Your metrics are only as good as your data, so how do you take steps to ensure your marketing automation (MA) system stays clean and is working optimally?
The easiest way: regularly perform quality assurance (QA) reviews on Marketing Automation systems to make sure they are always in tip top shape.
You can automate most of your QA with reports and lists. A quick QA only takes a few minutes, and can save you hours of headaches down the road. So what are some of the main things to review when doing Marketing Automation QA?
Overview
Sync Errors
Missing Vital Data
Email Performance & Deliverability
Operations & Process
Web Tracking & Form Submission
Summary
Sync Errors
One of the first steps is to double-check that everything is syncing correctly to the CRM. One of the biggest inconsistencies in data can be the result of sync errors between the MA System and Salesforce.
This is often caused by missing field values in the MA or by Salesforce field validation errors. Most of these issues won’t resolve themselves, so it is recommended that you look into any Sync Errors before they become a bigger problem. Keep an eye on these weekly.
To find sync errors in Pardot, navigate to the Admin page, then click the gear icon next to the Salesforce connector, and then select Sync Errors. This page will list all of your current sync errors in your instance.
For Adobe Marketo Engage, click Admin and navigate to the Integration section. Click Salesforce, then the Sync Errors tab.
Missing Vital Data
Missing data can cause data discrepancies and faulty metrics. Setting up lists to keep track of records missing key data, and reviewing those records weekly will help you keep your data clean, and also help you identify gaps in your processes.
Vital data might be:
- important demographic information like missing country or industry
- source data
- utm values
- lifecycle stages, among others
Email Performance & Deliverability
It is a good idea to keep track of your email deliverability on a weekly basis. Review how many emails have been sent, how many unsubscribed, and how many engaged with the content or took a call to action. Paying attention to soft and hard bounces will help to keep your sender reputation positive.
Operations & Processes
Make sure all your operation programs are running smoothly and your records are flowing correctly. Even the best programs can have holes, and lost records can mean lost potential revenue. This includes reviewing your lifecycle paths, scoring campaigns, attribution processing, compliance lists and segmentation. Review these programs for gaps and holes once a quarter.
Web Tracking & Form Submission
You should check your website on a quarterly basis to make sure it is tracking correctly. You should also review your forms to make sure they are functioning the way that they should. Watch to make sure that hidden fields are being appended, progressive form fill outs are working, and that your enrichment integrations are working properly.
In Summary
It only takes a few moments to make sure your system stays in good shape. Watch your sync errors, stay on top of missing data, review your email deliverability, spot check your operations and processes and check your web tracking and web forms.
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