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Transcript

Hi, everyone. Thank you so much for that great introduction. My name is Jeanne Poneman, and I’m here with ÃÛ¶¹ÊÓƵ Professional Services today. I’m a senior business consultant and have been working with the tool for 14 years. So I’m excited to talk to you about data maintenance today because we’ve dealt with it quite a bit. Working with dirty data can be very cumbersome. So let’s get started and let’s get some learnings done. So for our agenda today, our discussion, we’re going to talk through and we’re going to ask you a lot of questions to think about and ponder. So clean data, why is it important and how do I get there from here? What do I need to take care of? What does data governance mean to you? And do you have any in place? And then what’s the status of your duplicates? Do you have some? Do you need to clean them up? And then we have this tool called notifications. Do you know what they are and what the purpose of them are? And how can Marketo really bring that to light for you? And then what about your data that currently lives in your database? Can I possibly ever get that clean? So we’re going to talk about that today. Okay, so let’s start at the beginning. How do we utilize our data? And how do we take that data in Marketo and identify what we want to do with it? We use it in various programs and campaigns through the utilization of fields. We can do it potentially through content personalization to get that true one to one experience with our customer database. And then we use data for cross channel communications and engagement and capture additional pieces along the way, maybe through progressive profiling and form fill outs. We can also use that data to add people and records to our nurture streams. We can use it for scoring. We can use it for a variety of things. We can use it to help tell that story from that marketing automation perspective and hand that off to our sales team so they can help prioritize their activities along the way. And then last but not least, we’re used data to help drive our reporting for how successful those wonderful marketing campaigns are that you’re putting together. So let’s take a minute and let’s talk about how I can take advantage of my data. It goes back to that old adage that we’ve been hearing for years that people process and technology. And so let’s ask ourselves some key questions along the way. Who have I given roles and responsibilities to safeguard my data? And do they have those right skill sets? Are they checking things? Do they have attention to detail? And do we trust the processes that we’ve put in place along the way to keep that most valuable asset clean? Am I utilizing my technology to help protect my data? If any of those answers is no to any of those questions, you may want to consider to put some processes in place to address these issues at hand. And you might ask yourself, well, how do I do that? You can start with pulling together a small core team from various departments to understand where those holes might be in your process, whether it is being a data upload process or maybe hiring with those right skill sets for that attention to detail or perhaps just documenting additional documentation. It’s important for the team that they come together and not rely upon that one individual to do it all. It’s everybody’s responsibility, not just yours. You’re not alone in this process, right? You’re going to work with a variety of team members, whether it’s your IT team, it’s your creative team, your third party vendors, agencies, et cetera. So be sure to share the wealth. So let’s talk for a minute about data governance. And to define it, it’s the formal documentation of that people, process and technology to help enable your organization to leverage their data as an asset. You’ll see identified some of the key benefits of data governance here on the right side of our slide. And these are all excellent benefits to your organization. So let’s take a minute and talk about each one of the pillars and see how they play a role in your data governance. One of the things that we see are roles and permission sets and how they come into play. Do you have the right training and the right documentation in place to help your people do the job that you really need them to do? And then from a process perspective, do you have controls in place? And do you have data coming into your platform? Do you understand all the various places and sources that data can be coming in? And is that protected? And are you making sure you’re not overriding key pieces of data? And then, of course, what’s that source of truth? And then obviously, technology can play a huge piece in the puzzle with regard to reporting and analytics. And can I utilize different pieces of my technology to make me aware of when something might be going south? One of the things we see working with our clients is we see a lot of folks when they get started in implementation, everybody’s an admin, right? So those are the kinds of things that you might want to go back and inspect. Have people earn the permission to become a power user or an admin. When you don’t, what we usually find is it can lead to a mess with your custom fields get created and people are using fields for unique purposes. And then you can’t count on your data to really give you the correct analysis and segmentation and reporting and all of the things that we really