Data Hygiene Model
Data Hygiene is the process of identifying the inaccurate lead record from database and then replace, modify or delete the dirty data.
In Marketing automation, the program success is always depending upon the healthy database you have in your system. Suppose you received one list with 2,000 records from one of your vendor. The list contains 1,000 records with incomplete information e.g. Missing email id, lead source, name, country. You uploaded the list into Marketo and you are sending an email to the all the records in the list. Now, as per your understanding, you are targeting a list with 2000 leads but Marketo found only 1000 correct list. It affects your program success rate and overall successful implementation of Marketing automation.
Here are the few Scenarios:
Data hygiene model will help you to keep your database as marketable, so your program success rate will always remain high and decrease the chances of SPAM and Hard bounced.
Steps to create a Data hygiene model in Marketo:
Create a smart campaign in Marketo which will keep an eye on new leads with invalid email addresses or existing leads with invalid email addresses and delete that record from Marketo.
Create a smart campaign in Marketo which keep an eye on new contact in Marketo with source as CRM. Send the alert notification on your email id and delete the record from Marketo only. Don’t delete the record from CRM.
Lead with no email address:
Create a smart campaign in Marketo and check if the email address contains ? # $ % &, delete the lead from Marketo only.
Create a smart campaign to find out the hard bounced emails with category 1 or 2 and delete the lead from Marketo only.
Recipient address rejected
Unable to verify destination address
You can adjust minimum number of times and date of activity field as per your company.
Create a smart campaign and check if lead has taken any action on any asset then set the Marketing suspended as false.
Create a smart list and smart campaign to find out the leads which haven’t done any action before your time frame of activity history e.g. Not visited web page, Not program status was changed, Not clicked any link in email, Not opened any email, Not filled out form, Not activity was logged.
Always download the database before taking any delete action so you will have the backup of all data and if required you can easily import the leads back into the database. Add all the mandatory column in the downloaded sheet which are required for scoring e.g. Company, Country, State, Lead source, Company Revenue, Number of employee, email, First Name, Last Name etc.
Segmentation works faster than smart list. Always create a segmentation as per industry, country or global filters. You can create a segmentation as per your requirement.
I see that you have a Marketo Hardbounce filter option, but that option doesn't seem to be available in my instance. Is that something you created or added on?
That is a custom field. You can ignore that field. And if you want to create that field then create it a Sync field so the data should be available in both Marketo and CRM.