How Data.com Drives Data Quality
4 likes2,921 views
Dun & Bradstreet collects data from over 30,000 global sources to maintain records on over 233 million companies worldwide. They use a proprietary process called DUNSRight that involves global data collection, entity matching, assigning D-U-N-S numbers, determining corporate linkages, and using predictive indicators to ensure high data quality. Data.com also sources data from its community of over 2 million members who contribute and update contact records, as well as validating data through technological processes. Both Data.com and Dun & Bradstreet have dedicated teams that continuously monitor data quality and make improvements to their methods.
Ad
More Related Content
What's hot (20)
Viewers also liked (20)
Ad
Similar to How Data.com Drives Data Quality (20)
Ad
More from Salesforce Partners (20)
Recently uploaded (20)
How Data.com Drives Data Quality
- 1. How Data.com Drives Data Quality in the Cloud A Complete Breakdown of Salesforce.comโs Source of High- Quality Account and Contact Data
- 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include โ but are not limited to โ risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward- looking statements.
- 3. What is Data Quality and Why is it Important?
- 4. Quality Customer Data is Hard to Find & Maintain Uploading and Integrating It Into Your Sales App Keeping Data Up-to-Date and Current Prospecting Across Many Applications B2B Sales Rep time consumed doing research 21% Tech issue with CRM is consolidating customer data #1 Phone numbers change every 30 minutes 75 (Sources: CSO Insights; Forrester Research/CustomerThink; Dun & Bradstreet)
- 5. The 3 Dimensions of Data Quality Account Data Contact Data Duplication Completeness Accuracy
- 6. Account Data Complete Contacts Real-Time Updates Automated Clean Duplicate Management Data Quality Reporting Mobile ยง๏งโฏ Complete Contact Information from Data.com Connect ยง๏งโฏ Global Accounts Provided by Dun & Bradstreet ยง๏งโฏ Real-Time Updates of Fresh Data ยง๏งโฏ Automated, Bulk Clean of Incomplete and/or Dirty Data ยง๏งโฏ No More Duplicates with Duplicate Management
- 7. Patented Processes for Quality For Contact & Company Data Tens of millions of records uploaded each month Best in class technology, algorithms & partnerships process, clean & validate records Over 2 million members from the Data.com Connect community update 1M+ records per month Patented process for maintaining & updating global account database โ โฏ Global Data Collection โกโฏ Entity Matching โขโฏ D-U-N-Sยฎ Number โฃโฏ Corporate Linkage โคโฏ Predictive Indexing Over 2,000 automated quality checks & balances to ensure D&Bโs high quality standards Accurate data on companies & people 200K sources worldwide 1.5M daily database updates Team of Data Stewards, Analysts & Scientists maintain data quality Data Stewards
- 8. Contact Data Quality Through Data.com Connect
- 9. Managed crowdsourcing by trusted community members 2M members exchange B2B contact information ยง๏งโฏ Growing community of trusted members with shared interest in B2B contact data ยง๏งโฏ 40+ Million business professionals from around the world
- 10. Community TechnologyData Stewards Incentives with patented gamification techniques Dedicated team monitoring data submissions and usage Patented approaches to screen and maintain contacts Data.com Connect data management techniques Industry leading combination of crowdsourcing, technology, and stewardship 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements
- 11. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Community member adds new B2B contact Technology validates and normalizes at time of contribution Additional verification by data stewards Ongoing validation through technology (i.e. 90 day email deliverability checks) Ongoing updates by the community for title and address changes, etc. 1 2 3 4 5 Data.com Connect Model is Unique Deeper set of contacts, updated more frequently, with high data quality
- 12. Data.com Connect data management techniques Industry leading combination of crowdsourcing, technology, and stewardship Social Rankings Social Incentives Self Policing Points for Participation: ยง๏งโฏ Give a contact ยง๏งโฏ Update a record ยง๏งโฏ Mark a record as inactive Ranking Authority: ยง๏งโฏ 4 levels of hierarchy ยง๏งโฏ Tiered contributions ยง๏งโฏ Value for Participation ยง๏งโฏ Rewards ยง๏งโฏ Dedicated Data Defenders ยง๏งโฏ Report abuse and lock accounts ยง๏งโฏ > 12k updates/day Community 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements
