SH: What were the winning factors that made you decide to purchase Cloudingo over other solutions?
AG: When we got Cloudingo I said, “I can’t believe I did anything else before this!” I liked the ease with which dupes could be identified and merged and converted. Additionally, automation was an important factor. I love automation; it makes my job easier. We would need a full-time employee to do what Cloudingo does automatically.
SH: I love hearing how much of a help Cloudingo was for you. You were pretty excited to get started. Did you have any hesitations or problems?
AG: We were so excited! We jumped right in… and that was our mistake. We didn’t fully understand the repercussions.
One thing we did was setup a fuzzy name match on account name. An example was Boston College and Boston University. Those records would get merged together. That was my fault for jumping in and getting excited and not fully understanding the ramifications of what would happen. Now I know more and have learned from that.
SH: You’re not alone. A lot of our customers get overly ambitious at the start without fully taking time to plan out scenarios or take advantage of our expertise.
AG: It was a lesson that this tool is powerful and it does a lot of good things, but we have to be sure to take the time to set our filters up properly otherwise it yields completely unexpected results. It’s a matter of taking the time and being very thoughtful about the process, making sure the automation rules are correct, making sure the filters are appropriate. We have automation set up for Leads on exact email match and that’s excellent. We have no issues there. Exact email? Merge them! Done.
Since we first started using the application, Cloudingo has made some updates too that have made it easier to review matches and choose the fields that are most updated, like field ordering which is very helpful.
SH: Now that your data is clean, how are you continuing to maintain it and keep it clean?
AG: Once a month we go through specific filters to ensure that any account that has recently become a customer has all related leads converted under it. We also use that time to review other filters and clean up records, though since implementing marketing automation we have had less dupes than before.
SH: What advice would you give to another admin who is thinking about data quality?
AG: Putting the right tools in place to ensure your data is clean is essential to your business. Management gets better analytics. Sales streamlines their workflows. Marketing doesn’t waste time or money on leads that may already be in the system. It’s worth investing in a tool that will make the de-duping process a breeze.