What does a successful data strategy mean to you? As a member of the Customer Success team at Dun & Bradstreet NetProspex, I talk to clients every day. During these conversations, I’ve found that our clients each have varying definitions. I’ve also noticed that the organizations that have developed a successful data strategy are taking similar steps to move the needle. By sharing these insider tips with you, my hope is that you’ll be able to develop and employ your own strategy.
1. Run a “Cleanse & Enrich” every two months.
As part of a data management subscription with Dun & Bradstreet NetProspex’s Workbench, you have the ability to run up to six “Cleanse & Enrich” projects per year. Cleanse & Enrich helps identify undeliverable emails, email threat risks, bad phone numbers, duplicate emails, and more.
2. Remove undeliverable emails and threat risks from your active lead database.
So, you’ve run your first Cleanse & Enrich, but now what? Take immediate action on undeliverable emails and email threat risks. Some clients will remove these contacts entirely while others will unsubscribe or archive them. This decision will depend on if you have limitations set forth by your MAP or not.
3. Incorporate multiple data points when deciding if you should remove a contact.
This one is more of a long-term strategy. Considering factors such as recent activity, industry, revenue, etc. is important when filtering your database. Once you remove the bad emails and send out a campaign, it is time to review the results. After you’ve sent several campaigns and reviewed the level of engagement, along with other data points, you can make an informed decision as to whether or not you should remove additional contacts.
4. Track campaign metrics and email health on our Scorecard.
After you’ve completed a Cleanse & Enrich project and sent your first major campaign, having a place to track all the key metrics is extremely beneficial. As part of our home run strategy, our most successful clients track their campaigns’ open rates, conversion rates, deliverability, etc. We then work with them on how to continue improving on our Scorecard.
5. Make sure your CRM and MAP have a bi-directional sync occurring.
By confirming a bi-directional sync is taking place, you are able to see if information is automatically being updated in both systems whenever changes are made. If one system is updated and the other is not, you risk losing valuable insight into your customers and prospects.
6. Root for the Red Sox.
I’m kidding about this last one, but it couldn’t hurt!
These steps serve as a solid foundation for sustainable success. As you develop your own data strategy, be sure to keep them in mind and share this insight with your team. You’ll be their MVP in no time!