Week 3 • Winter 2021 • Ahmed Sagarwala

Pitch Guidance

• Announcement posted on Canvas
• Watch the video for tips
• See course timeline to help pace your group

Industry
Overview

Level of Personalization

Sorce & Pellow (2003) Demand for Customized Communications by Advertising Agencies and Marketing Executives

DMA (2007)  Response Rate Trends Report

Data

5 Characteristics of Data Quality

1. Accuracy
2. Completeness
3. Reliability
4. Relevance
5. Timeliness

Leveraging Data

• Capturing ✅
• Aggregating
• Sanitizing
• Normalizing
• Deduping

Aggregating

• Linking multiple sources together
• Relational data
• APIs (Application Programming Interfaces)
  • Social networks
  • Address validation
• Datasets
  • Postage data = average income
  • Home + business address = commute time

Sanitizing

• Removing invalid entries
• Special characters
• Repeated content in fields
• Artifacts when merging lists
• Hacking attempts

Normalizing

• Address standardization
  • Zip/Postal codes
  • State & country codes
  • Address line 1 vs line 2
• Full names to individual fields
• Phone numbers
• Character casing (ie. all caps)
• Character replacement
• Company names
• Job titles

Deduping

Removing duplicate records

Merging multiple lists or customer repeats data entry.

1. Normalize first
2. Sorting the list alphanumerically (first and last name)
3. Using COUNTIF statements on fields
4. Check for duplicate addresses

Project
Mgt

Image: SmartSheet

Let's Plan!

https://www.tacticalprojectmanagement.com/project-management-excel-templates/

Break it down (Individually)

1. Course deliverables
2. Inputs for deliverables

5 minutes, then we'll share examples

Break it down (Groups)

Break it down (Groups)

Timelines + Divide & Conquer

Pro tip: Share assignments evenly

10 minutes, add to your calendars