88% Reduction in Data Duplication

What began as a straightforward data cleaning initiative evolved into a comprehensive strategy to enhance customer lifecycle management and re-engagement.

• Developed a Custom Python Script: Created a script to clean and consolidate data from all franchises, addressing issues like missing fields, duplicates, and inconsistent formats.
• Standardized Essential Data Fields: Established a minimum data model including first name, last name, email, company name, full address, last purchased center, customer contact type, and communication preferences.
• Massive Data Reduction: Cleaned and deduped the contact list from 2.3 million to 266,130 unique contacts, achieving an 88% reduction in data duplication.
• Aggregated Sales Data: Summed up key sales metrics for each unique customer to provide a comprehensive view of customer value.
• Accurate Customer Segmentation: Classified customers into “Active,” “Lapsed,” and “Inactive” based on their purchase history and last order date.
• Enhanced Customer Profiles: Updated records with the most recent non-sales information to ensure marketing efforts were based on the latest data.
• Manual Upload to HubSpot: Imported the cleansed and segmented data into HubSpot, preparing for targeted re-engagement campaigns.
• Built a HubSpot Custom App: Developed an application to sync nurtured contacts back to Print Speak, ensuring franchises had up-to-date customer information.
• Launched Targeted Nurture Campaigns: Enabled the marketing team to enroll lapsed customers into personalized workflows, improving re-engagement rates.