June 24, 2021 | Data Heroes
Britney Young, Marketing Operations Specialist at McKesson
Keep on top of who's actually engaging with our emails and make that decision of whether or not to keep them.
Britney is an advocate for applying effective database management strategies to get a handle on all dirty data challenges. In this episode of our The Data Heroes Podcast, Britney discusses marketing operation strategies to make sure you are always on top of your data, ensuring it is accessible and actionable to serve insights and business decisions.
She highlights the need to effectively convey data quality importance to the company higher-ups and how dirty, inactive data affects system processes, attribution and campaigns. “Just taking the data to tell that story. Have those real examples to show that because of dirty data, we can't do X.” Identify key accounts to focus on and create understanding by aligning teams on methods, tactics and utilization of tools.
Britney also discusses her Marketing Ops role, ideal account tools, duplicates, Marketo and how to use insights to fuel campaign efforts. "Always analyze your data: campaigns like what's happening after you've launched that campaign? How is your data actually doing?"
How Can Duplicates Affect Marketing Campaigns
Love At First Sight.
"I have to tell what I call my love story with Marketo, which actually began a long, long time ago. In 2011 about 10 years ago. I worked at a small digital agency and at the time I was tasked with researching marketing automation vendors. And at that time it was something brand new. Like, nobody really knew what that was. Marketo was new. I think I had looked at Eloqua and a couple of others there but there weren't many. I remember Marketo was the one where I was like, ‘This is so cool!’ And I guess you could say that's where I fell in love with Marketo. It was a lot of work to learn and grow in, but I really enjoyed it. I love going to the Marketo community to read discussion posts. There's a lot of people that answer and give helpful information."
Dealing With Stale or Inactive Data.
"Right now we have a couple of processes that we do, where I believe it's quarterly. We do opt-in campaigns. So we do try to keep on top of who's actually engaging with our emails and if they're not engaging, you know, making that decision of whether or not we're going to keep them or remove them after a certain period of time has passed."
Marketo: The Whole Lead Life Cycle.
"I think one that I would suggest if you're really trying to make an impact, is understanding how the whole lead lifecycle works and being able to partner with sales. I've been in that position a couple of times where we knew we needed to email and sales was kind of doing their thing, but there was this disconnect. And I think that's one of the biggest opportunities now for those starting out, is if you see that hole within your organization - be willing to step up and ask, ‘How can we work together and actually build out a whole lead cycle? What would that look like?’ There's a lot of times where I think everyone kind of understands or has a general understanding of how it should work. But for those of us who are in Marketing OPs and could really understand the technology, as well as the strategy, we can really bridge that gap for them."
Using Data to Identify Key Accounts.
"We've used a couple of tools, at least in the past. They have helped us identify those key accounts that we should focus on. Demandbase being one in particular. And I think that's really how we've been able to just kind of analyze who our key accounts are, and what and where the different groups we should focus on. We've also done some persona work in the past to really understand who that ideal customer is, what it is they look like."
Always analyze your data.
"Always analyze your data. Because I think sometimes we get so busy just being in the data itself in a more operational kind of position. But actually analyzing the data and how it's doing in the campaigns, like, what's happening after you've launched that campaign? How is your data actually doing? I think that's something to look at. Just don't forget that!"
- Bad Data Limits Personalization. Britney and her team ran into a huge disaster when performing a personalized marketing campaign for customers. They wanted to email accounts within their database using first names but quickly ran into issues stemming from dirty data. "We quickly realized that there were all sorts of things put in that particular name field. Anything from maybe some offensive names that, you know, sales might've used as a nickname for that person. Just all sorts of crazy junk. And that's where we realized that this is a much bigger project than we thought, and we weren't able to use any personalization."
- The Larger the Company, the Dirtier the Data. One of the challenges Britney and her team currently face is the issue of duplicates. Due to the fact that Britney works for a large company with several databases, dirty data permeates throughout and creates complexities when entering into Marketo and Salesforce systems. This has a knock on effect for campaign messaging efforts. "Wrangling all of the duplicates has been the biggest challenge I've seen so far. When it comes to doing a campaign - how data gets written into each database is where I can see how it could get problematic. Because we've had issues where someone registered for a webinar and they had a duplicate record. Well, only one of them got updated when they registered for that webinar. So the other record would get another sign-up reminder email for an event that they've already registered."
- Let the Data Tell the Story. One strategy that Britney implements to help get a handle on the data is learning how to communicate effectively. Throughout her career, Britney has used storytelling to convey the importance of datahealth to the higher-ups at companies she’s worked for. She has found using real life experiences and examples to be a powerful way of being relatable and understood. "So this is where I love to use data to make those types of business cases. I've been in that position a few times at different companies. And really what I had found is actually just taking the data to tell that story. I think a lot of times when you have those real examples to show them the dirty data, 'Because of this dirty data, we can't do X.' it helps click the connection of, 'This is something we need to fix.'"