require rely upon data to tell us that story. So let’s ask ourselves a couple of key questions. Do you have a governance or compliance team in place for your data? If so, who are your stakeholders? And who’s your best advisors or counsel to help advise you and make those operational decisions for your organization? Do you have a mission and vision and objectives document along with those overall responsibilities for your team? Are there policies and procedures in place to ensure your data is accurate and consistent and secure? Do you have a QA process? Once that’s in place, we can take it down then inside of Mercado Engage platform to identify some key areas we want to focus. So for example, is everyone an admin? Does everyone live in that right role or permission set? Specifically, does everyone have rights to upload your data? And what’s the process for creating a new field? And let’s think about how does your data governance affect perhaps other systems, downstream systems outside of your marketing automation platform? Is it affecting your BI tool? Is it affecting your reporting? Does it affect key areas that you want to be considerate of from a sales perspective? These are all things that you want to take advantage of and make sure that you thoroughly understand. So let’s take a minute and identify a couple of quick wins for you. And that would be by going to your admin section of your instance. One of the things you might want to take a peek at that you probably talked about way back when you originally did your implementation. And let’s talk about smart campaigns. This functionality is put in place to limit the maximum number of people who qualify for a smart campaign. Whether it’s an email send or it’s scoring or potentially being added to a list, it helps identify perhaps accidentally emailing your whole database. ÃÛ¶¹ÊÓƵ’s best practice is to set this up for approximately 25% of your database. So if your database is roughly a million people, you would set your campaign limit to 250,000 records for any one campaign to allow processing. Keep in mind, you obviously can override that as an admin. And only key people will understand what you need to do to accomplish that task. The next thing I’d like to chat with you about is communication limits. So you need to ask yourself, are you a B2B or a B2C environment, or maybe a B2E environment? How many emails are too many emails for any one individual to get? Are you currently set to the best practice? Something that you want to double check and take a look at. So as we’re going through our discussions today, if something jumps to mind and you’ve got a question, don’t hesitate to put it in the chat pod over on the far area of your screen. And we can come back to it and talk to it during Q&A. So a piece to our puzzle for data governance is having a data dictionary. And there’s a couple more questions I’d like you to ask yourself along the way. Do you have a data dictionary? If so, is it kept up to date? And when a new field gets added, do you automatically go and update that file? Does your team know where to go and find that file and easily be able to go in and double check it and check their work? If you have a standard data dictionary that you may have started when you first onboarded, you can easily go and download your current data setup, your schema, from the admin field management area. And then you can add any custom fields that you might have to your data dictionary. And I’d recommend you do that on a semi-regular basis to ensure that all systems and documentation are always up to date because you just never know when you’re going to need it. So let’s take a look at that. This is where you’re going to go into your instance and go to admin in the field management area. And you can either download your complete field listing, or you can even export all of your objects and then take that additional information and add it to your data dictionary as necessary. So we talked about your data dictionary, and we’ve identified your fields that you’re using in your system. And part of your data governance is keeping track and having safeguards in place to ensure that your data isn’t overwritten by various systems or processes or data sources. So ask yourself, have you identified the specific fields that you don’t want overwritten in your database? And have you set up the rules in the Marketo ÃÛ¶¹ÊÓƵ Engage admin area? Have you reviewed this area in the last six months? Do you know the rules and are they documented for your team? Great questions, right? So let’s talk about recommendations for key data points that you might not want to override. So Marketo recommends any field with the original name in it that you want to make sure never gets overwritten. And you also want to think about like, for example, we use person source as a really good example, because person source should only be captured the very first time. You want to make sure that somebody is not coming in and overriding that. Another example of a couple other fields that you might want to think about that might be critical or sensitive information might be date of birth or phone number things that you want to use or that you guarantee that that’s really good quality information that you don’t want anybody overriding. We utilize that functionality through field blocking. In field blocking, it allows us to update to a field that you write to the field once and then you retain that original value