Data Quality Bootcamp or Why Dirty Data = Low Marketing ROI

Video created by 6b251803a89899b5bc8c7709db4c78261ad820a5 on May 23, 2015

    This video of a session held at the 2015 Marketo Summit. It was given by Elliott Lowe and Inga Romanoff. Below is a description of the session.


    Data Quality Bootcamp or Why Dirty Data = Low Marketing ROI

    Avoid GIGO (garbage in, garbage out): increase efficiency and save money by instituting good data practices. This session will give you very practical tips on how to set up data and process quality management campaigns.

    As a result, the value-adding functions like scoring, models and attribution return real ROI

    • Hands on data quality, e.g. Invalid Email Address, Bad Phone Number, Duplicates, Unknown Marketo Lead
    • Data normalization: state and country
    • What is inferred Marketo data and how to leverage it
    • Troubleshooting CRM connection & sync for records: required fields, default values, reconnecting 'orphan' Marketo records
    • Know your Marketo cookies: identifying and correcting Marketo cookie to associate with correct lead record
    • Using data append or data enrich flow action

    This session is well-suited for marketing leaders, practitioners and marketing operations specialists and it will outline implications of dirty data or broken processes and will provide hands on advice on how to pinpoint data hygiene factors for your organization.