Auditing Your Database Checklist

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AUDITING YOUR DATABASE - 41 POINT CHECKLIST Over time, our databases become polluted—information becomes outdated, duplicates accumulate and incomplete or junk records inevitably creep in. As a result, your database becomes a potential liability for campaign errors, GDPR/global compliance, not to mention performance metrics and deliverability rates can suffer. Use this checklist as guidance for auditing your Marketo instance. Users and roles Alert emails Backup ADMINISTRATION Data dictionary Data normalization Sync architecture Performance Notifications and errors Duplicates DATABASE / CRM SYNC Target accounts Personas Lead to account matches Critical field data completeness and accuracy Emailable / engaged persons DATA ANALYSIS Enhancement Duplicates Auto-replies Deletion DATA MAINTENANCE

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