for the lifetime of that field. And this can be useful for a field like person source. And we have some links that we’re going to put in the chat window for you so that you can refer back to that for instructions. But obviously, you’re going to go through, you’re going to identify in the admin area, you’re going to go in and identify that particular field. And you’re going to say field to be updated. And then you’re going to select in that upper left hand corner, field actions, that drop down window, and then select block field updates. And then you can see in the window, you can choose which input sources you want to block from potentially updating. And obviously, that’s your own personal source of personal choice, I should say, of which ones, which pieces you want to block. If you need help, there’s always experience league at ÃÛ¶¹ÊÓƵ.com that can help you with all of this. And again, we’ll have some key information that we can share with you to make your lives easier. So the next topic, duplicates. ÃÛ¶¹ÊÓƵ Professional Services recommends you don’t have duplicate records in your database. You know, you want to ask yourself, well, why? Well, with duplicates, there can’t be a 360 degree view of your customer. And you won’t truly understand what happens with those records if there’s multiples, which can lead to branding issues or cross communication issues. And you might not understand who was on first. And if you’re over messaging this individual, could you possibly drive them to the point where they don’t want to hear from you anymore? Those are all negative situations that we just don’t want to deal with, right from a marketing operations perspective, we really want to encourage no duplicates. So again, some questions to ask yourselves. Do you know how duplicates are being created in your database? And are potentially some sales reps or some lists being uploaded that don’t have the correct email address, and maybe they’re using a generic na na.com. I bet you’re all going and looking right now. You won’t start until you start to inspect, you won’t know. So I would recommend that you have a weekly or monthly routine where you go in and inspect your data, or perhaps you create an alert to let you know when a duplicate has been created. So you can potentially squelch that training issue or that new sales rep that just got started who doesn’t know how to search for a record over in your CRM before they create that new record. In my opinion, this is an activity that you would not assign to an intern to manage for your duplicates. You want someone who is knowledgeable about your data and understands your business processes. And it’s important to understand when you are merging a record, what is that most important piece of information to ensure that you keep the right data set and not override it if there’s a conflict. So please take that time. I know you can find this topic a little bit overwhelming. And I would tell you that your CSM at ÃÛ¶¹ÊÓƵ or your ÃÛ¶¹ÊÓƵ Professional Service Consultant, we’re here to help you. That’s what we’re here for is to help you through these types of scenarios. So if something’s jumping to your mind, make sure that you’re putting that question in that chat panel over on the far right hand side of your screen. And we’ll be happy to answer it during the q&a section. So a couple points to remember when you’re merging people. Obviously, I gotta believe the majority of you know where that is, when you’re in the duplicate area, you can click that button up at the top of your screen for merge. But it’s important to understand that when you’re merging records from a Salesforce perspective, specifically, you can only merge leads are only contacts, they merge per normal Salesforce rules. And when you’re merging them together, all leads will be converted to a contact prior to merging, they’re going to be converted to that contact. So keep that in mind. But remember, if you’ve got too much going on, that’s what we’re here for. We’re here to help you. So let’s talk about list imports. This is where things can get a little ugly. List imports can create all kinds of havoc in your database. So again, ask yourself, what’s your process? Are you asking for lists for maybe your event providers or webinars? And what’s the process for list uploads? Can anybody do it? Or do you have an inspection process? I’ll tell you a quick story. I had one customer call me to help them fix an issue that someone had randomly uploaded a list and overwrote over 40,000 records in their database. They obviously hadn’t turned on that field blocking. And guess what, because they ignored that step when they were going through implementation, it caused a lot of havoc. But we were able to help them get through it. But just want to give you guys a heads up, make sure you’re going through and go and inspect that field blocking update piece if you haven’t already. A couple other things to think about with regard to list imports is are you scouring the data or cleansing your data? Can you get your Excel file? Are you making sure that they haven’t concatenated all of those address fields into one? Are you making sure you understand what the source is and what you’re going to label that is when you are uploading your list? And are you loading it as a trusted or untrusted list? We’re going to talk about that next. So you might remember way back when, when you went through training, there was discussion around importing lists. And