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Luminary Tenets > E10: Data Cleansing > Flashcards

E10: Data Cleansing Flashcards

1
Q

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

A

Respect for them.

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2
Q

Name 5 marketing activities that data is key for.

A

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

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3
Q

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

A

clean data.

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4
Q

What is a good way to think of data management?

A

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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5
Q

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

A

Dynamic content

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6
Q

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

A

Signature rules

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7
Q

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

A

Accurate segmentation

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8
Q

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

A

Accurate lead scoring and more precise lead routing

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9
Q

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) _____

A

Push normalized data back to CRM

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10
Q

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

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

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11
Q

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

A

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

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12
Q

Name five ways data is added into a marketing solution.

A

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

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13
Q

True or false? Data cleansing is a continual process.

A

True.

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14
Q

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

A

acceptance criteria

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15
Q

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

A

Analyze

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16
Q

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

A

Clean

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17
Q

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

A

Update and integrate

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18
Q

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

A

Report

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19
Q

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

A

Monitor

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20
Q

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

A

Help your customers input accurate data through form submits.

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21
Q

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

A

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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22
Q

Cleaning may involve what two processes?

A

Data standardization and data enrichment.

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23
Q

What is data standardization?

A

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

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24
Q

What is data enrichment?

A

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

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25
Q

What is updating?

A

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

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26
Q

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

A

Highlight the changes and share the new data.

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27
Q

What are the two types of Data Quality reports?

A

Contact Field Value report and Contact Field Completeness.

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28
Q

What does the Contact Field Value report show?

A

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

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29
Q

What does the Contact Field Completeness report show?

A

How complete each field is, by percentage.

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30
Q

How can the Contact Field Completeness report be accessed?

A

Through the Database Health Dashboard.

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31
Q

What are the four C’s of data management?

A

Consistent, Complete, Correct, Current

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32
Q

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

A

A set of pre-built standardized lists.

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33
Q

Where do most marketing databases stand with regard to completeness?

A

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

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34
Q

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.

A

standardized data sets

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35
Q

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.

A

forms

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36
Q

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.

A

validation rules on forms

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37
Q

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.

A

social sign-on

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38
Q

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.

A

pre-populated form fields

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39
Q

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) _____.

A

progressive profiling

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40
Q

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

A

best practices.

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41
Q

Set form fields that are primarily used for segmentation as…

A

Required fields

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42
Q

Think of the Contact Washing Machine as…

A

an oil filter within your car engine.

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43
Q

What data should you strategically focus on cleansing?

A

Data that will help your current marketing efforts.

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44
Q

What is an example of job title normalization?

A

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

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45
Q

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

A

False.

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46
Q

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

A

True.

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47
Q

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

A

$1

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48
Q

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

A

$10

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49
Q

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?

A

$100

50
Q

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

A

Contact Washing Machine

51
Q

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

A

Lookup Tables

52
Q

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

A

Update Rules

53
Q

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

A

Cloud Connectors

54
Q

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

A

From a step within Program Builder.

55
Q

_____ 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.

A

Lookup Tables

56
Q

Define: Lookup Table:

A

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

57
Q

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

A

True.

58
Q

How many columns must a Lookup Table have?

A

Two.

59
Q

The two benefits of Lookup Tables are:

A

Keep your data consistent; validate data.

60
Q

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

A

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

61
Q

Where do you create a lookup table?

A

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

62
Q

What are the two columns of the lookup table named?

A

Lookup Value and Replacement Value

63
Q

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

A

the Lookup Table Upload Wizard

64
Q

What is an Update Rule?

A

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.

65
Q

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

A

Contact, Account, or Custom Object fields

66
Q

What is an Update Rule Set?

A

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

67
Q

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

A

The information provided in the Lookup Tables.

68
Q

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

A

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

69
Q

In Update Rules, what does “Apply Date Stamp” do?

A

Adds a date and time stamp to the selected field.

70
Q

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

A

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

71
Q

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

A

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

72
Q

In Update Rules, what does “Set to value” mean?

A

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

73
Q

How many rules can be in each Update Rule Set?

A

Approximately 500.

74
Q

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

A

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

75
Q

Where do you create a new Update Rule Set?

A

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

76
Q

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

A

analyzing and scoping

77
Q

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

A

The Contact Field Values report.

78
Q

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

A

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

79
Q

What do deduplication rules allow you to do?

A

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

80
Q

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

A

A single-table deduplication rule.

81
Q

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

A

A multi-table deduplication rule.

82
Q

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

A

Deduplication, Lead Stage Rules, Validation, and Match

83
Q

What do Lead Stage Rules allow you to do?

A

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.

84
Q

What do Match Rules help you do?

A

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

85
Q

What do Validation Rules do?

A

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

86
Q

Program members may be…

A

Contacts, Custom Object Records, or Accounts.

87
Q

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

A

Topliners - AppCloud, click Data Sources and Quality.

88
Q

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

A

Contact Data Normalizer and String Manipulation.

89
Q

What does the Contact Data Normalizer do?

A

Allows mass normalization of common fields

90
Q

What is an example of the Contact Data Normalizer working?

A

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

91
Q

The Contact Data Normalizer includes…

A

maintained master Lookup Tables.

92
Q

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

A

Select the “Title to Level” normalizer reference set.

93
Q

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

A

Select the type of data you want to normalize.

94
Q

What does String Manipulation do?

A

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

95
Q

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

A

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

96
Q

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

A
  1. One-time addition 2. Forms 3. Feeders
97
Q

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

A

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

98
Q

Describe how forms push Contacts into programs.

A

Through the processing step “Add to Program.”

99
Q

What do feeders reference as the source of Contacts?

A

A shared list or filter.

100
Q

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

A

Define a Program Feeder

101
Q

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

A

Add the First Cloud App

102
Q

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

A

Add Update Rule with Lookup Table

103
Q

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

A

Add the Second Cloud App

104
Q

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) _____

A

Remove Contacts from Program

105
Q

5 steps to automating the Contact Washing Machine:

A

(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

106
Q

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

A

Contact Data Normalizer and String Manipulation.

107
Q

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

A

normalized data.

108
Q

The first step in your Database Checklist is to

A

create new Contact fields for storing normalized data.

109
Q

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

A

Cloud Connector

110
Q

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

A

API Users security access

111
Q

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

A

a cloudconnectors.eloqua.com account.

112
Q

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

A

Lookup Tables

113
Q

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

A

create a Contact filter to find dirty contacts.

114
Q

Database checklist (6 steps - shorthand)

A

Fields - Cloud - API - Account - Lookup - Filter

115
Q

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

A

Update Rule.

116
Q

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

A

Set to value

117
Q

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

A

Contact Data Normalizer

118
Q

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

A

Contact profiles.

119
Q

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

A

lead scoring.

120
Q

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

A

Contact lead nurturing.

121
Q

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

A

ROI

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