In this webinar, hear how Marketo and AmberLeaf are helping other marketing teams improve customer engagement by improving customer data. Listen in to learn - How your customers view your data challenges - Who should own the data problem - Common data pitfalls and quick wins for clean up - What questions to ask of other internal groups

1. Is bad data killing your customer
engagement strategy?
Adrienne Whitten
Director, Product &
Segment Marketing
Marketo
Tim Perry
Vice President

2. Housekeeping
• This webinar is being recorded. We’ll send out the
slides and recording after the webinar concludes
• Posting to social?
• Please use @marketo
• Have a question? Please type it in the chat box for
Q&A at the end

3. Agenda
• Why should we care about data quality?
• How to address it and who is responsible for the
issue?
• Common data pitfalls and quick wins
• What questions you should be asking internally
to get started

4. It’s an amazing time to be a marketer

5. Email Web Mobile Social Ads
Expanding Customer Touch Points

6. of customers think brands
must have a deep
understanding of their needs in
order to engage them
successfully.
(Marketo)
73%
of customers say that the brands
they purchase from could do a
better job aligning their
engagement activities with my
preferences
(Marketo)
66% 65%
of customers expect all of their
interactions with a brand to be
Personalized
(Marketo)
Growing Customer Expectations

7. The Engagement Economy

8. Today’s Buyer
is inundated with options.

9. Searches for
Information
Visits Your Website
to Research
Views Demo Attends an Event Asks for
Pricing
Consults
Expert Blogs
The Customer Experience Disconnect

10. WHY DO MARKETERS CARE ABOUT DATA QUALITY?
HOW TO ADDRESS IT AND WHO SHOULD OWN THE DATA PROBLEM?
COMMON DATA PITFALLS AND QUICK WINS
WHAT QUESTIONS CAN YOU ASK INTERNALLY THAT WILL HELP?

11. Lisa Steele
700 Totten Pond Rd.
Waltham, MA 02454
Chris Steele
700 Totten Pond Rd.
Waltham, MA 02454
Prince Felix Steele
700 Totten Pond Rd.
Waltham, MA 02454
James Maguire
700 Totten Pond Rd.
Waltham, MA 02454
LL Bean Customer
LL Bean Customer
Lisa’s cousin who bought a
cat toy on SharperImage.com
and shipped it to
Prince Felix Steele
LL Bean still sends Lisa four catalogs
per quarter; to the same exact address!!

12. Customer Acts on Facebook Ad.
Customer Unable to Buy Given
Residential State.
Subsequent Emails about
Wine Deliveries Still
Received. BLAST
BLAST
BLAST
BLAST
BLAST

15. 1. Common Data Entities
2. Data Cleansing / Hygiene
3. Data Stewards / Stewardship
4. Vocabulary and Metadata
5. Data Lineage
DATA GOVERNANCE

16. People
Process
Technologies
With Data GovernanceWithout Data Governance
Complex
Silo driven
Slow to
market Inconsistent
definition
Poor data accuracy
LOB focused data
Resolve problems for
each LOB
Common
Vocabulary
Agility
Single
Version of
Truth
Quality data
Business data
Pollination

17. BOTH PARTIES NEED TO OWN A
PIECE OF THE PROCESS AND
WORK TOGETHER IN ORDER FOR
DATA GOVERNANCE TO SUCCEED

18. 1. Upstream systems typically don’t see a problem
2. Part-time Data Stewards are some times re-prioritized to become no-time
3. Resource planning for Data Governance is difficult since, similar to
production support, it is difficult to predict a crisis
4. Automation must continually streamline the process over time
5. Incremental improvements should be easy to show; define accordingly
Ø Business and IT must continue to work together!
Common Challenges

19. 1. ETL, ELT
2. Data Warehouse
3. Master Data Management
4. Big Data / Data Lakes
5. Data Federation
6. Marketo Audience Hub
DATA INTEGRATION

20. PERFORM A SELF ASSESSMENT
How connected are your
customer facing engagement
and back-end technologies?

21. More Systems, More Complexity, More Opportunity

22. 1. Reporting & Analytics
2. Reference Data Management
3. Data Visualization
4. Controlled Data Redundancy
DATA MANAGEMENT

23. US VIRGIN ISLANDS ??
PUERTO RICO ??

24. 1. Customer Engagement
2. Regulatory Compliance
3. Privacy Protection
4. Information Security
5. Records Management
DATA UTILIZATION & PROTECTION

25. Governance Maturity
Overall Data Quality for Decision Making
SEI CMM Stages
• no awareness of data stewardship
• data defined for accounts/ service lines/ regions
• application-specific access control
• react to defects
• workarounds are established
• formal stewardship processes
• data defined for enterprise
• enterprise-wide change management
• role-based access control
• prevent defects
It can be a slow process, but tangible
results can happen quickly

26. If you are sending out communications that are personalized in any
way, you are running the risk of showing your prospects and
customers just how dirty your data really is.
Worse yet, if you’re avoiding personalization in your communications
because you know your data is a mess, you are missing out on the
true power that all the data you are collecting has to offer you.

