Best Practice - Standardized Data Sets & Values

• Data is the key to everything. If your data is not standardized, how can you score, segment or route leads?

  
  

• When do you do this?  In the beginning is best, but if you have to circle back after you’ve already implemented marketing automation, it’s better late than never.  Many marketers (or management) don’t realize how important this is until later in their use of automation. Note that if you get this right, other success planning elements will be much easier - and more successful.

  
  

• Who owns the data? Doesn’t everyone in the company own some type of customer or prospect data?  More than likely, this data is shared. Creating a Standardized Data Set with Values and placing it on a central repository for all to access will get you started on the right path.  On your Standardized Data Set document, note a master system of record and make sure all stakeholders agree. 

Recommended Resources:

• Data Management Playbook:  Best Practices for Increasing Data Quality and information on Standardized Data Sets

• Data Dictionary Template:A great Excel template to use for creating standardized data sets for your organization

• Standardized Data Values Example:  Examples of common fields to standardize on