- 13. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Data Stewards Continuously Monitoring Data Quality Data Quality Not Dictated by Community but Managed by Dedicated Team of Data Stewards Data Stewards ยง๏งโฏ Reviews some records ยง๏งโฏ Hypothesize patterns ยง๏งโฏ Take action on sets Data Analysts ยง๏งโฏ Analyze large data sets ยง๏งโฏ Prove / disprove hypothesis ยง๏งโฏ Look for automated approaches Data Scientists ยง๏งโฏ Create foundation for machine learning, automated detection, and alert work flows Software Engineers ยง๏งโฏ Build automation solutions that increase efficiency and effectiveness Data Stewards
- 14. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements State-of-the-Art Data Quality Technology Every Contact Undergoes Multiple Checks Per Data Field Company โขโฏValidate 3rd party โขโฏCrowdsourced feedback Name โขโฏNormalize โขโฏStandardizes โขโฏGibberish Detection Email โขโฏ Validate 3rd party for deliverability โขโฏ Bounce report checks โขโฏ Crowdsourced feedback Phone โขโฏ Country Normalization โขโฏ External verification and updates โขโฏ Crowdsourced feedback Title โขโฏNormalize โขโฏStandardize โขโฏGibberish detection โขโฏProfanity detection Address โขโฏStandardization โขโฏDeliverability check Salesforce.com has multiple patents granted or pending on use of crowdsourcing and fact-based assessments for data management. Technology
- 15. 100% Phone Number and Email Address Coverage Customers typically experience over 80% email deliverability 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Guaranteed Complete Contact Information 40+ Million Contacts โ each one complete with a phone number and email address
- 16. 94% email deliverability 87% email deliverability 93% email deliverability 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Customer Success Across All Segments and Industries Data.com Customers Driving Business With High-Quality Data
- 17. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements COMMUNITY ยง๏งโฏNew Rookie tier to raise trust barrier to entry ยง๏งโฏTune member ratings to incent members to maintain contributed contacts ยง๏งโฏFocused Community Contests โ ie. direct dials for IT decision maker contacts The Data.com Connect Community is Constantly Evolving New Community Gamifications and Processes to Encourage More Data Entries and Better Data Quality Community
- 18. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements DATA STEWARDS ยง๏งโฏAdditional automation to enable review of more community contributions ยง๏งโฏPilot and prove technology innovations in parallel with product roadmap New Methods to Data Stewards Monitoring Data Quality The Data.com Connect Team is Constantly Evolving Data Stewards
- 19. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements TECHNOLOGY ยง๏งโฏAdditional data quality checks ie. phone number, ownership ยง๏งโฏIncorporate data quality signals from web data mining ยง๏งโฏContinual retaining of algorithms ie. title normalization and classification Technology Continuously Validating and Improving The Data.com Connect Platform is Constantly Evolving Technology
- 20. Account Data Quality Through Dun & Bradstreet
- 21. Global Company Information From D&B The Industryโs Gold Standard in Account Data ยง๏งโฏ 233M+ companies across 200+ countries ยง๏งโฏ 30,000 sources worldwide ยง๏งโฏ 80+ fields of data, including D-U-N-S Number & Corporate Linkages ยง๏งโฏ 1,000 Industries ยง๏งโฏ 3 Million Corporate Family Trees with 17+ Million Companies Part of a Family Tree
- 22. The D&B Data Strategy Leveraging proprietary data, customer generated information, and global sources. Global Data Sources Customer Generated Data โขโฏ Public Records โขโฏ Web Mining โขโฏ News โขโฏ Registries โขโฏ Trade Payments โขโฏ Third Party Sources โขโฏ Financial Reports โขโฏ Customer File Sharing โขโฏ IQ Feedback โขโฏ Interactive Products Proprietary D&B Data Collection
- 23. Confidential23 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 1993 Global data file created 2000 More than doubled file size in 7 yrs 2005 Worldwide Network launched Today More than 233M 28M DUNS records 58M 100M 233M ~ 250M ~2015 Estimated 250M Focused investments by D&B continue to rapidly increase coverage of the worldโs businesses, with the majority of growth coming from the SMB sector and emerging markets.