there are a couple of different ways to accomplish this. Just as a quick refresher, that you can specifically block untrusted sources. So what you want to do is again, in that admin section in that block field updates, you can turn on list import trusted source that I notate over here on that far left hand side of your screen that you can see. And then in the middle of the screen, you see when you’re really doing your import list. Remember you can choose, is it trusted? Is it an untrusted list? You want to probably think about that when you’re doing your list imports. And then last but not least, make sure your team members remember this from their training when they’re doing the list imports to identify it as an untrusted list. And this is going to really help benefit the team from accidentally overriding any data. So our next topic is notifications. Do you remember on that top new bar of our UX that we have that little bell up there at the top? Do you see it? Is there a big number there? If so, this is your new best friend, you need to monitor and clean this up. If you’re the admin in the system. This is your first indication that there might be something unusual going on in your system that you need to go look at. So you found that there’s a lot of notifications. How do I figure out what to do? Well depending on what type of notification it is, if it’s a web services error, you need to go to developersmarchetto.com and search for that error code. You may have some campaign errors where you click on the campaign to understand why did I get that notification? Was it over the campaign processing? Remember you set that for 25%. Did you forget a flow step in your setup? And then there’s always those native CRM errors. You’re going to need the help of your CRM admin to help diagnose and resolve those kinds of issues. But bottom line, there’s an easy button and you can sign up for subscriptions to different types of notifications. Now you can ask yourself, do you need to get an alert on all of them? Probably not. But you want to pick the ones that you know you should take immediate action on. The rest you can review on your QA process daily or weekly basis and stay on top of the situations at hand. Subscribe to your notifications. You’ll be able to select in that gray bar at the top of your subscription button and click that and then choose what type of notifications you might want to receive an email about. Personally, I like to be informed about those CRM sync errors and campaign failures. Those are my top two, but you can choose which ones you’d like to experience. So we spoke a minute ago about the notifications for web service errors. And here are a few steps I’d like you to take to understand what to do next. So the first thing you want to do is visit developersmarchetto.com. Well you’re going to ask yourself, what can I do there? Right? Well here are the instructions for your team of how you can pull perhaps daily errors or weekly errors or those error response codes. And so once you’ve notified or identified that notification of the specific code that was used, you’re going to want to look up the error code. And you’ll notice on the far right hand side, they’re all listed in numerical order. So we’re not there yet. We still have more work to do. We want to go back to web services and we want to go to the admin section in your Marketo ÃÛ¶¹ÊÓƵ Engage. And you want to go to the web services error section, I should say. And you’re going to click on where it shows those requests in the last seven days. And you’re going to want to take a peek at that date when the error came in. And then you’re going to want to go through your list of your users and who is actually sending in API calls from that particular point in time. Remember our best practice is always to have for each API integration, their own user login. So it makes it a little easier for you to call out if the error was made on say January 11th, you can then more easily identify which users were actually making the calls that day to potentially track down your offender. So the notifications take a little bit of work, but you can do it. The next thing I want to share with you is about data append services. Data append is a process that involves adding new data elements to your existing database. An example of a common data append would be the enhancement of maybe a company’s customer files. So companies often collect basic information, just like you do phone numbers, emails, addresses, etc. A data append firm can take that information that you have and match it against their larger database of business data, allowing for desired missing data fields to be added behind the scenes so you don’t have to ask for 15 fields to be filled out on your form prior to handing it off to your sales team. This makes your life so much easier. It relies on a reputable team for the data, and I’m sure you’re going to recognize some of these names. So please take some time, go do some research, and have fun with this. A couple more questions for you to ponder when you think about your data. Do you trust the data in your CRM? Are you currently capturing things like industry and SICK codes or NAICS codes or descriptions or even number of employees? Because you might be using some of this information to do your scoring, and it’s important for you to have it. So do you need this data to see if it’s really a good fit for your business? Are these the people you really want