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BCS DMSG/DAMA Does Data Quality matter? View from the business Simon Daniels Director, Marketing Operations Consulting Percassity Marketing Data Solutions
About me ,[object Object],[object Object],[object Object],[object Object]
This is the plan… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Data quality across organisations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing data ,[object Object],[object Object],[object Object],Source:  SiriusDecisions.
Key dimensions for Sales & Marketing = De-duplication and matching ✔ Consistency O Completeness Email address validation Address  Standardisation Compliancy Recency
Strategic shift? “ We’re seeing a strategic shift in approach in strong organizations, from one of data cleansing (a project with a set completion date) to data maintenance (ongoing policies and procedures to maintain data quality)” SiriusDecisions
Off-premises data quality deployment ,[object Object],[object Object],Gartner
The demand waterfall Response Marketing Qualified Lead Sales  Accepted Lead Opportunity Win/Loss
Impacts on the Demand Waterfall ,[object Object]
Impacts on the Demand Waterfall ,[object Object],[object Object],[object Object],[object Object],Source:  SiriusDecisions. “ 89% of Best-in-Class firms reported positive performance in the time necessary in preparing customer data” Source: Aberdeen Group, “Customer Data Quality: Roadmap for Growth and Profitability”, June 2007
Impacts on the Demand Waterfall ,[object Object],[object Object],[object Object],Source:  SiriusDecisions.
Impacts on the Demand Waterfall ,[object Object],[object Object],Source:  SiriusDecisions.
Cost of bad data Source:  SiriusDecisions. Nearly 70% uplift!
Making the (business) case ,[object Object],[object Object],[object Object],[object Object],[object Object]
Metrics ,[object Object],[object Object],[object Object]
Usable data 5.5m 3m ,[object Object],[object Object],[object Object],[object Object],UK business publishing company
Data quality in a 2.0 world ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Gary Palmer , Information Alchemy Achieve data quality by involving everyone who touches and uses data Users care passionately about data when it's part of what they do Only by seeing the true state of the data can users take responsibility Allow “Fitness for Purpose” standards to emerge Bottom Up & Top Down  Perpetual Beta  The Long Tail  Dynamic Self-Organising Communities  Mass Peer Publishing & Review  Empower the impassioned 
What it all means ,[object Object],[object Object],[object Object],[object Object]
Acknowledgements
Simon Daniels [email_address] @mktginsightguy © Simon Daniels 2010 BCS DMSG/DAMA Does Data Quality matter? View from the business

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Does data quality matter? View from the business

  • 1. BCS DMSG/DAMA Does Data Quality matter? View from the business Simon Daniels Director, Marketing Operations Consulting Percassity Marketing Data Solutions
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. Key dimensions for Sales & Marketing = De-duplication and matching ✔ Consistency O Completeness Email address validation Address Standardisation Compliancy Recency
  • 7. Strategic shift? “ We’re seeing a strategic shift in approach in strong organizations, from one of data cleansing (a project with a set completion date) to data maintenance (ongoing policies and procedures to maintain data quality)” SiriusDecisions
  • 8.
  • 9. The demand waterfall Response Marketing Qualified Lead Sales Accepted Lead Opportunity Win/Loss
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Cost of bad data Source: SiriusDecisions. Nearly 70% uplift!
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Gary Palmer , Information Alchemy Achieve data quality by involving everyone who touches and uses data Users care passionately about data when it's part of what they do Only by seeing the true state of the data can users take responsibility Allow “Fitness for Purpose” standards to emerge Bottom Up & Top Down  Perpetual Beta  The Long Tail  Dynamic Self-Organising Communities  Mass Peer Publishing & Review  Empower the impassioned 
  • 20.
  • 22. Simon Daniels [email_address] @mktginsightguy © Simon Daniels 2010 BCS DMSG/DAMA Does Data Quality matter? View from the business