Inherited Instance: Database Checklist

Last update: 2023-09-29

Topics:
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Understand the total number of people, marketable people, and top person-acquiring sources in your subscription. Remember to download the checklists and track your progress.

System Smart Lists

Area	Review Focus
All People	How many people exist in the database? If your database is close to full, does your company policy recommend that you expand your database size or clean out historical data? Is your overall database at least 85% marketable? If yours falls under this threshold, look at the other system smart lists (Blocklist, Marketing Suspended, Duplicates, Unsubscribe) with greater scrutiny.
Unsubscribed People	What are your criteria for unsubscribed people? Are there too many unsubscribed people? Do your unsubscribe methods align with your data privacy requirements? Is your unsubscribe preference up to date? How long have records remained in your database as unmarketable?
Marketing Suspended	What are your criteria for Marketing Suspended? Are there too many people who are Marketing Suspended? How long have records remained in the Marketing Suspended status? Marketing Suspended use case example: people records who are actively involved with sales in late-stage opportunities that you want to suppress marketing communications for.
Blocklist	What are your criteria for blocklisting records? Are there too many people who are blocklisted?
Bounced Email Addresses	Do you have a lot of people who bounced in your Database? If so, consider investigating why.
Possible Duplicates	How many potentially duplicate records are there? Consider deleting or merging them.
No Acquisition Program	How many people don't have an acquisition program? If there are a lot, consider investigating why.

Smart Lists

Area	Review Focus
Smart Lists	How many Smart Lists are there? How are they used in this instance? NOTE: In the Database section, Group Smart Lists are user-generated and System Smart Lists are default lists created by Marketo Engage. Are the lists organized in a cohesive folder structure? If you have orphan lists, consider organizing your tree so assets are easy to find. TIP: Archiving Smart Lists that are no longer needed will help with organization and performance.

Area

Review Focus

Smart Lists

How many Smart Lists are there? How are they used in this instance?

NOTE: In the Database section, Group Smart Lists are user-generated and System Smart Lists are default lists created by Marketo Engage.

Are the lists organized in a cohesive folder structure?
If you have orphan lists, consider organizing your tree so assets are easy to find.

TIP: Archiving Smart Lists that are no longer needed will help with organization and performance.

Static Lists

Area	Review Focus
Static Lists	How many Static Lists are there? How are they used in this instance? NOTE: In the Database section, Group Lists are Static Lists.

Segmentations

Area	Review Focus
Segmentations	Which segmentations are there? How are they being used? Are too many people in default segments? Is there a segmentation for the marketable audience? If not, consider creating one.