Marketing Automation and Your Contact Records: A Five Part Series That Every Marketer Can’t Miss (Part 5)
Putting Your Contact Records to the Test!
Now that you’ve read our series on how the quality of contact record data impacts the performance of your marketing automation efforts, we are hopeful that you better understand the importance of correcting and cleaning up these records. The next step is learning how your contact records measure up. To help, Service Objects offers a complimentary Data Quality Scan, providing a snapshot of where your data stands in real time and where improvements can be made.
How does the Data Quality Scan work? It’s simple: we use a small sample of your data (up to 500 records), to not only find out where your data is “good”, but more to the point, what percentage of your data is bad and/or correctable. You’ll receive a data quality score for each of the five critical lead quality components.
- Email address
- Phone number
- Mailing address
Check out a sample Data Quality Scan to see how each of these components are scored and the detailed information provided.
Once you get your results, you will have an opportunity to work with a Data Quality expert (yes, a real, live person) who will help you in deciding how best to correct and improve your contact records. From start to finish,think of them as your personal guide to improving your contact record data quality.
Leave Your Worries Behind
All in all, the Data Quality Scan is here to help marketers expose data quality problems within their companies, and we know that percentage is likely to be around 25%. It certainly wouldn’t hurt to give it a try and see for yourself, right? At the very least, ongoing data validation and correction services should become a priority within your marketing automation best practices.
And finally, before we sign off on this series, I wanted to leave you with this thought: When it comes to marketing, you have plenty to worry about. Constantly verifying and updating your marketing automation contact records should NOT be one of those worries. Implementing a data governance strategy around your contact records will ensure your records are always accurate, genuine, and up to date!
If you’re new to this series, start from the beginning! Read Part 1: Make Marketing Automation Work for You