Database Cleanup - How Long is Data Truly Good For?

[wbwhitley]

We keep doing the normal things to try to keep our database clean (nearly all marketable contacts and getting non-marketable out when possible), but we keep growing and going over our limits. The problem is - when I'm doing a search of using the parameters below, it shows we've got plenty we could either remove or remarket. But - are my parameters even any good?

1. Person was Created - on or before (2 years ago)
- AND-
2. Microsoft Type is not (Lead; Contact) 
- AND-

3. Not Had Interesting Moment
 - Type is empty, Date of Activity in past 2 years
- AND - 
4. Not Was Sent Email
- Email is any, Date of activity in past 2 years
-AND-
5. Not Campaign was Executed
- Executed Campaign is any; date of activity in past 2 years

[AWmindtree]

Hi @wbwhitley 

Based on my experience with Database cleanups, below are some of my observations and recommendations:

1. Activity Log Gaps
   Many activities you are using in your filter (Interesting Moment and Execute Campaign ) are only retained for up to 25 months (≈ 2 years).
   → Leads older than 2 years will likely show no activity because Marketo automatically purged these logs.

2. High-Volume Activity Limitation
   Some key activities like Not Was Sent Email only have a 90-day retention window.
   → Your filters looks for these in the last 2 years, but they will not exist beyond 90 days.
   → Recommendation: Adjust your lookback to 90 days for these activity filters.
   Reference: Marketo Data Retention Policy
   
   I'd make a Smart List like this:
   1. Person was Created On or Before 2 Years Ago
   AND
   2. Microsoft Type is NOT (Lead; Contact)
   AND
   3. Not Had Interesting Moment in Past 25 months
   AND
   4. Not Sent Email in Past 90 days
   AND
   5. Not Campaign was Executed in Past 25 months
   
   Hope this helps.

[wbwhitley]

Thank you all for the quick help - if there are other searches you all do to remove un-engaged contacts, I'm all ears. 

I have been confused by the data retention of individual filters (as in which ones are 90 days vs. 25 months) and I appreciate the suggestions!

[Darshil_Shah1]

I second @AWmindtree's point. In addition to your existing parameters, consider adding other person-led engagement inactivity filters, such as Not Filled Out Form and Not Program Status Changed (e.g., status not updated to values like Registered, Attended Event, or other success steps). It's important to not only identify/remove people you don't actively engage with but also those who haven't engaged with you.

Also, just a heads up re the last filter in your existing filtering criteria (i.e., not executed campaign), this filter doesn't capture all the campaigns activity, just the Executable campaigns, so if a person has run through batch/trigger campaigns in the past, they'll still qualify for this filter (as long as they didn't run through the Execute Campaign flow step).

[AWmindtree]

Completely agree with @Darshil_Shah1