27. Assess and Prioritize
So, where do you begin?

28. PROFILE DE-DUPE ENRICHNORMALIZE
V.P.
Vice Pres
Vice President
VP
VICE PRESIDENT
Lisa Steele
700 Totten Pond Rd.
Chris Steele
700 Totten Pond Rd.
Price Felix Steele
700 Totten Pond Rd.
James Maguire
700 Totten Pond Rd.
LISA STEELE (PRIMARY)
700 TOTTEN POND RD.
DEMOGRAPHIC
FIRMOGRAPHIC
BEHAVIORAL
AUTOMATE, MONITOR & IMPROVE

29. TOP DOWN BOTTOM UP
The most important thing to remember; is to just get started.
How to Approach Data Governance?

30. 1. Health Check Queries
2. Fix obviously bad emails (test@test;com)
3. Company Name Standardizations
4. Industry Standardizations
5. Title Standardizations
6. State Correction and Standardizations
7. Zip Code Lookups
8. Country Standardizations
9. Count of Employees to Employee Range
10. Bad vs. Good Lead Source
11. Email Status Changes
12. Data Updates
13. Phone Number Detection / Formatting
14. Form files (look on LaunchPoint)
15. Updates missing known geography components (Zip/State)
Quick & Inexpensive Improvements

31. Things to Consider or Inquire About
1. Do you already have an ETL or Data Quality tool in house?
2. Do you have any formal or informal Data Governance today?
• Start by asking the owners of other key systems (i.e., CRM)
3. Do you have a centralized data warehouse or mart?
• If so, someone else has already seen the data quality issues and thought about fixing them
4. What data standards is your Marketing team applying?
• Assess time spent working around data issues
5. How well is your Marketing Automation Platform integrated with Sales
and Service?

32. Achieving an Integrated
Marketing/Sales/Service
Organization with
Improving Data Quality

33. ENGAGE
Transform the customer experience
LEARN
LISTEN

34. Transform the Experience with…
Single Source of Truth
All activities for every individual
customer in a single hub
Personalized Stories
Respond to individual activity with right
message at the right time and place
Learned Behaviors
Create dialogs at scale with automation
that predicts, triggers, and engages.

35. • Content Curation (Uberflip)
• Video Marketing (Vidyard)
• Content Management (Kapost)
• Localization (Cloudwords)
Content
• Print (PFL)
• SMS (Vibes)
• Advocacy (Influitive)
Lifecycle Marketing
Events
• Webinars (ON24)
• Virtual Events (Inxpo)
• In Person Events (Certain)
• Financial tracking (Allocadia)
Planning
Social
• Ads (Facebook, etc.)
• Listening (Sprinklr)
• Syndication (Sociabble)
Third-party Data
• Data enrichment (Dun & Bradstreet)
• Response data (Siftrock)
• Predictive (LeadSpace)
Adtech
• DMP/DSP (Turn) Data
CRM
(Salesforce)
Other
business
systems
ENGAGEMENT
PLATFORM
In the Real World
Create a Single Source of Truth

36. Learn their Behaviors
What topic engages me?
With what frequency?
On what device?
At which time of day?
How did I find it?
Where do I go next?
What have I ignored?
What content type?

37. @ Scale
Learned the best time to engage
is when owners get a new puppy
Created a campaign for new
owners corresponding to their
puppy’s development
Timed to send each week with
a new developmental milestone
Build Personalized Stories
Great stories are:
PERSONAL
RELEVANT
TIMELY

38. MARKETO ENGAGEMENT PLATFORM
ENGAGELEARNLISTEN
MARKETO APPS PARTNER APPS
AUTOMATION ANALYTICS ADAPTIVE (A.I.)
CUSTOMER DATA & IDENTITIES
ENGAGEMENT APPS
ENGAGEMENT HUB

39. Win more with Marketo.

40. Q&A

41. Thank you!