88% Reduction in Data Duplication

When Kwik Kopy Australia's marketing team reached out on Upwork, they faced a monumental challenge: unifying fragmented customer data spread across multiple franchises to effectively re-engage lapsed customers. What started as a data cleaning project evolved into a transformative overhaul of their customer lifecycle management system.

Location: Sydney, Australia

Industry: Printing Services

Challenges

The primary hurdle wasn’t just about cleaning data—it was about consolidating disparate customer information to empower targeted marketing efforts:

Fragmented Customer Data: With over 2.3 million contacts exported from Print Speak, the data was riddled with duplications and inconsistencies due to each franchise operating its own customer management tools.
Ineffective Identification of Lapsed Customers: The decentralized system made it difficult to accurately classify customers’ lifecycle stages, hindering efforts to re-engage those who had become inactive.
Data Inconsistencies: Customers who interacted with multiple centers had inconsistent records, leading to confusion and ineffective marketing outreach.
Manual Data Handling Risks: The existing manual processes were time-consuming and prone to human error, affecting both data quality and campaign effectiveness.

Strategy

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.

Outcomes

88%

Reduction in Duplication

95%

Data Accuracy Achieved

100%

Center Coverage

Workflow Efficiency Increase

John's expertise transformed our approach to customer lifecycle management. His exceptional project management skills kept the complex project on track, and he seamlessly coordinated with multiple stakeholders across our franchises. John's deep knowledge of HubSpot was invaluable, enabling us to significantly enhance our customer re-engagement efforts. I highly recommend him for any organization seeking to optimize their marketing operations.

88% Reduction in Data Duplication

Challenges

Strategy

Outcomes

Panteha Jadidi

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