E10: Data Cleansing Flashcards by Naomi Pierce

Maintaining accurate, current, and relevant data about your customers demonstrates…

Respect for them.

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Name 5 marketing activities that data is key for.

segmentation, personalization, lead scoring, lead routing, marketing analysis.

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As a best practice, ensure that your contacts provide you with…

clean data.

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What is a good way to think of data management?

As a see-saw between a marketer and a customer - the more effort your customer puts in to provide clean data, the less effort you need to put in.

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Maintaining clean data helps optimize use of Eloqua in the following ways: (1) _____ (2) Signature rules (3) Accurate segmentation (4) Accurate lead scoring and more precise lead routing (5) Push normalized data back to CRM

Dynamic content

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Maintaining clean data helps optimize use of Eloqua in the following ways: (1) Dynamic content (2) _____ (3) Accurate segmentation (4) Accurate lead scoring and more precise lead routing (5) Push normalized data back to CRM

Signature rules

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Maintaining clean data helps optimize use of Eloqua in the following ways: (1) Dynamic content (2) Signature rules (3) _____ (4) Accurate lead scoring and more precise lead routing (5) Push normalized data back to CRM

Accurate segmentation

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Maintaining clean data helps optimize use of Eloqua in the following ways: (1) Dynamic content (2) Signature rules (3) Accurate segmentation (4) _____ (5) Push normalized data back to CRM

Accurate lead scoring and more precise lead routing

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Maintaining clean data helps optimize use of Eloqua in the following ways: (1) Dynamic content (2) Signature rules (3) Accurate segmentation (4) Accurate lead scoring and more precise lead routing (5) _____

Push normalized data back to CRM

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In the SAP case study, mergers and acquisitions had resulted in an incomplete, inconsistent, and decayed database. What did they do to improve their operations?

A Marketing Operations organization was established with a separate department focusing solely on data.

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In the BI case study, a new education nurture campaign depended on reliable data and field completeness. How did the company clean their database?

Marketing & Sales identified and deleted junk data, built a new Contact Washing Machine, standardized field values, and decreased blank fields.

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Name five ways data is added into a marketing solution.

1 - Form submits 2 - Contact lists 3 - Events 4 - Webinars 5 - CRMs

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True or false? Data cleansing is a continual process.

True.

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The six phases of the Data Quality Process are (1) _____ (2) Analyze (3) Clean (4) Update and integrate (5) Report (6) Monitor

acceptance criteria

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The six phases of the Data Quality Process are (1) acceptance criteria (2) _____ (3) Clean (4) Update and integrate (5) Report (6) Monitor

Analyze

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The six phases of the Data Quality Process are (1) acceptance criteria (2) Analyze (3) _____ (4) Update and integrate (5) Report (6) Monitor

Clean

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The six phases of the Data Quality Process are (1) acceptance criteria (2) Analyze (3) Clean (4) _____ (5) Report (6) Monitor

Update and integrate

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The six phases of the Data Quality Process are (1) acceptance criteria (2) Analyze (3) Clean (4) Update and integrate (5) _____ (6) Monitor

Report

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The six phases of the Data Quality Process are (1) acceptance criteria (2) Analyze (3) Clean (4) Update and integrate (5) Report (6) _____

Monitor

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How can you enforce a high threshold for data quality acceptance criteria?

Help your customers input accurate data through form submits.

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Give three examples of things to check for when analyzing data.

Email addresses in standard format? Zip Codes have at least five digits? Phone Numbers hae right number of digits and area codes?

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Cleaning may involve what two processes?

Data standardization and data enrichment.

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What is data standardization?

Updating data as per the company’s or global standards - for example, making sure all telephone numbers have country codes.

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What is data enrichment?

Adding to or enhancing the existing information; for example, updating the contact’s state based on the zip code.

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What is updating?

Updating the cleaned data to your current database AND to the CRM if your marketing system is integrated.

In the data quality process, what should you report on?

Highlight the changes and share the new data.

What are the two types of Data Quality reports?

Contact Field Value report and Contact Field Completeness.

What does the Contact Field Value report show?

The percentage of Contacts with different values. For example, percentage of contacts from California.

What does the Contact Field Completeness report show?

How complete each field is, by percentage.

How can the Contact Field Completeness report be accessed?

Through the Database Health Dashboard.

What are the four C's of data management?

Consistent, Complete, Correct, Current

What does Eloqua provide to make entries for fields like Country, State or Province, and Industry consistent?

A set of pre-built standardized lists.

Where do most marketing databases stand with regard to completeness?

Most marketing databases have key fields that are 30% or less complete.

