Bad data is the #1 cause of CRM failure

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How Data as a Service can make
your campaigns more successful
Neil Hudson
Data is a commodity
Do commodities have a value?
Do commodities have a value?
Do commodities have a value?
LOW RES
Data is a precious resource
The volume and different types of data available has
become overwhelming
Exabytes
2,000
1,800 Exabytes
Structured
(1,800 Million Terabytes)
1,500
1,000
Tenfold Growth
in Five Years
Unstructured
500
Source: IDC
2006
2007
2008
2009
2010
2011
Is the source pure?
Technology alone is not the answer
Data Entry
Lack of
Information
Duplicates
Bad data is the #1 cause of CRM failure
42% of CRM failures are due to bad data
Data Erosion
Implications are costly
Data Entry
Lack of
Information
Duplicates
Data Erosion
Bad data is the #1 cause of CRM failure
42% of CRM failures are due to bad data
Costs
Insights
Campaigns
Leads
Revenue
Purity of source is critical
D&B
LOW RES
The foundation of what D&B provides is DUNSRight®,
our proprietary process for transforming information
into quality insight
The five essential elements of insight:
Global Data
Collection
Entity
Matching
D-U-N-S
Number
DUNSRight
Corporate
Linkage
Predictive
Indicators
DaaS
Data as a Service
Webform data capture
The intelligence multiplier
What if you could…
•
Identify whether the lead is something
you are already working on?
•
Highlight the lead as an existing
customer?
•
Determine whether you are already
doing business with a different part of
the group?
CRM – prospects at your fingertips
Bad data is the #1 cause of CRM failure
• Access to quality, accurate data for your prospect campaigns:
• Build lists of prospects
• Access to ‘Family tree’s’ – showing where you have existing relationships and
opportunity
• Look a like companies of your best customers
• Add decision makers contact details
• Inbuilt data quality – duplicate detection, one click record creation and data refresh
• Complete customer data, segment ready
• Tools to help sales close better:
• Social media activity on an individual / company
Returns on Purity
•
Data is a precious commodity
•
Improved ROI on CRM and Marketing Automation investment
•
Tap into enormous ‘Big Data’ insights not previously available
•
Better more targeted campaigns and increased response rates
•
More higher quality leads for sales
•
Sales and marketing alignment
•
Core competence focus
Questions?
[email protected]
www.dnb.co.uk/marketing
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