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Inferred State is typically not very reliable. Email server locations can skew where the actual person resides. Inferred Country is better but not 100 percent accurate either. I wouldn't recommend relying on it for lead assigment especially if your territories are complex like ours. Hope this helps.
Thanks. I'll run a report to see how the inferred data compares to the actual data in SFDC. All of our sales are phone based so we're debating whether it's important to have geographic territories relative to any improvements in conversion rate that might be gained from reducing the number of fields on our forms.
In my company we assign by country and state and we use a combination of progressive profiling, inferred State and Country and data enrichment tools. I have a batch process that runs every night on Marketo, checks for leads without Country/State and applies inferred data when available.
I recommend caution when using a campaign to overwrite Country and State with inferred data. Depending on how they get their internet service, or if they're using a proxy, it could overwrite the Country field with inaccurate information.
We only push inferred data when the Country or State fields are empty, to avoid that exact issue.
How did you set up your campaign?
This is how I set it up:
(For the US States one)
Country = USA
State IS Empty
Inferred State Region IS NOT empty
Change Data Value (only one step)
Choice 1: If Inferred State Region is AL --> State is AL
Choice 2: If inferred State Regon is CA --> State is CA
Choice 3: If inferred State Region is CT --> State is CT
This is a batch campaign that runs once a day. We made two separate campaigns, one for East Coast and one for West Coast to make it easier to manage.
We got thousands of leads enriched by this process and it helped us a lot. We do the same for Country (divided by Regions).
Thank you so much Franco! Very helpful!