- 24. D&Bโs Global Account Coverage D&Bโs mission is to fuel global commerce โ and they are committed to delivering real, meaningful visibility on enterprises worldwide. To do this, D&B established the D&B Worldwide Network (WWN) - an unparalleled alliance of leading commercial information providers covering more than 190 countries. D&B Owned Entities D&B Strategic Partnerships
- 25. D&Bโs Global Account Coverage D&B continuously works to reinforce their presence throughout the world by leveraging directly- owned D&B subsidiaries alongside market-leading partner companies. D&B Owned Entities D&B Strategic Partnerships 2011 Greece - In May, D&B forged a strategic relationship in Southern Europe with ICAP, the premier provider of business information in Greece, Bulgaria and Romania. 2009 Italy - D&B entered a strategic partnership with CRIF, based in Bologna, Italy, the leading banking credit information provider in continental Europe. 2008 Russia - D&B established a new joint venture with Interfax โ the leading provider of business information in Russia and the former Soviet Union.
- 26. โขโฏ 29M Active US Businesses โขโฏ 106M Active OUS Businesses โขโฏ 220+ countries โขโฏ 5M daily refreshes โขโฏ 1B annual trade updates Trade Data (12K sources) Court & Legal Filings Business Internet Data Business Registries Newspapers & Publications Telephone Interviews Company Financials D&B Customer Experiences Banking Information Morethan30,000GlobalDataSources 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Global Data Collection brings together data from over 30,000+ sources worldwide Over 30,000 Global Data Sources
- 27. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Over 30,000 Global Data Sources North America Courts & Legal Filings Offices Business Internet Sites Public Company Financial Filings Telephone Interviews Dun & Bradstreet Customer Experiences Banking Information Payment Experiences Postal Address Changes Government Registries Yellow Pages NORTH AMERICA DATABASE Newspapers & Publications
- 28. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Over 30,000 Global Data Sources Europe Business Internet Sites Insolvency Records Company Financials (public and private) Financial Statements/ Annual Returns Courts & Tribunals Payment Experiences Business Registries Telephone Interviews Business Publications & News Media Dun & Bradstreet Customer Experiences EUROPE DATABASE
- 29. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Over 30,000 Global Data Sources Asia Pacific Local Directories News Papers & Publications People's Court Newspaper Business Internet Sites Administration of Industry and Commerce National Part-Time Network for Court Dun & Bradstreet Customer Experiences Shanghai and Shenzen Stock Exchange Chinainfobank.com DUNtrade Participants China Conformity Assessment Direct Interview with Businesses Law Firms ASIA DATABASE
- 30. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Over 30,000 Global Data Sources South America Business Internet Sites Local Directories, Newspapers, Publications Official Business Gazettes Information Partners on Location Banking Information Courts & Tribunals Payment Experiences (Electronically) Local Mercantile Registries Direct Interview with Businesses Chamber of Commerce & Other ASC. LATIN AMERICA DATABASE
- 31. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Over 30,000 Global Data Sources Middle East Correspondents on Location Registry of Companies or Ministry of Commerce Company Name Start Date Location (Physical or Mailing Address) Registration Details Telephone Interview With Businesses Company Name Full Address Telephone Fax Line of Business Telephone Sales Employees CEO MIDDLE EAST DATABASE Dun & Bradstreet Customer Experiences
- 32. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Africa Over 30,000 Global Data Sources News Articles Local Telephone Directories: Telkom, Brabys and Cybertel Company Name Address Telephone Number Fax Number The Registrar's Office Registration Data Direct Interview with Businesses Business Activity Market Territory Premises Branches Divisions Employees Affiliations Principals' Antecedents Expansion Plans Balance Sheets Profit & Loss Projected Sales Confirmation on New Articles AFRICA DATABASE Correspondents on Location Dun & Bradstreet Customer Experiences
- 33. The five essential elements of insight: DUNSRightTM Global Data Collection Entity Matching D-U-N-S Number Corporate Linkage Predictive Indicators 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements D&Bโs patented method of collecting, integrating and organizing commercial data The DUNSRightTM Process
- 34. A.B.C. 123 Elm St. Bethlehem, PA 18025 (SIC) 5411-02 Chuck Smith, President Multiple unmatched records Alpha Plastics P.O. Box 111 Bethlehem, PA 18055 (SIC) 5411-02 Chuck Smith, President 610 882-7600 Charles Smith 123 Elm St. Bethlehem, PA 18025 (SIC) 5541-99 215 882-7600 D&B D-U-N-S Number: 12-345-6780 ABC, Inc + Alpha Plastics P.O. Box 111 Bethlehem, PA 18055 123 Elm St. Bethlehem, PA 18025 SICs: 5411 0202, 5541 9901 Key Executives Charles Smith, President Mary Worth, VP Marketing Chris White, Controller Phone Number: 610 882-7600 Single view of your customer 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Combining data into a single business, for a complete picture of customers and prospects D&Bโs Patented Data Quality Process
