What Data Operations Can Do for You

Gartner found that 29% of the activities that will be part of the Marketing Operations Mandate in the next 12-24 months are data operations, more specifically: data sourcing, consolidation and management. There is no data-driven decision without good data; this is something that Macro has always paid particular attention to.

Data Operations Webinar - Learn from Macro Experts

On September 10, 2020, we held an online conversation which showcased OpenRefine, an open source data operations solution around data hygiene and management. We discussed the consequences of bad data and how businesses can enhance their data operations practices to maintain quality assurance and generate better revenue attribution. Martin Magdinier, our colleague and founder of OpenRefine shared a demo with us which you can watch in the full recording to learn.

We dove deep into just how seriously bad data can impact businesses - highlighting potential astonishing revenue losses of 12% and reputation damage as the result of wrongly targeting leads with the wrong message. 

But not all is lost  - we also discussed how to counteract and lower the risk of bad data by following proper high quality data sourcing practices, validating data, and checking for data integrity and consistency.

Martin accurately said “data quality is a never ending goal” so how can you automate data quality assurances in your process? You can validate your data at the capture point, perform regular maintenance audits in your database, and leverage a third party enrichment service.

How Data Operations Experts Can Help 

1. Clean Up Your CRM Duplicate Data

A CRM that is littered with duplicate, compromised, or inconsistent data can cause plenty of frustration for your sales and marketing teams. Data operations experts can not only clean up CRM but also install solutions to ensure that duplicates remain blocked so as to prevent this from happening again. 

2. Standardize Your Data

Our data operations team frequently receives requests to standardize data for our clients. You can standardize data by organizing country and state fields, company names, cleaning up lead sources and campaign naming conventions just to name a few.

3. Prevent Data Decay

Data gets old with time.... people change jobs and emails go invalid. If frequent database maintenance isn’t performed, then it decays and loses quality - causing you a loss in revenue and reputation

Not Your Typical Data Operations Responsibility

But very well suited for....

Lead Management & Qualification

Realistically speaking, many automation tools do require manual supervision. When leads come in, they will need to be processed and qualified by your marketing automation platform, but many edge cases might fall through the cracks. Our outsourced Data Operations experts can help you oversee these rouge situations which cannot be automated.

Build a Full View of Your Target Prospect or Account

Has a prospect given you their information that is missing a few key aspects, like their job title, location or firmographic information? To improve conversions, many forms don't ask for these critical pieces. Data Operations experts are the resources available to fill in these crucial missing pieces.

Better Data = Better Results = Better Business 

And that is what matters

The business impact of data operations goes beyond the maintenance of information in your CRM and building lists. A Data Operations specialist can enable the executive suite to make better data-driven decisions

One of the biggest signs of a well maintained vehicle is how many miles it has - so think of a Data Operations specialist as someone that can extend the miles of your marketing automation platform and CRM. Read more about the famous Marketing Automation Ferrari Analogy.

At Macro, our data operations specialists have many years of experience in data management, best practices and governance. Don’t get stuck suffering from the terrible effects of bad data - bring a Data Operations expert onboard today. You’ll be surprised by the positive impacts they can bring to your company.

Read more about What Data Operations Can Do For Your Company

Who performs the Data Operations function in your company?

Your thoughts and feedback is welcomed?