To know the timeline and understanding the relationship with the customer storing and managing the contact data in CRM is important. We also get a clear picture of how the customer benefits your business. To stay competitive and attain business success, organizations must understand the importance of optimizing the data.

Let us discuss some tips that should be in mind when managing data access.

Everyone on the team should have access to data. If anyone in the team has the Salesforce license, it is best to export and email the data to the correct people. Otherwise, if everyone has a license, then all can view the data. Either way can be applied so that all teams will have accessibility.

The biggest problem in managing the dirty data. Dirty data includes duplicate entries, inaccurate data, and incomplete data. The best practice is to remove all these kinds of data now and save time later.

Adding any contact to the database will help increase the business’s chance of growing. So if there is any confusion about adding a contact or not, you should add it.

To avoid the mistakes of entering data manually, it is always recommended to use automation whenever needed. This will also keep the data up to date.

Now let us discuss some best practices that will help optimize the data management in SFMC.

Identify the Sources where the data resides

The primary step before we start incorporating your data into SFMC is to create a data model.

But before that, it is essential to identify the sources of data. There will be multiple sources from which data is available, like web forms, web analytics services, preference centers, social media, and many more. Once the relevant data is received label the datatypes like decimal, date, boolean, and so on. The next step is to identify and label the keys as foreign keys, contact keys, and primary keys. Finally, design the data model. Contact builder always allows storing the relational data, and Email studio and Journey Builder use these data.

Build a data model

 In SFMC, data is stored in a table known as data extension. A column of the table is an attribute, and a row is a record. We can design the data model as sendable, apply data retention if needed, check the data types, and select primary keys.

Use a proper naming convention for all labels and keys. Make sure the data is deduplicated before it is imported into the data model.

Automate the Data Import into SFMC

When moving data to SFMC, configure a secure FTP. SFTp is temporary storage that ends in 21 days. After that, we can import data from the Email Studio. The second is to create a reusable import definition within Contact Builder.

You can also automate data by scheduling imports from the specified source to SFMC in the Automation studio.

To track Email Send Information, create send logs

SFMC provides standard tracking options to track the email send information. But with a send log data extension, you can follow a specific Email sent. Ideally, it is a good practice to create a send log before the start of sending the campaign out so that the historical data.

To enhance the personalization, Segmentation, and reporting, retrieve data in CRM

With the help of data only, we can improve email marketing program segmentation, and personalization.SQL data views can be used to fetch subscriber information.

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