- 35. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Data processes keep pace with global changes like mergers & acquisitions as they occur Processes that React to Business Changes in Real Time Overview of D&B Corporate Linkage Maintenance Process โขโฏ Monitoring of news sources around the globe โขโฏ Third party sources help ensure merger and acquisitions, divestitures, bankruptcies and other significant events are correctly reflected in the database as they occur โขโฏ Automated process proactively sweeps global database to find and resolve โlook-alikesโ โขโฏ Daily maintenance process to detect and resolve errors globally โขโฏ Manual โTop-Downโ review of โTop 12,000โ trees annually โขโฏ Continuous accuracy measurement; focused on driving overall accuracy for the Top 12,000 trees to 90%+
- 36. 90% 91% 92% 97% 97% 98% 98% 80% 100% Address Deliverability Operational Status Employees (modeled and actual) Year Started SIC Business Name One level up linkage U.S. Data Element Accuracy D&B Data Accuracy Test, December 2013 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements D&B constantly tests the quality of their foundational, firmographic and associated data Account Data You Can Trust
- 37. Goals for the Data Standard Program โ Top 12 Markets Global Standards Targets 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements 90% of the active records in each market will contain full completeness in Identity Data Elements (Business Name, Address, Telephone, Primary Contact Name, SIC) 60-80% of the active records in each market will contain full completeness in Firmographic Data Elements (Sales or Employees and Year Started) COVERAGE
- 38. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements >90% Accuracy of Identity Elements (Business Name, Address, Telephone, Primary Contact Name, SIC) 100% of Failure and Delinquency Scores meet predictive performance standards and are monitored annually ACCURACY Goals for the Data Standard Program โ Top 12 Markets Global Standards Targets
- 39. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements INSIGHTS 45% of the active records will contain 1+ Trade Experience 30-40% of the active records will contain 3+ Trade or Trade Proxies 20-30% of the active records will contain Financial Attributes or Proxies 20% of the active records will contain Family Tree Linkage Global Standards Targets Goals for the Data Standard Program โ Top 12 Markets
- 40. 1. Data Quality Sources 2. Data Quality Model 3. Data Quality Accuracy 4. Data Quality Success 5. Continuous Improvements Validations Standards Testing Continuous Improvement Manual Review Continuous Monitoring Thousands of automated validations used to prevent incorrect data from entering database Information policies in place for globally-consistent data processing and standardized formatting Independent third parties routinely test and measure accuracy of data elements Manual reviews of data ensure accuracy and identify process improvement opportunity areas Data partners are monitored and held to quality standards; Proactive database sweeps identify trends Goals are developed for improvement so that success can be measured QualityAssurance Data Governance Rigorous Quality Assurance Programs Are Constantly At Work and Improving The Data D&B Compiles Should Not Be Accepted at Face-Value
- 41. Privacy Processes and Standards with Our Data
- 42. โAll contact data in Data.com Connect comes from community members or public sources and never from customer data managed in Salesforce. Parker Harris EVP, Technology salesforce.com Nothing is more important to our company than the privacy of our customerโs data.โ
- 43. Customers are responsible for their usage of data purchased through Data.com: ยง๏งโฏ Customers are responsible for complying with all applicable regulations, e.g. Canadian Anti-Spam legislation (CASL) and CAN-SPAM ยง๏งโฏ According to CASL: ยง๏งโฏ Customers must have an opt-in relationship directly with Canadian customers/contacts/leads to send them Commercial Electronic Message (CEM) such as an email ยง๏งโฏ Customers need to manage CEM consent and need to show proof of oral consent, written consent, business relationship, or no business relationship with Canadian customers/contacts/leads. Community based on trust and compliance How Data.com Connect complies with industry standards and best practices: ยง๏งโฏ Connect sends an opt-out notification email to new, validated contacts after they are added ยง๏งโฏ A new contact has a 14-day period to opt out before their contact information goes live ยง๏งโฏ Contacts can easily update their own info, manage contact preferences, or opt-out at any time ยง๏งโฏ Connect follows best practices for email management and is CAN-SPAM compliant