Six practices to keep data consistent include: (1) ____, (2) forms, (3) validation rules on forms, (4) social sign-on, (5) pre-populated form fields, (6) progressive profiling.

standardized data sets

Six practices to keep data consistent include: (1) standardized data sets, (2) _____, (3) validation rules on forms, (4) social sign-on, (5) pre-populated form fields, (6) progressive profiling.

forms

Six practices to keep data consistent include: (1) standardized data sets, (2) forms, (3) _____, (4) social sign-on, (5) pre-populated form fields, (6) progressive profiling.

validation rules on forms

Six practices to keep data consistent include: (1) standardized data sets, (2) forms, (3) validation rules on forms, (4) _____, (5) pre-populated form fields, (6) progressive profiling.

social sign-on

Six practices to keep data consistent include: (1) standardized data sets, (2) forms, (3) validation rules on forms, (4) social sign-on, (5) _____, (6) progressive profiling.

pre-populated form fields

Six practices to keep data consistent include: (1) standardized data sets, (2) forms, (3) validation rules on forms, (4) social sign-on, (5) pre-populated form fields, (6) _____.

progressive profiling

The Contact Data Washing Machine helps you to embed _____ into your operations.

best practices.

Set form fields that are primarily used for segmentation as...

Required fields

Think of the Contact Washing Machine as...

an oil filter within your car engine.

What data should you strategically focus on cleansing?

Data that will help your current marketing efforts.

What is an example of job title normalization?

Chief Marketing Officer can be standardized as CMO, lumped into a Marketing or Executive job function, and assigned a job level of C-Level.

True or false: A data quality process involves deleting contacts who are inactive.

False.

True or false: A data quality process involves checking the database regularly for inactive contacts.

True.

According to Sirius Decisions, how much does it cost to verify a record?

According to Sirius Decisions, how much does it cost to cleanse a record for accuracy?

$10

According to Sirius Decisions, how much does it cost your business per record if you don't take the necessary steps to ensure that the contact information is accurate?

$100

Eloqua's _____ continually monitors contacts and initiates cleansing if it encounters erroneous contact data.

Contact Washing Machine

The Contact Washing Machine uses the following Eloqua tools: (1) _____ (2) Update Rules and (3) Cloud Connectors.

Lookup Tables

The Contact Washing Machine uses the following Eloqua tools: (1) Lookup Tables (2) _____ and (3) Cloud Connectors.

Update Rules

The Contact Washing Machine uses the following Eloqua tools: (1) Lookup Tables (2) Update Rules and (3) _____.

Cloud Connectors

When enabled and used in the Contact Washing Machine, where is a Cloud Connector executed from?

From a step within Program Builder.

_____ define the elementary values that Eloqua looks up during the Contact Washing Machine execution, and the values that are used to replace or update the existing values.

Lookup Tables

Define: Lookup Table:

A two column table of associated data values. In one column, a lookup can be performed; the second column holds a corresponding, associated value.

True or false: The Eloqua Lookup Table can upload a two-column data set to match against and update field values.

True.

How many columns must a Lookup Table have?

Two.

The two benefits of Lookup Tables are:

Keep your data consistent; validate data.

Give an example of using Lookup Tables to Find and Replace bad data.

Look up values like "Test" or "1234" and blank them out or replace them with a standard value.

Where do you create a lookup table?

Contacts: Data Tools: Data Tools drop-down menu: New Lookup Table

What are the two columns of the lookup table named?

Lookup Value and Replacement Value

To facilitate uploading a .csv file as a lookup table, use:

the Lookup Table Upload Wizard

What is an Update Rule?

A set of criteria used to update values in Contact, Account, or Custom Object fields. Each rule defines a field to update and an update action to take against the field value.

An Update Rule is used to update values in ____, ____, or ____ fields.

Contact, Account, or Custom Object fields

What is an Update Rule Set?

A collection of Update Rules to be run together in sequence.

In the Contact Washing Machine, what do Update Rules act on

The information provided in the Lookup Tables.

In Update Rules, what does "Append set value to field" do?

Adds a specified value, such as a text string, to the field value.

In Update Rules, what does "Apply Date Stamp" do?

Adds a date and time stamp to the selected field.

In Update Rules, what does "Overwrite value from other field" do?

Allows you to take a value from Field A and overwrite it on Field B.

In Update Rules, what does "Overwrite value from Lookup Table Field" do?

Allows you to overwrite values to a field from a table of lookup values.

In Update Rules, what does "Set to value" mean?

Allows you to write a hard-coded value into the field.

How many rules can be in each Update Rule Set?

Approximately 500.

What happens if you add more than 250 individual rules to an Update Rule Set?

The performance during rule execution degrades. You will receive warnings about the performance of the Rule Set after 250 rules.

Where do you create a new Update Rule Set?

Contacts: Data Tools: Data Tools drop-down menu: New Update Rule Set

When working with Update Rules, it is important to start by ______ your current data values.

analyzing and scoping

To analyze and scope your current data values, and determine how to logically group them, what report should you look at?

The Contact Field Values report.

In the "Normalizing Region Field" use case, what is done?

The Region value on the Contact record is updated based on the existing value in State or Province.

What do deduplication rules allow you to do?

Check data entities, such as Contacts and Accounts, to ensure there are no duplicate records in the database.

What kind of deduplication rule is used to deduplicate the same entity types?

A single-table deduplication rule.

