config
includes product
1 1
eBayFinancial Details
Sales/Channel Opportunity
n n ?? 1 n
n 1
Vetting - Risk
Management
Opp 1 PPAcct 1PPAcct2
Opp2 PPAcct3PPAcct1
BN Code
1 n
BPI Score
1 n
Mapping from target product to api???
Pricing
1 n
1 n
n 1
Implement the Model
Secure executive sponsorship
Secure resources and budget
Build the solution in Sandbox
Test
Training
Rollout
Clean the Data
What is a duplicate?
Which record survives?
What happens to the duplicate?
What tools will you use?
Who will manage data quality?
Protect the Data
All data loads and updates must be approved
Validation rules– Ensures complete and uniform data
Reports to identify bad data– Configure reports so bad data rises to the top
Maintenance tools– Demand Tools
– Dupe Blocker
Result
30% increase in active user adoption
42% increase in user base Globally
15% increase in user productivity
Comprehensive reports and dashboards
Scalable platform to build future SFA
Keys to Success
Executive Sponsorship– The mandate for data quality is driven from the top down
Change Management Process/Policy– All changes must be vetted
– Twice weekly CR review
– Twice monthly Governance, Code Prioritization and Project
reviews
Remain flexible to the needs of the business– What works for some may not work for all
– Identify the best process for your business
Greg Malpass
Professional Services
Jigsaw Data Corporation
Too much for 12 minutes
Tools Resources Ideas and Sharing
www.datanirvana.com
www.datanirvana.com
1. Establish you data quality baseline
-Define your measures of quality
-Develop a means of benchmarking
2. Engage resources to assist in rapid data improvement
-Users
-Customers
-Tools
Achieving Nirvana is a two step process
Baseline
CompletenessFreshness Consistency
Benchmark against third party data
Ideal benchmark is accuracy
No one get’s to Nirvana alone
Users Tools and SystemsCustomers
Force quality data when possibleUse Validation rules over required fields
Conditional Required Fields Quality Formats Validate Data
Help & Training
Favorite – Validation Rules/Workflow
Validation – appropriate questions– Set required fields on stage change
– Expose obvious errors
– Validate data before quoting
Workflow – if you can figure it out, don’t ask– If state is blank, fill in based on phone area code
– Auto standardize country spelling / ISO code
– If state format is wrong, fix it
– Auto-set close date when deal is closed
Make constructive use of dataSave reps time, email merge templates
Help users get a headstartRoll-Out quote functionality in Salesforce
Phase it outDon’t stop at quoting
Make your docs “brilliant”Consider e-Signature
Engage customers in the process
On Action survey is sent– Append
– Update
– Insert
Consider using an embedded survey solution
Leverage native salesforce.com functionalityUse the Request Update button
Get free tools to assist with changes
Salesforce connector
Quick batch improvements
Works with Professional and above
Quick and easy
Employ tools, leverage free data – paper/lead sheets
Employ tools, leverage free data – open page, click, csv
Constantly be on the search for better data. Acquire, Compare, Append, Insert
Employ tools, leverage free data – highlight, click, lead
Easy data capture for users
Get a strategy for managing duplicates
Make merge predictableInvolve usersDon’t settle for stock
Final Steps, some useful tools
Free validation rules and workflow
Data Quality formula and Dashboard
Extended trial of CRM Fusion, 14 days, with Free Merge Routines
Clicktools for Salesforce Surveys
Free trial of Conga
Free trial of Copy to Contact
sForce Connector
More…
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that help you achieve
Data Nirvana
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