My presentation from the Enterprise Data World 2013. Data.com (a business unit of Salesforce.com) integrates crowd-sourced contact data matched to commercial D&B company data in Salesforce.com applications. Learn how Data.com addressed various data operations, data quality and data integration challenges managing a data asset of over 30 million contact and over 200 million company records. This look behind the curtain of the Data.com operations will provide insights into the lessons learned managing a large scale, commercial contact and account database. - Assessing and managing the data quality of contact data - Cleaning data using algorithms, crowd-sourcing, data stewards and data services - Best practices in matching various data sources (contact and account data) - Implementing scalable and user friendly search features - Integrating data cleansing features in a CRM application

1. Running a Large Commercial
Data Asset
A Look behind the Curtain at Data.com
Matthias Zeller
Sr. Director Product Management
Salesforce.com
May 1st, 2013

2. Matthias Zeller
Data.com Product Management
BACKGROUND
• 2 years Sr. Director Product Management @ Data.com
• Responsible for Data.com Solutions targeted at Sales and Sales
Operations
• 20 years experience in Product Management at Adobe Systems,
Commerce One, Sterling Commerce and GE
EXPERTISE
• Business and Contact Data Management
• Match and Search Technologies
• Data Quality
• D&B Partnership
/in/zeller
matzeller

3. Agenda
• What is Data.com?
• Measuring Data Quality
• Channels to improve Data Quality
• Matching multiple Data Sources
• Searching Company and Contact Data
• Integrating Data in a CRM System

4. Take an empty CRM Solution and instantly fill it
with accurate Contact and Account Data
Clean and unlock Business Data to target new
Prospects more effectively
Data.com Social Key delivers the missing Link
between Contact Data and Social Networks
Data.com provides Business Data directly in the
Salesforce.com Sales Cloud
Company Information from D&B and Contacts from Jigsaw.com

5. Data Quality has many Dimensions
Accuracy Freshness
Completeness Coverage
Is the Data correct? Is it up to date?
Does it have the
Information I need?
How comprehensive
is the Database?

6. Leveraging multiple Channels to ensure Data Quality
Social incentives with
patented gamification
techniques
A dedicated team constantly
monitors data submissions
and usage
Patented technology that
screens and cleans
every contact
Augmented by other
industry best practices

7. Community

8. Using Crowd Sourcing for Contact Data

9. Social Rankings Social Incentives Self Policing
Points for Participation:
• Give a contact
• Update a record
• Mark a record as
inactive
Ranking Authority
• 4 levels of hierarchy
• Tiered contributions
• Value for Participation
• Rewards
• Dedicated Data
Defenders
• Report abuse and lock
accounts
• > 12k updates/day
Gamification ensures Community Participation

11. The Technology that powers Data.com
Search
Accuracy
Assessment
Algorithms
High Throughput
Batch Processing
Match
Validation and
Verification
Ongoing
Recertifications
Bulk Update Tools
Operational Monitoring

12. Meet the Super Heroes of Data Quality
Super DeDuper
PuzzleMaste
r
Normalizer
PingerReaper
CrawlMaster

13. Algorithms enhance the Data Asset
Matthias Zeller
Sr. Dir. Product Management
777 Island Blvd Ste 400
San Mateo, CA
6502418760
mzeller@salesforce.com
Normalize
Matthias Zeller
Senior Director Product Management
777 Mariners Island Blvd
Ste 400
San Mateo, CA 94404-5059
+1.650.241.8760
mzeller@salesforce.com
Matthias Zeller
Director Product Management
777 Mariners Island Blvd
Ste 400
San Mateo, CA 94404-5059
+1.650.241.8760
Matthias Zeller
777 Mariners Island Blvd
San Mateo, CA 94404-5059
+1.650.241.8760
Matthias Zeller
Senior Director Product Management
777 Mariners Island Blvd
Ste 400
San Mateo, CA 94404-5059
+1.650.403.5708
Matthias.Zeller@salesforce.om
Piece Together

14. Accurate data on
companies & people
Tens of millions of records
uploaded each month
Best in class technology & algorithms process
and clean every contact record
Jigsaw Community updates more
than 1M records per month
Patented process for maintaining &
updating global account database
① Global Data Collection
② Entity Matching
③ D-U-N-S® Number
④ Corporate Linkage
⑤ Predictive Indexing
Over 2,000 automated quality
checks & balances to ensure
D&B’s high quality standards
Matching Contact and Company Data

15. Search Functionality

16. Integrating in CRM

17. Want more Details?
10:30am Business Driven Social Stewardship with MDM 3.0
Mehmet Orun
11:30am Fact Based Data Quality Assessment
Stanislav Georgiev