How to Use Operations Hub to Improve Data Completeness

Use the built in tools within Operations Hub to improve how and where you're collecting data.

Incomplete data is a silent killer of marketing effectiveness. It throws a wrench into your automation efforts, skews your reporting, and ultimately hinders your ability to connect with your audience in a meaningful way.

HubSpot's Operations Hub offers a powerful tool to combat this: Property Insights. This feature shines a light on properties with low fill rates, empowering you to take strategic action and drastically improve your data completeness. This article will guide you through leveraging Property Insights:

Steps:

  1. Access Property Insights: In your HubSpot portal, navigate to "Data Quality" (usually found under Contacts or Companies) and select "Property Insights."

  2. Analyse Fill Rates: The Property Insights dashboard will present you with a comprehensive overview of your property fill rates. Pay close attention to properties with low fill rates, especially those marked as "important" or those you know are crucial for your marketing activities. Don't just look at the percentage; consider the number of missing data points. A low fill rate on a frequently used property is far more damaging than a low fill rate on a rarely used one.

  3. Prioritise Key Properties: Not all properties are created equal. Focus your initial efforts on the properties that are essential for:

    • Segmentation: Which properties do you use to segment your audience (e.g., industry, job title, location)?
    • Personalisation: What information do you need to personalise your messaging (e.g., first name, company name, past purchases)?
    • Reporting: Which metrics are critical for measuring campaign performance (e.g., lead source, deal stage, conversion rate)?

Implementing Strategies to Improve Fill Rates

Identifying low fill rates is only the first step. Here are some strategies to improve data completeness, along with some tips and tricks:

  • Optimise forms: Review your forms and identify any unnecessary fields that might be discouraging submissions. Consider using progressive profiling to collect information gradually over time or the new Breeze form shortening. Tip: A/B test different form lengths and field combinations to find the sweet spot between data collection and conversion rates. Also, ensure your forms are mobile-friendly.
  • Enhance data validation: Implement data validation rules to prevent users from submitting incomplete or inaccurate information. Tip: Use dropdown menus or radio buttons whenever possible to standardise data entry and reduce errors. For free-text fields, consider using input masking to guide users on the correct format.
  • Train your team: Ensure your sales and marketing teams understand the importance of data completeness and are trained on how to collect and enter data correctly.
  • Automate data entry: Explore opportunities to automate data entry through iHubSpot workflows. Tip: If you're using other platforms that collect relevant data, explore integrations to automatically sync that information with HubSpot.

meet the team - Chris

Author: Chris Grant

Sales Service and CRM Implementation Consultant