As we know, it is not easy to imagine a business without data. Data is the central universe of any business. 

Day by day, business is heavily dependent on data tracking & analysis.

Data use for different prioritized tasks:

1. Tracking marketing campaign performance 
2. Checking customer response after pitching a product
3. Building reports for tracking KRAs that drive business
4. Rework on sales target where reported sales are low
5. Check competition & improve future product offerings. 
6. Maintain sales lead & capture customer journey progress

Any company maintains unique customer records for every customer. 

Customer data must be unique, as duplicate data can cause a lot of problems. 

We face a common question from customers on “How to develop an effective data management strategy.”

Salesforce offers several features that provide the best in class user experience and inherent experience across all channels. Especially for companies that work on larger volumes of data.

Salesforce CRM data management strategy relies a lot on user behavior, understanding business processes & succeeds when combined with planned execution.

Five steps to build Salesforce Data Management Strategy

There are five steps to effective Data management:

1. Take the data that you need.
2. Optimize for large data volumes
3. Use data where it lives
4. Travel light
5. Govern with discipline

• Take the data that you need

Here are the suggested questions, answers, and results for CRM relevant data.

QUESTION	ANSWER	RESULT
Can we call Salesforce the “System of record” for this data?	Yes	Take it
Do key Business processes on Salesforce need this data?	Yes	Take it
Are there automation use cases in Salesforce based on changes to this data?	Yes	Take it
Are there any Salesforce specific KRAs, reports & dashboard that use this data?	Yes	Take it
	No Questions	Don’t Take it

• Optimize for large data volumes
  

We identify and optimize the CRM for objects with millions of records referred to as large data volumes.

It helps to improve the user experience and the internal performance of CRM.

Large Data Volume(LDV) techniques:

• Force.com Query Plan: The Query Plan tool speeds up SOQL queries done over large volumes.  Query Plan tool optimizes and speeds up queries.
• Database Statistics: The Salesforce platform statistical information helps the database understand the best way to access data. When large data volumes are created, updated, or deleted, the database gathers statistics before the application efficiently accesses data.  
• Skinny tables:  Salesforce creates thin skinny tables to contain frequently used fields and avoid joins. It improves the performance of certain read-only operations.
• Custom Indexes: They are used to speed up queries
  

Salesforce uses the above techniques for optimizing Large Data Volume(LDV) performances.

• Use data where it lives

Tools like Salesforce Connect, Heroku Connect, Web services & Einstein Analytics use are an option for federation or integration. 

Salesforce Connect: This tool empowers users to manage & access data in external apps.

Heroku Connect: It helps build apps quickly on the Heroku platform.

Web Services/mashup: It helps provide quick integration of two applications.

Einstein Analytics: This helps visualize the activities occurring in the salesforce environment.

1. Travel Light

Several useful tools archive unused data that is not involved in driving business action.

Data Extract: File transfer activity places extracted data in a file location.

Data Extract via bulk API: This tool loads & deletes large sets of data.

Big Objects: This tool helps store and manage a massive amount of data on the Salesforce platform.

Heroku based solution: It is a cloud-based platform for building, running & managing apps.

• Govern with discipline

We ensure the following to govern with discipline:

Centre of Excellence: Ensure CRM changes support business goals and follow IT processes and best practices.

Release Management:  Design & document a complete release management process.

Design Standards: Follow essential design standards of coding, testing, integration, large data volumes, and other areas that affect services.

Quality Control:  Create a regular cadence of code reviews, data quality inspections, and code improvement analysis.  

Let’s Conclude:

Salesforce data management makes it easy to track, analyze, and manage the data. Managing data is not a pain anymore!

CEPTES is a Salesforce Silver consulting partner that can guide you as your strategic partner to speed up the business value of your Salesforce.com investment through consultation, digitization, and innovation. If you are thinking of growing your business using the Salesforce platform, then get in touch; we are happy to help you.