You may think you can live with dirty data. But can you compete with dirty data? Find out more about how you can improve your ROI by reading through these white papers: “How Dirty Data Can Destroy an Integration” and “Why Dirty Data is Costing you a Ton of Money”.
Bad data affects your ROI in more ways than just leads.
One of the biggest problems with dirty data is that if you don’t treat it, it can quickly get out of control. This is especially true when integrating your Marketing Automation platform to a third party system such as a CRM.
When you integrate systems, dirty data rapidly spreads as a plague that can interrupt your entire operations, from diminishing campaign effectiveness, to causing distrust in your sales department, to drastically lowering your sender score. Remember that every contact and every field in your systems costs you money.
Even little problems in your database can have big consequences
Here’s a quick data exercise: How many different ways can you express the title “Vice President’? We counted at least six in a matter of seconds (vice pres., VP, V.P., V.P, V.President).
Now, think of all the possible miss-spellings within those variations. To you and me, all of these title expressions mean the same thing. But your marketing automation software isn’t quite as smart. Each one of these variations is treated as a different title and a different listing, which effectively clouds the focus of your campaign.
In short, dirty data means your:
- Personalization fails
- Segments contain junk
- Leads are scored badly, annoying sales
- Reports are inaccurate, upsetting management
The result? Fewer quality leads, high unsubscribe/bounce rates, lower engagement, poor ROI and worst of all, upset coworkers. In short, the more you let dirty data accumulate, the more it snowballs.
This is an excerpt from our whitepapers “How Dirty Data Can Destroy an Integration” and “Why Dirty Data is Costing you a Ton of Money”)
For more on a 5-Step process to clean your data:
- Do a Data Review
- Do a one-time Cleanse
- Build a Data Washing Machine
- Data Processes Definition
- Establish & support the role of Data Steward
To find out how 4ThoughMarketing can help you set up a Data Washing Machine for your Oracle Eloqua Marketing Cloud, call us at 1-888-ELOQUA4 (888-356-7824) or email info@4ThoughtMarketing.com.