Ipreo PCM Case Study | Page 3
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Step 6: Use progressive profiling.
In a marketing automation system, progressive profiling allows you to recognize
returning prospects so that you can ask them to fill out additional data only.
SHARE THIS! When you eliminate their need to rekey data, you can significantly
reduce the number of duplicate entries, fill in any gaps, and provide a more personalized
experience for your prospects, too.
Step 6: Clean up visibility settings.
Keeping the user visibility settings up to date in your CRM or marketing automation
platform can go a long way towards keeping your database clean. By limiting visibility to
only what the role requires, you can minimize the risk of duplicate entries. Staff roles and
responsibilities can change frequently, so plan to review these settings on a regular basis.
Step 7: Support compliance efforts.
Good database hygiene is a group effort, but you need to motivate and empower people
to get them on board. Make sure every user understands how bad data impacts their
performance (use some of the numbers from Experian to communicate what's at stake)
and has the tools they need to improve their data hygiene, including training sessions,
documentation, and ongoing support.
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revenue for its clients through customized Revenue Ecosystemâ„¢ solutions.