Are you the ruler of your data or does your data rule you? If at times you feel that the latter is true, you are not alone. Bad data affects destination marketers across the globe and can have a serious impact on your organization. The solution? Regular database maintenance that will keep your reporting output and user experience top-notch.

Rest assured that we’ve done some of the dirty work for you. Our handy best practices checklist includes some of the standard database maintenance processes that can easily be incorporated into your workflow. Today is the perfect time to update, consolidate and eliminate bloat in your CRM. We suggest that you review each user group for the following:

Report Icon

  • Are there multiple reports pulling the same data? Can you add columns or run-time filters to one report to eliminate the need for the duplication? If so, make a list of report names and report URLs, then determine which one will be the master and what changes will need to be made for the consolidation. Create a ticket for updates.
  • Identify which reports are no longer being used. If it is a standard report, mark it inactive. If it is a custom report, delete it. If it is a bureau report, create a ticket with a list of report names and report URLs that can be removed.
  • Are your descriptions clear and precise? Do they list the UDFs used, the filters and criteria in a clear manner? If not, make sure you know what the report should be doing and put in a ticket to have the description updated.
  • Ensure each active report includes the current branding.


Template Icon

  • Mark templates that are no longer used as inactive.
  • If one does not exist, have an analyst make a sample template to display core special tags and custom special tags. Review tags to see if they need to be recreated or updated. Create a ticket to add, delete or modify special tags. 
  • Ensure each active template contains current branding.
  • Review field data for fields that are used in marketing campaigns. Ensure all records used in the campaign contain valid data.


Form Icon

  • Is the form compliant with GDPR and data privacy laws?
  • Are you using the data you collect on the form? If not, can the form be simplified or removed?
  • Review all forms. If a form is no longer being used, mark it as inactive.
  • Does the form tag records? If not, create a ticket and have all records created with the form tagged.
  • Do tags easily identify the form used to collect the data (recommend form name as tag)?
  • If there are no submissions collected on the form and the form will not be used in the future, please delete the form.
  • If the form is still being used, is there another version of the form being used as well? If so, can you consolidate and use one form?


Duplicate Icon

  • Train users to prevent duplicates from being created:
    • Search multiple ways before adding new records.
    • Import with duplicate check.
    • Look up records prior to Cvent conversions.
    • Ensure forms are used properly.
  • Manage as many duplicates as possible using existing system tools:
    • Merge duplicate accounts first.
    • Then merge duplicate contacts.
    • Use the Cross Account Duplicate Report to check for other possible duplications.
    • Use Global Search to find contacts that exist across user groups to link contacts when appropriate. 
  • Manage duplicate profiles in meeting sales.
  • Manage duplicate listings in member partner.


User Field Icon
User-Defined Fields and Dropdown Lists

  • Review UDF data and dropdown list values in each group.
  • Is the Field/List Value even used?
  • Should this information be stored in a core field?
  • Do you know what it is for and who uses the data? If not, investigate. Did the data come from an old system? Is the data relevant? Do you still need it? Can the field or list value be eliminated?
  • Are the field descriptions used to clearly describe the information?
  • Is the UDF data organized in an effective manner? Are you utilizing UDF groups, UDF labels, UDF field types, UDF list values, etc?
  • Ensure UDF field labels are unique and easy to distinguish from core fields. Are the fields logical to find in a search?
  • Ensure each field or list value has a unique meaning.
  • People proof your data when possible and ensure that the correct field type is used for the situation. Don’t allow users to continue to input data incorrectly when possible.
  • Does the field need to be required?


Trace Trigger Icon

  • Do you have an abundance of open traces? This often means you have too many triggers (standard or custom).
  • Review triggers and make sure all auto traces are meaningful.
  • Review open traces. When were they due? Are there any we should have a developer mass update?
  • Are any open traces assigned to inactive users? Should those be moved or closed?


User Review Icon
User Review

  • Review CRM user records and ensure correct active/inactive status is applied.
  • Review security roles and permissions and ensure each user is correctly classified for each role.
  • Review Signature records to ensure branding, title and contact data are accurate.


Plan Icon
Have a Plan

  • Make a plan when setting up data cleaning cycles focusing on the who, when and how often.
    • Define who will be held responsible to conduct regular maintenance.
    • Decide how often each maintenance task will be performed daily weekly, monthly or quarterly.


These practices should be an integral part of your organization’s workflow. And while it’s up to you to keep your data clean and organized, our team of analysts are always on standby to support you when you need it most!

If you are wondering what else you can do to keep your data clean, reach out to your analyst to request a more in-depth list of best practices that will ensure that your organization is operating like a well-oiled machine!