Transform your Lead Database with the Contact Washing Machine

Bad data – whether gathered, purchased or downloaded, costs companies billions every year in lost productivity and wasted resources. As per data.com, it costs $1 to verify every record, and this cost increases, as your data gets old.

What brings in Bad Data?

On an average, respondents use 3.4 sources to collect customer contact data.

• 73% of companies collect data from their website
• 60% collect data face-to-face from sales teams
• 54% collect data from call centers
• 47% of companies collect data via mobile websites or apps

Image Credit: https://econsultancy.com

Impact of Bad Data

How can you keep your database clean & convert it into robust lead database?

The Contact Washing Machine enriches your data, and makes it Consistent, Complete and Correct – the three pillars for data that give a nitro-boost to your campaigns across different touch points. There are two types of Contact Washing Machine – Semi-Automatic and Fully-Automatic:

Working of Semi-Automatic Contact Washing Machine

It just cleans & normalizes. It works in a three step process:

• Creates series of campaigns for passing leads through data filters
• Triggers when a lead is created, and pushes it through each campaign in a sequence, before sending it for lead scoring
• Batch runs old data through CWM campaigns for better results

Working of Fully-Automatic Contact Washing Machine

Built on the Alteryx platform, the Contact Washing Machine works in a three step process:

• Cleansing: In the first step, raw data is scrubbed against a set of predefined bad values for the fields, e.g. Name, Company Name, Email etc. The app then flags bad data and separates it from the good data stream.
• Normalization: This is consequent to the previous step, i.e. good data is normalized for standardization of values such as country, state, city, job title etc.
• Enrichment: In the last step, the normalized data is enriched with third party business database to help sales executives get extra information for qualifying and prioritizing their leads.

Comparison of Semi-Automatic and Fully-Automatic Contact Washing Machine

	Features	Semi-Automatic	Fully-Automatic
	Setup in Marketo Platform
	Setup in Alteryx Platform
	Integration with Marketing Automation Platform
	Data Cleaning
	Normalization
	Data Quality Assessment
	Data Enrichment
	Converting data in ready-to-use formats

Contact Washing Machine can process as much as 200K records in less than a minute, using Alteryx’s fast data blending capabilities, which otherwise takes hours. The application is absolutely platform independent, and can be integrated with CRM systems like Salesforce.

Here’s A Contact Washing Machine Success Story

Alteryx the leader in advanced analytics, transformed its lead database, leveraging the power of the Contact Washing Machine. With CWM Alteryx was able to get:

• More than 200K clean records processed per minute
• Over 40% improvement in quality of the leads
• Upto 37% Increase in the Sales Productivity
• 25% improvement in accuracy for Sales Qualification and Prioritization

Want to leverage the Contact Washing Machine for Sales-Ready leads?