If you're a human working with Marketo (or any Marketing Automation platform for the name's sake) - you most likely have witnessed or at least have heard from your colleagues, friends, or connections about how a messy database is draining their Marketing investments without the expected proportional ROI. Keeping your marketing database clean is one of the most important things you can do to improve your data-driven marketing. This blog post discusses some of the best practices for auditing the Marketo database and ongoing data management campaigns/monitoring setup to ensure that the data remains accurate and clean.
Following is the list of things that I do and suggest doing while auditing the database of a newly inherited / client's Marketo instance:
Test/internal records (the ones that end with @firstname.lastname@example.org, etc.)
I hope you're yet not overwhelmed like the Simpson below (I have a few more points yet to cover before we're done!):
Well, this is of course not an exhaustive list of items for auditing and ensuring the database is/remains clean, but it certainly covers some of the important things to ponder about while you're fighting the dirty data.
Thank you so much for reading!
- Darshil Shah
Adobe Marketo Champion and Community Advisor
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