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Quick Wins1 monthMarketing

Salesforce Data Cleanup for Marketing Company

Cleaned and standardized CRM data, eliminating 60% of duplicate records and improving email deliverability by 35%.

Data QualityCRMQuick Win

The Challenge

A marketing company's Salesforce instance had grown messy over years, with rampant duplicates and inconsistent data entry.

Pain Points:

  • Estimated 60% of contacts were duplicates
  • Inconsistent data entry (companies, titles, locations)
  • Poor email deliverability due to bounce rates
  • Sales team wasting time finding correct contact information
  • Marketing campaigns reaching same people multiple times

The Solution

We executed a systematic cleanup and implemented processes to maintain data quality going forward.

Our Approach:

  • Ran comprehensive duplicate detection across all records
  • Merged duplicates using intelligent rules preserving best data
  • Standardized company names, titles, and locations
  • Validated and cleaned email addresses
  • Implemented validation rules and duplicate prevention in Salesforce

The Results

The cleanup delivered immediate improvements in marketing effectiveness and sales efficiency.

Duplicates Eliminated
60% reduction
Consolidated tens of thousands of duplicate records
Email Deliverability
35% improvement
Reduced bounce rate and improved campaign performance
Data Standardization
100% cleaned
Consistent formatting across all records
Ongoing Quality
Automated rules
Preventing future data quality issues

Technical Approach

Technology Stack:

  • CRM: Salesforce
  • Deduplication: Custom Python scripts + Salesforce tools
  • Email Validation: ZeroBounce API
  • Data Standardization: Python, pandas
  • Monitoring: Salesforce reports and dashboards

Technical Highlights:

  • Intelligent merge rules preserving most recent/complete data
  • Fuzzy matching for company name deduplication
  • Email validation removing invalid addresses
  • Salesforce validation rules preventing future duplicates
  • Ongoing monitoring dashboard for data quality KPIs

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