The ABCs of Data Normalization

Does Your Data Live Up to Your Standards?

Let’s take a moment to review the ABC’s of marketing, shall we? “A” stands for “Account Universe,” “B” stands for “Bonus,” “C” stands for “Closing,” and “D”… Well, that’s the most important letter… Data Normalization!

So, what is data normalization?

Let’s paint a picture: Have you ever gotten a “personalized” email that pulls your first name into the body copy as a dynamic field, but the capitalization is random at best (e.g. Hi fIRsT NAmE)?

Alternatively, have you ever had to deal with two values that are supposed to mean the same thing, but the data is formatted inconsintely (e.g. a job title, such as “Account Manager” living in a database as “AM” or “Acct Mgr”)?

These are just a few examples of data that is not standardized properly. As you can imagine, this can quickly cause issues in campaign execution, reporting, and measurement. Consequently, operations professionals need a way of creating context within your marketing database by grouping similar values into one, universally formated data point.

Enter data normalization.

Did you know? 33% of elite marketers say having the right technologies for data collection and analysis is the most useful in understanding customers.

Source: eConsultancy

Check out ZoomInfo’s latest eBook to learn the new ABC’s of data normalization, including:

• Common root causes of inconsistent data points

• Ways poor data standardization impacts campaign execution, measurement and the efficacy of applications within B2B technology stack

• Potential negative impact on critical lead management processes, such as lead scoring and routing