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Running a Large Commercial Data Asset A Look behind the Curtain at Data.com Matthias Zeller Sr. Director Product Management Salesforce.com May 1 st , 2013
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Running a Large Commercial Data Asset
A Look behind the Curtain at Data.com
Matthias ZellerSr. Director Product ManagementSalesforce.com
May 1st, 2013
Matthias ZellerData.com Product Management
BACKGROUND
• 2 years Sr. Director Product Management @ Data.com
• Responsible for Data.com Solutions targeted at Sales and Sales Operations
• 20 years experience in Product Management at Adobe Systems, Commerce One, Sterling Commerce and GE
EXPERTISE
• Business and Contact Data Management
• Match and Search Technologies
• Data Quality
• D&B Partnership
Matthias ZellerData.com Product Management
BACKGROUND
• 2 years Sr. Director Product Management @ Data.com
• Responsible for Data.com Solutions targeted at Sales and Sales Operations
• 20 years experience in Product Management at Adobe Systems, Commerce One, Sterling Commerce and GE
EXPERTISE
• Business and Contact Data Management
• Match and Search Technologies
• Data Quality
• D&B Partnership
/in/zellermatzeller
Agenda
• What is Data.com?
• Measuring Data Quality
• Channels to improve Data Quality
• Matching multiple Data Sources
• Searching Company and Contact Data
• Integrating Data in a CRM System
Take an empty CRM Solution and instantly fill it with accurate Contact and Account Data
Clean and unlock Business Data to target new Prospects more effectively
Data.com Social Key delivers the missing Link between Contact Data and Social Networks
Data.com provides Business Data directly in the Salesforce.com Sales Cloud
Company Information from D&B and Contacts from Jigsaw.com
Data Quality has many Dimensions
Accuracy Freshness
Completeness Coverage
Is the Data correct? Is it up to date?
Does it have the Information I need?
How comprehensive is the Database?
Leveraging multiple Channels to ensure Data Quality
Social incentives with patented gamification techniques
A dedicated team constantly monitors data submissions and usage
Patented technology that screens and cleans every contact
Augmented by other industry best practices
Community
Using Crowd Sourcing for Contact Data
Social Rankings Social Incentives Self Policing
Points for Participation:
• Give a contact• Update a record• Mark a record as
inactive
Ranking Authority
• 4 levels of hierarchy• Tiered contributions• Value for Participation• Rewards
• Dedicated Data Defenders
• Report abuse and lock accounts
• > 12k updates/day
Gamification ensures Community Participation
The Technology that powers Data.com
Search
Accuracy Assessment Algorithms
High Throughput Batch Processing
Match
Validation and Verification
Ongoing Recertifications
Bulk Update Tools
Operational Monitoring
Meet the Super Heroes of Data Quality
Super DeDuper
PuzzleMaster
Normalizer
PingerReaper
CrawlMaster
Algorithms enhance the Data Asset
Matthias ZellerSr. Dir. Product Management777 Island Blvd Ste 400San Mateo, [email protected]
Normalize
Matthias ZellerSenior Director Product Management777 Mariners Island BlvdSte 400San Mateo, CA [email protected]
Matthias ZellerDirector Product Management777 Mariners Island BlvdSte 400San Mateo, CA 94404-5059+1.650.241.8760
Matthias Zeller777 Mariners Island BlvdSan Mateo, CA 94404-5059+1.650.241.8760
Matthias ZellerSenior Director Product Management777 Mariners Island BlvdSte 400San Mateo, CA [email protected]
Piece Together
Accurate data on companies & people
Tens of millions of records uploaded each month
Best in class technology & algorithms process and clean every contact record
Jigsaw Community updates more than 1M records per month
Patented process for maintaining & updating global account database
① Global Data Collection② Entity Matching③ D-U-N-S® Number④ Corporate Linkage⑤ Predictive Indexing
Over 2,000 automated quality checks & balances to ensure D&B’s high quality standards
Matching Contact and Company Data
Search Functionality
Integrating in CRM
Want more Details?
10:30am Business Driven Social Stewardship with MDM 3.0Mehmet Orun
11:30am Fact Based Data Quality AssessmentStanislav Georgiev