to be targeting? If you need reliable data, then invest in a data append service. And depending on what type of data you need, you’re going to find that there’s several reputable partners out there for you to engage with. Remember, it’s always a best practice whenever you’re bringing on any new vendor or provider that you always test that integration in your sandbox prior to setting it up in production. Now it will depend on where you want to do this data append service, whether you’re going to put it in Marketo directly or perhaps in your CRM. But they’re always going to have an integration guide available for you to walk through step by step and all the nuances around their solution. And if you choose to integrate with Marketo, make sure you create it with a new API user and set them up just like we have done probably several times in the past. And then remember to set up that custom service connection enabled within your admin launch point system. Everybody wins when the team comes together, whether it’s forming a governance committee to document your processes for clean data, you can focus on your fields, you can maybe do some retraining on list imports if it’s required, or maybe ensure that there’s a really good solid process for scouring or cleaning your list prior to your upload. Remember to refresh that data dictionary that’s probably been filed away for a long time. And for goodness sakes, go back and look at your field blocking and admin to protect your data. You can identify your duplicates and keep those to a minimum. And then remember to monitor your notifications to alert you to those business critical situations. And then last but not least, utilize those data append services to clean and fill in those white spaces of what isn’t in your database today to help you better target and segment your data to help drive revenue. So next up, Q&A. All right, welcome, Jeannie. We’re going to answer your questions, folks, right now. Thank you so much for joining. So the first question comes from Madison and Madison is asking, what is your best practice on email communication limits? That’s a great question. Thanks, Madison. It depends on what type of business you’re in. Are you B2B or B2C? Obviously, B2C might allow for a few more emails to go in during the course of a week. But you always want to make sure that you’re monitoring how often you’re sending emails. Make sure you’re looking at your unsubscribe rates or if your click rates seem to be going down. Are you oversaturating that market? Great. Thank you, Jeannie. The next question is from Casey. And Casey is asking, well, as you know, some of our Marketo users, they move from company to company. And if you are coming into a company that already has a large number of duplicate files, is there a faster way to go through the duplicates rather than go one at a time and merge them? Yes. So, Casey, that’s a great question. You might want to work with your CRM team to understand if they’ve got a duplicate app in their Salesforce or CRM. If not, ÃÛ¶¹ÊÓƵ Professional Services does have a solution to work on what we call auto merge that can help go through your duplicate files. But we would want to ask some questions and do a little preliminary view of whether that’s a good candidate for that specific use case. So reach out to your customer success manager or if you’re currently working with ÃÛ¶¹ÊÓƵ Professional Services, reach out to your consultant and start opening that dialogue to talk about your duplicates. Great. Thank you. And here’s a question from Chuck that we in product management get asked a lot. Should duplicates be managed in your CRM or in Marketo Engage or both? Well, I’m going to give you the standard consultant response. It depends. So we’d want you to work closely with your CRM team, understand where do those duplicates really live. Are they Marketo only records or are they contact records and lead records that live over in your CRM or is it a combination of both? You might have to modify your solution to come up with the best outcome for you. Thank you. Now, Danny is asking, when you’re cleaning up duplicates, how would you recommend tackling a large initial cleanup, meaning our current duplicates list is very large. So how would you go about starting the cleanup process? And I know that can be overwhelming for folks, right, in terms of how to get started there with that cleanup. Yeah, I think it comes down to, Danny, understanding, again, where does that data live? Is it only in Marketo and you’ve got a huge duplicate issue maybe from old Web API information coming in? Is it coming in from your CRM, things like that? What I would do to start is view your duplicates list that’s in your database section. You could download it, you can slice and dice it through an Excel file to understand how many leads, how many contacts, how many are Marketo only records to start doing a little bit of analysis on that. After that, then I would schedule a meeting with my CRM admin. If you’re the maps manager or responsible for your overall Marketo instance, and then come up with a good plan of how you’re going to clean that up. You need to understand who and where are those duplicates being created so you can plug that dike. Great. Now, here’s a slight change in focus. So here’s a question about fundamentals. I do see so, and I hope I pronounced that correctly, is asking what is the definition of trusted and untrusted in the Marketo engaged context when