What kind of deduplication rule is used to deduplicate one entity type against another (such as Contacts against Companies)?

A multi-table deduplication rule.

Name 4 data tools in Eloqua besides Lookup Tables and Update Rules.

Deduplication, Lead Stage Rules, Validation, and Match

What do Lead Stage Rules allow you to do?

Use Shared Lists, form processing steps, and Program Builder actions to designate a Contact or an Account as a lead, and identify its specific stage in the sales cycle.

What do Match Rules help you do?

Find data field values that match across different data entity records for Contacts and Accounts.

What do Validation Rules do?

Clean, check, or standardize data field values on existing data or incoming form data.

Program members may be...

Contacts, Custom Object Records, or Accounts.

Where can you review all Cloud Connector applications available for cleaning data?

Topliners - AppCloud, click Data Sources and Quality.

Name Eloqua's two Cloud Applications that are used for data cleansing.

Contact Data Normalizer and String Manipulation.

What does the Contact Data Normalizer do?

Allows mass normalization of common fields

What is an example of the Contact Data Normalizer working?

If a Contact's job title is VP Marketing, the application would populate the Job Level as Executive.

The Contact Data Normalizer includes...

maintained master Lookup Tables.

Using the Contact Data Normalizer, how can you normalize the Job Level based on a Contact's Job Title?

Select the "Title to Level" normalizer reference set.

What do you have to do first when cleaning data with Contact Data Normalizer?

Select the type of data you want to normalize.

What does String Manipulation do?

Perform simple or advanced Find and Replaces, trim extra spaces, and fix capitalization.

What do you need to do to completely automate the Contact Washing Machine?

Add a Program Feeder to automatically pull Contacts into the program on a regular basis.

What are the three ways to bring Contacts into a Program?

1. One-time addition 2. Forms 3. Feeders

Describe a one-time addition of Contacts into a Program.

Addition of individual Contacts or from a shared list or filter. The Program evaluates it once on demand.

Describe how forms push Contacts into programs.

Through the processing step "Add to Program."

What do feeders reference as the source of Contacts?

A shared list or filter.

5 steps to automating the Contact Washing Machine: (1) _____ (2) Add Update Rule with Lookup Table (3) Add the First Cloud App (4) Add the Second Cloud App (5) Remove Contacts from Program

Define a Program Feeder

5 steps to automating the Contact Washing Machine: (1) Define a Program Feeder (2) Add Update Rule with Lookup Table (3) _____ (4) Add the Second Cloud App (5) Remove Contacts from Program

Add the First Cloud App

5 steps to automating the Contact Washing Machine: (1) Define a Program Feeder (2) _____ (3) Add the First Cloud App (4) Add the Second Cloud App (5) Remove Contacts from Program

Add Update Rule with Lookup Table

5 steps to automating the Contact Washing Machine: (1) Define a Program Feeder (2) Add Update Rule with Lookup Table (3) Add the First Cloud App (4) _____ (5) Remove Contacts from Program

Add the Second Cloud App

5 steps to automating the Contact Washing Machine: (1) Define a Program Feeder (2) Add Update Rule with Lookup Table (3) Add the First Cloud App (4) Add the Second Cloud App (5) _____

Remove Contacts from Program

5 steps to automating the Contact Washing Machine:

(1) Define a Program Feeder (2) Add Update Rule with Lookup Table (3) Add the First Cloud App (4) Add the Second Cloud App (5) Remove Contacts from Program

What are the two Cloud Apps you add to the Contact Washing Machine?

Contact Data Normalizer and String Manipulation.

The first step in your Database Checklist is to create new Contact fields for storing _____

normalized data.

The first step in your Database Checklist is to

create new Contact fields for storing normalized data.

The second step in your Database Checklist is to ensure that you have full ______ access.

Cloud Connector

The third step in your Database Checklist is to make sure your personal user account has

API Users security access

The fourth step in your Database Checklist is to make sure you have _____

a cloudconnectors.eloqua.com account.

The fifth step in your Database Checklist is to create _______ based on your needs.

Lookup Tables

The sixth step in your Database Checklist is to create a _______ filter to find _____

create a Contact filter to find dirty contacts.

Database checklist (6 steps - shorthand)

Fields - Cloud - API - Account - Lookup - Filter

Which data tool allows you to define a field to update and to define the action to take against the field value?

Update Rule.

Which Update Role action allows you to write a hard-coded value into the field?

Set to value

Which cloud application allows you to normalize the data in a given field against a number of master Lookup Tables?

Contact Data Normalizer

Eloqua's Contact Washing Machine helps to improve ______ for better personalized marketing.

Contact profiles.

Eloqua's Contact Washing Machine helps to improve ______ by completing key fields for measuring lead quality.

lead scoring.

Eloqua's Contact Washing Machine helps to improve ______ by better assigning Contacts to nurture programs and campaigns based on accurate profiling.

Contact lead nurturing.

Eloqua's Contact Washing Machine helps to improve ____ by making marketing campaigns more effective.

ROI