The Mantra for High Quality CRM Data A

The Mantra for High Quality CRM Data A discussion on how to: Identify, Correct & Prevent the data defects which undermine CRM Success. Martin Doyle - CEO DQ Global 1

Bill Gates said… "Virtually everything in business today is an undifferentiated commodity, except how a company manages its information. How you manage information determines whether you win or lose. “ 2

A story of three different companies 3

Who likes the term Data Quality? • Hopefully we can agree: • The edict “We want data quality” is not helpful • “We want high-quality data” is much better • We need data that looks like we expect it to and acts like we expect it to 4

Measures of Data Quality: • Completeness • Uniqueness • Timeliness • Validity • Accuracy • Consistency COMPLETENESS CONSISTENCY UNIQUENESS Data Quality Dimensions ACCURACY TIMELINESS VALIDITY 5

You Manage what you Measure 6

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Address 1_City 8

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Dates • DD/MM/YY v MM/DD/YY • 07/10/09 = 10/07/09 • 99/99/99 was accepted as a valid date structure yet it’s clearly wrong • “Y” equated to Yes but was incorrectly transformed as a year 10

Numbers • Contain: • 0’s and/or O’s • 1’s and/or I’s • Tel numbers with 9 x 000 000 11

Interpretation • M = Male in one system and Married in another • S = Single in one system and Separated in another • Gender • 9 variants in the gender field of a healthcare project 12

Shared part numbers “ 99 000 1111” System A - Radio Valve System B - Arctic Ration Pack 13

Delimiters, Qualifiers & Length • • • “, ” and , Tab or other only? Fixed Length Truncation Dislocation Embedded chars Character/font substitutions Double Byte Wrong guess of data type (Excel) and tel. numbers 14

Data Quality Problems @ Any. Co Plc. Incomplete Duplicates Correction & Corruption No Single Record View Untimely Opportunities Squandered Invalid Address, email, phone, etc. Inconsistent Inaccurate Search, Migration & Reporting Low trust in data, hence CRM 15

Correct Take away the Pain and reduce the Swelling 16

Matching technology 17

P&M Process flow CRM Database Primary. ID Secondary. ID Score {D 1 C 12 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {E 9 C 12 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {EFF 76 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} {EE 1 F 80 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} {07 F 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} {E 9 C 12 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {062080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} 94 {FFC 12 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {CDC 12 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {1 DF 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} {81 F 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} {1 C 2080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} {802080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} {EBF 76 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} {4 FF 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} 100 92 99 100 82 {CDC 12 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {EA 1 F 80 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} {4 E 2080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} 100 82 {71 F 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} {702080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} 100 {6 BF 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} {01 C 22 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {6 A 2080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} {1 FF 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} 100 {01 C 22 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {83 F 86 F 28 -E 8 EE-E 211 -9968 -0015 F 298503 A} 100 {01 C 22 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {1 E 2080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} 100 {01 C 22 E 3 A-B 7 F 2 -E 211 -95 FC-0015 F 298503 A} {822080 ED-53 F 0 -E 211 -BBCE-0015 F 298503 A} 100 86 100 18

Product Features: Multi-Record Display Differences identified Simultaneous reviewers View and edit records Promotion of record/data Notes management Auto-Merge identical Defer or Re-assign Suppress false positives Data secure 19

Actions taken for higher Quality Data Carry out a Data Audit Business Process Review Cleansing Services • Verify • Format • Validate • Enhance • Generate • Dedupe Implement Software 20

DQ Studio Software Overview 21

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Product Features: • Connect to databases, files & business application to integrate, migrate or extend • Design complex workflows without needing to write code • Deploy re-useable workflow orchestrations • Link workflows together which solve business problems • Use our pre-developed suite of activities to solve Data Quality problems 23

Dynamics CRM Modules 24

Import CRM Accounts Example 25

Dynamics CRM Activities: 26

Dynamics CRM Extended Activities 27

CRM DQ & Auto-Merge Activities 28

Prevention is better than cure 29

Benefits of higher Quality Data Missing Data Added Duplicates Removed ETL Process Completed SCV Achieved Timeliness Improved Leads Followed Up Values Validated Marketing Automation Values Consistent Reporting & BI Correct Accuracy Improved CRM Trusted 30

Differentiation for your business • Life Span (0 – 1 Yr. ) • New Ideas • Next Competitive Systems of Innovation Systems of Differentiation Systems of Record • • advantage • • • Data Services Data Quality Life Span (1 - 3 Yrs. ) Better Ideas Unique Processes Competitive advantage Commerce Life Span (10 – 20 Yrs. ) Common Ideas Operational Efficiency Compliance & Governance Pace Layering - Gartner 31

Fuelling for CRM Success High Grade Fuel Low Grade Fuel 32

Data is your Differentiator Better Data Better Business Better CRM “IF YOU REALLY WANT TO DO SOMETHING, YOU WILL FIND A WAY. IF YOU DON’T YOU’LL FIND AN EXCUSE” Jim Rohn 33