We all know that managing and maintaining your data can be challenging. How your data flows between systems, or how you manage access to your data, can greatly impact its quality. Poor data quality only leads to making poor marketing and sales decisions related to your campaigns, segmentations and ultimately not getting the full picture of the ROI of your efforts.
One of the ways your data can support your marketing and sales efforts is to ensure the data points you are leveraging for your segmentation and nurturing are complete and correct. Below are some helpful tips and resources for resolving your data quality issues related to incomplete or incorrect data.
#1 – Add Drop Down/Pre-Populated Fields To Your Web Forms
Adding drop down fields to your web forms will facilitate data entry for your website visitors and decrease malformed data. You can learn more about how to manage your contacts fields by reviewing full instructions on “How to Create and Use Contact Fields in Eloqua 10”.
#2 - Create a Data Import Template
Using a data import template can help ensure you do not have bad data going in through an undocumented manual process. Check out this great Topliners article entitled “List Upload 101: Keeping Bad Data Out Before It Starts”
#3 - Create a Contact Washing Machine
A contact washing machine will allow you to standardize your data before it enters your CRM and increase the quality of your segments that leverage profile data.
#4 - Use Blind Form Submits to Capture Data When Needed
A blind submit form is a great way to capture digital body language, such as content download from your website or landing pages, without requiring a visitor to submit a form.
#5 - Append Data Using a 3rd Party Tool (AppCloud)
Appending & updating data using a 3rd party tool available within the Eloqua AppCloud can ensure the accuracy of the data someone enters into your web forms.
#6 - Create a Progressive Profiling Form
A progressive profile form allows you to ask for bits of information at a time as they continuously engage with your website, content and marketing campaigns.
#7 - Create a Welcome Campaign
A welcome campaign can present an opportunity to begin to capture data from a new contact to which you might only have their email address. It is also a great way to start a new conversation with a new potential customer. In Eloqua 10, try using the pre-installed Welcome Campaign template!
#8 -Create a Re-Engagement Nurturing Campaign
A re-engagement campaign will give you the opportunity to capture updated data from your contacts. It is also great for re-engaging older/aging contacts within your database.
#9 - Create a Profile Completeness Report
Profile completeness helps you understand the overall quality of your data for segmentation.
#10 - Create Total Contacts Report
It helps to understand the tools readily accessible to you via Eloqua. This User Guide describes attributes and their associated metrics that are valid combinations when creating reports using Eloqua® Insight. In addition, any linked reports for each attribute and metric combination are provided.
#11 - Understand the Eloqua Insight Data Model
It is important to know not only the status of your data but the location of it as well. This guide helps an advance user understand how the data is structured within Eloqua 10.