ReadyTalk

Meet with Confidence

Spring Cleaning Customer Data

Posted by Mike McKinnon on
Share this Post:

2012 is the year of clean data for ReadyTalk.  If you think of your marketing campaigns and processes as the engine of your demand generation car, you can think of clean data as the motor oil. If you put in poor quality oil or no oil at all, your million dollar engine will not perform to standard no matter how hard you press the pedal.

There are really three stages to cleaning your database. Assessing the current state of your database, cleaning/appending  current data and then looking at all your inputs and standardizing those. Within each of these steps there are multiple stages, but that is it at a high level.

Let’s look at the first phase assessing the current state of your database. First, you need to decide which contact fields are critical to your marketing and sales efforts. These are the fields you lead score, fields that relate to your ideal customer profile and fields that impact deliverability.  You can assess these fields in a couple of different reports.

Total Marketing Reach:  # of contacts with a valid email or phone – (bounce backs + unsubscribed)

Total Email Reach: # of contacts with valid email – (bounce backs + unsubscribed)

Profile Completeness:  % complete of your marketing critical fields in your DB. This report (shown below) gives you a view of your database and what fields need the most work.

Armed with these reports you can begin to assess the health of  your database as it relates to your marketing efforts.

As the senior demand generation manager at ReadyTalk, Mike helps manage and execute ReadyTalk’s demand generation programs, which include email, online advertising, telemarketing and tradeshows. He also oversees ReadyTalk’s lead management process and marketing funnel by using Eloqua and Salesforce.com to automate ReadyTalk’s nurturing programs and lead follow-up.


Name: ReadyTalk Blog » Blog Archive » 2012 i
Time: Tuesday, March 6, 2012

[...] my last post, I wrote about the importance of assessing the health of your database. Because if you don’t know [...]

Comments for Spring Cleaning Customer Data

blog comments powered by Disqus

Recent Posts

7 Ways to Do Security

7 Ways to Do Security If security is a priority for your organization, you will want to ensure that your audio and web conferencing services and recordings are not being accessed...

It's All About Velocity (part III)

This is the final post in a three-part series on funnel velocity. As we talked about in my first post, velocity is a key measurement for marketing efficiency. In my second post, I...

It's All About Velocity (part II)

As you read in yesterday's post on funnel velocity, you first need to identify all of the breakpoints in your lead process before you can start tweaking them. Let’s take a look at...

It's All About Velocity (part I)

This is the first post in a 3-part series about funnel velocity. These days’ marketers are really good about measuring a lot of things. Most marketers could tell you their CPA...

Not more content, better content

Not more content, better content A recap of Ann Handley’s Everybody Writes webinar presented on 11/13   ReadyTalk, Marketo, and several other sponsors were fortunate enough to host...

15 ways to know it’s time to break up (with your conferencing provider)

The road to a fulfilling, enduring conferencing partnership is almost always littered with a few attempts that turned out to be bad technology experiences, poor customer support...

Volunteers in Action: ReadyTalk helps out with Clothes to Kids

ReadyTalk recently had a chance to make our third visit to an awesome organization called Clothes to Kids! We brought along 10 volunteers to help kids and parents shop for clothes...

Debunking Webinar Myth #8: People never attend webinars

Debunking Webinar Myth #8: People never attend webinars Again, when it comes to webinars, it’s important that you manage your expectations. While you might have a lot of...

Debunking Webinar Myth #7: Webinar promotion is expensive

Debunking Webinar Myth #7: Webinar promotion is expensive. This is one of those myths that perplexed us the most. We live in a world dominated by the Internet. Marketers can...