1. April 14, 2015 Elliott Lowe Dir, Marketing Ops @elliottlowe Institute for Integrative Nutrition Inga Romanoff President/CEO @ingaroma Romanoff Consulting Data Quality Bootcamp Why Dirty Data = Low ROI, & What You Can Do About It

2. Page 2 Inga Romanoff President, Romanoff Consulting Elliott Lowe Director, Marketing Operations, Institute for Integrative Nutrition With over 15 years of marketing experience in the U.S., Russia, and EMEA, Inga is no stranger to Marketing Automation. Inga is a Principal of a boutique marketing automation consultancy. She is passionate about helping clients implement and optimize Marketo, recruit talent, and get exceptional results. She is an award-winning Certified Marketo Expert & a multi-year Marketo Champion, and leads Marketo User Group in New York. With over 30 years of experience at startups and large public companies, Elliott Lowe specializes in building solid operations foundations for rapidly growing companies. Presently, Elliott heads up Marketing Operations at the Institute for Integrative Nutrition, the world's largest nutrition school. He is a Marketo-Certified Expert, a multi- year Marketo Champion and a co-leader of the Marketo New York User Group.

3. Page 3 Agenda #DataQuality Why Should I Care About Data Quality? Where Dirty Data Comes From Your 6-Step Program to Clean Data Data Quality SavesTips and Tricks

4. Page 4 Why Should I Care About Data Quality? COMPANIES DO NOT HAVE A SOPHISTICATED APPROACH TO DATA QUALITY 1 74% MARKETERS SAY DATA QUALITY IS THE BIGGEST OBSTACLE TO MARKETING AUTOMATION SUCCESS 3 36% COMPANIES WITH CENTRAL DATA MGTMT HAD A SIGNIFICANT INCREASE IN PROFITS 1 53% RECORDS ANALYZED WERE LACKING FIRMOGRAPHIC DATA 2 88% 1 2015 Experian The data quality benchmark report 2 2014 Netprospex Annual Marketing Data Benchmark Report 3 Ascend2 Marketing Automation Benchmark Survey, July 2014 #DataQuality Facts “25 percent of the average B2B marketer’s database contains critical data errors” “…a strong organization will realize nearly 70 percent more revenue than an average organization purely based on data quality” - SiriusDecisions study

5. Page 5 Data Quality Horror Stories

6. Page 6 “Quality is never an accident…” ~Will A. Foster

7. Page 7 6-Step Program to Clean Data 1. Perform data audit 2. Perform systems audit 3. Revise data capture processes 4. Correct data errors 5. Implement email alerts and reports 6. Manage data quality across the organization

8. Page 8 Where Dirty Data Comes From Systems Flawed setup Poorly designed integrations People and Process Manual input Lack of a data quality strategy 1 2015 Experian The data quality benchmark report

9. Page 9 Data Quality Saves

10. Page 10 Progressive Profiling - Almost Successful launch of progressive profiling High fillout rate except Business Name Field: Company Name New custom field and smart campaign with logic to substitute “N/A” values

11. Page 11 Duplication Prevention - Not Dupe app matched on First Name + Last Name + Email Address Most new leads from forms have only a First Name and Email Address [Not Provided] added if Last Name field is empty (for sync with SFDC) Dupe app almost never detected a match, yet we had thousands of email duplicates

12. Page 12 Tips and Tricks

13. Page 13 External Data Capture Marketo forms, Server-Side Form Post, SOAP, REST Restricting form field inputs Form field pre-population Form field validation List import

14. Page 14 External Data Capture Marketo forms, Server-Side Form Post, SOAP, REST Restricting form field inputs Form field pre-population Form field validation List import

15. Page 15 External Data Capture Marketo forms, Server-Side Form Post, SOAP, REST Restricting form field inputs Form field pre-population Form field validation List import

16. Page 16 Sales Inputs Capture fields needed for marketing Ensure accuracy and consistency Prevent duplicate creation [mktUnknown] created from Outlook/Google MSI plug-in

17. Page 17 Sales Inputs Capture fields needed for marketing Ensure accuracy and consistency Prevent duplicate creation [mktUnknown] created from Outlook/Google MSI plug-in

18. Page 18 CRM Sync Deleted Leads / Contacts Leads without email address Sync performance Field visibility Syncing to SFDC campaigns

19. Page 19 CRM Sync – Error Reports

20. Page 20 CRM Sync - Failure Alert Email

21. Page 21 CRM Sync Deleted Leads / Contacts Leads without email address Sync performance Field visibility Syncing to SFDC campaigns

22. Page 22 Duplicate Records Email notifications and weekly reports Merging is evil Retain values during merge based on priority Mass merging with Marketo Easy Merge

23. Page 23 Duplicate Records - Alerts Email notifications and weekly reports Merging is evil Retain values during merge based on priority Mass merging with Marketo Easy Merge

24. Page 24 Duplicate Records Email notifications and weekly reports Merging is evil Retain values during merge based on priority Mass merging with Marketo Easy Merge

25. Page 25 Data Normalization Normalization smart campaigns Phone and email validation Capitalization of the First and Last Name in SFDC

26. Page 26 Takeaways Audit Clean- Up PreventSustain

27. Page 27 Go to Your Resources Page VISIT: summit.ingaroma.com (this page will be live for 1 week)

28. Thank You!