Published on February 26, 2014
Today it is easy to have good data in your CRM! Dan Yamoah Account Director
Successful businesses use data to: Sort out legacy Enrich knowledge Get results
The problem with legacy data….. Companies with an address change in the last day 1,836 Companies into receivership / liquidation / dissolved in past week 1,386
The problem with legacy data….. Duplicate Data Stale Data Joe Bloggs Limited • Original record Joe Bloggs • Duplicate record Inaccurate Data Job titles we’ve seen: • Moved to a new part of the business • Glorified Consultant
How do we keep Up?
Today it is easy to have good data in your CRM!
Internal Data Successful Marketing External Data
1. Sort out legacy data…. “We had a lot of data (50,000 records) – something I am sure we share in common with all our members.” “We wanted the data cleansed to remove duplicates by combining records” “We wanted to find a scalable solution that would help us manage and segment our data”
Create a link …. Internal data Common Identifier Externally managed data
Legacy data: Remove “dead” companies….
Legacy data: Manage new entries….
Legacy data: Check your address…
Step 1 complete! “You took a problem I had been having for a while and made it go away. The data of 50,000 records, was cleansed within three weeks. We had previously calculated that this process would take us at least six months to achieve manually, so this was of huge benefit.”
2. Enrich Knowledge “We wanted to segment data into audience types, based on how they had responded in the past.” “We wanted to be able to run campaigns aimed at bringing back people that had previously unsubscribed”
Enrich Knowledge: What does my ideal client look like?
Enrich Knowledge: Plan campaigns
Enrich Knowledge: Overviews & financial Profiles
Enrich Knowledge: Relevant contacts
Enrich Knowledge: Group opportunities?
Step 2 complete! “We are creating much more concise, targeted campaigns which should deliver much better results”
3. Get results “We wanted to break down campaigns to ensure we are targeting the right people with the most relevant message.”
Get Results: Deliver quality leads Leads are appropriate… Timing is right
Get Results: Filter by financial health
Get Results: Monitor for sales triggers
Get Results: Lead management… • Prioritise • Allocate efficiently
In summary…. Step 1: Sort out legacy data
In summary…. Step 2: Enrich Knowledge
In summary…. Step 3: Get results
Today it is easy to have good data in your CRM! “We can’t believe it was so easy to get where we needed to be.” “Campaigns are smaller and therefore cost less, which in turn means we can do more with the same budget.”
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