Extreme Data Cleanse: 3 Impossible Challenges and How We Conquered Them
As marketers embrace the full possibilities their data has to offer, many are confounded by less-than-best practices from the past. Inheriting bad data or legacy systems shouldn't be a barrier to world-class marketing.
However, many marketers are surprised when they find out that they can't simply move data from one platform to another—even when those platforms are by the same provider. In reality, after investing in a new marketing platform, there may be significant hurdles to properly integrating data.
Fortunately, at Kelmscott, we love a challenge.
…many marketers are surprised when they find out that they can’t simply move data from one platform to another…
THE DATA DISCONNECT
Data often comes from sales, where CRM can operate with lower-quality records than marketing requires. Sales reps are able to work around holes, inaccuracies and redundancies, but a platform such as Salesforce Marketing Cloud and Pardot rely on detailed, accurate views of each customer or prospect in order to automate ongoing, relevant interactions.
For three recent Kelmscott clients, adding Pardot uncovered issues within their data. Together, we were able to help them overcome significant obstacles to realize the full value of Salesforce Pardot-driven marketing automation.
IN A LEGACY SYSTEM, MERGING DUPLICATES IS NOT ALLOWED
Marketing for this association was driven by an IBM platform that didn't feed information to Salesforce, so the client decided it was time to move to Marketing Cloud and Pardot.
Unfortunately, the existing system didn't allow the merging of duplicates in their 1.2 million-record database, so the old records could not be integrated with matching Salesforce sales contacts.
First, Kelmscott utilized duplicate management tools to identify duplicates in the original system. Once these had been flagged, master active records were created that compiled data from all matching records. When a single active record existed for each contact, Kelmscott created a custom adapter to synchronize fields as data flowed into Salesforce.
THERE’S NO STOPPING THE INFLOW OF BAD DATA
This large equipment manufacturer hoped to use Salesforce CRM data to market to clients and prospects. Their records, however, were initially created as a part of asset tracking and were filled with markings that could only be deciphered by those who made them. They were virtually useless to marketing.
Kelmscott was engaged to investigate the problem and recommend a solution.
As it turned out, there was no way to address the upstream data problems. Those creating records were focused on machinery delivery, maintenance and upselling existing clients, and the data reflected contacts' relationships to individual pieces of equipment.
Inspired by the way "outfalls" from factories are treated when seeking to clean up water quality, Kelmscott started by pinpointing the primary sources of inaccurate records. If information from these sources couldn't be improved, it was essentially quarantined from the higher-quality data.
For the data that remained, Kelmscott recommended the creation of parallel records which would remain under marketing's control. Kelmscott devised methods to clean, deduplicate and manage these records so that the client could proceed with effective marketing campaigns.
YEARS OF ATTRIBUTES COLLECTED OUTSIDE SALESFORCE.
This information services provider's target was so narrow, they were able to populate Salesforce without connecting to their Marketo data. The contacts in each were similar, but Marketo held innumerable custom attributes and data points. This became an issue when they decided to move their marketing data from Marketo to Pardot.
Kelmscott defined custom objects in Salesforce, then developed a custom adapter using the Marketo and Salesforce APIs. In addition, new and existing data was kept separate within Salesforce, to avoid interfering with sales activities during the transition. Movement of data was carefully controlled as Pardot was loaded with the client's Marketo contacts as well as the additional information collected over the years. When it was time to shut Marketo down, every record had already been moved to Salesforce with full attributes.
WHAT'S YOUR IMPOSSIBLE DATA CHALLENGE?
Our experience with a wide range of ERP and CRM systems, as well as every leading marketing automation platform, gives us a leg up on crafting solutions that work—quickly and efficiently. Give us a call and find out how we can help you make the most of your marketing technology investment.