importing a list? I think it’s a great question. It’s a fabulous question. So obviously there’s definitions out there. You can go check it out with regard to trusted and untrusted, but I think of it like this. The trusted list would be maybe an internal list that maybe came from your CRM team, or maybe it came from someone it was handed off to you maybe by your digital agency or something like that. An untrusted list, when I think about it, is probably more something that maybe came to you from an event, a trade show or something like that, where it hasn’t been cleansed, it hasn’t been reviewed. I can’t tell you how many event lists I had over the course of my life where they had the address all in one field, address city, state, zip, country, right? So you had to go in and clean that up. To me, those are what I would refer to as untrusted lists, and you want to be very specific and very cautious when you’re doing your data mapping, when you’re importing those lists. I hope that answered your question. Great answer. Thank you, Jeannie. Now, maybe you could explain to Sally, is there a way to unsubscribe to notifications? So Sally, I’m wondering if you’re talking about the notifications window that’s up in the top bar or what you’re specifically referring to. If you’d like, you can send me a personal email afterwards. I’d be happy to get into a little bit more about your specific use case. My email address is penmanatadobe.com for those of you who want to ask any additional questions after this session is over, but I’d be happy to answer it and work with you, Sally, on that one. Thank you. Now, Tom is asking, if fields are blocked from being updated, will Marketo Engage still allow for empty fields to be populated initially? Yes, that’s a great question, Tom. Yes. So how that works is if you have a field blocked, if it’s empty the first time coming in, it will allow that data to be populated. It’s therefore after the fact that from there on, everything will be blocked. Great. Now, Melissa is asking, if you don’t have the luxury to implement a complete data appending service, how would you determine what data fields you append or which records are appended? And also asking about data standardization. So I guess the first question is, how would you determine which data fields to append and which records are appended? So I think it comes down to potentially you working with whoever is asking for it, right? So is it your sales team? Is it your marketing team? Understanding where is the data coming from and what data is truly driving what needs to be maybe standardized or appended. So for example, if you want to do some scoring based on SICK code or NAICS code, right, you would want to understand that and potentially go and ask for funding from the marketing team to help assist with those kinds of things. But it comes down to prioritization in my mind of understanding what is the data going to be used for and how is it going to help you drive your business? Great. Now maybe you can share some best practices here. So Sarah is asking, what are the best practices for loading a flat list into Marketo Engage and compare that to loading into Salesforce to avoid duplicates? Yep. So once you’ve done your full implementation and your data’s come down from Salesforce, our best practice moving forward is all lists get loaded into Marketo instead of Salesforce. You’ll understand and more than likely you’ll see from time to time, depending on that CRM setup of what are their best practices for allowing duplicates to come into Salesforce. Some groups are great and they really have a handle on that. Other groups, maybe not so much. It depends on your CRM admin. Do they live in house? Is it outsourced? Who’s paying attention, right? But if you load the list into Marketo, that’s one of the beauties about Marketo is when you do list uploads, it will automatically dedupe for you. So that’s our best practice there. Yeah, no, that’s a great practice. And then it looks like I have one last question for you. This is from Devon and Devon is asking, we have bounce automation setup, but we’re not utilizing bounce codes. Do you recommend building bounce automation keying off of the bounce codes or is it really necessary given that, for example, they’re not utilizing them right now? So Devon, if you’ve been onboarded or you’re working with ÃÛ¶¹ÊÓƵ professional services business consultant, part of our best practices is we build for you a data management setup that are automatically listening for those bounce codes, depending on what category they are and things like that. And then Marketo behind the scenes will automatically identify, is it a hard bounce, a soft bounce? What category is it a 550 type bounce code, those kinds of things. We’re going to listen for those behind the scenes. We also work very closely with our email deliverability team and consultants to understand. And part of that best practices, there’s a bunch of smart lists behind the scenes that are constantly listening for those responses back from our mail servers. So I would highly recommend if you’re not doing that today, you might want to reach out to ÃÛ¶¹ÊÓƵ professional services to give you a hand and just a quick shout out to Tiffany. Thanks for watching. Thanks for being a great client. We’re so happy you’re with us. Well thank you so much, Jeannie. Appreciate your time answering all these questions and for a great presentation, extremely informative. Thank you.