Data & CRM · Group Marketing & Communications Officer · 2025 — 2026
CRM audit
Twelve thousand contacts, audited record by record, because a database nobody trusts is a database nobody uses.
Archetype Group
- contacts audited
- 12,000
- country databases
- 20
- shared schema
- 1
contacts audited
country databases
shared schema
Why it existed
Every office kept its own list. The same client appeared three times under three spellings, people who had left their companies years ago were still receiving mail, and nobody could answer "how many clients do we actually have" without a caveat.
The real cost was not the duplicates. It was that the sales and marketing teams had stopped believing the numbers, and a team that does not trust its own data starts making decisions from memory instead.
How it was done
12,000 contacts — one dot per twenty
As found
- Duplicates
- merged on review
- Unreachable
- retired
- Remaining
- one schema, 20 markets
What happened
12,000
contacts audited
20
country databases
1
shared schema
- Twelve thousand contacts audited and reconciled onto one schema across twenty country-level databases.
- Marketing sends against a list it can defend, and the reporting figures reconcile with each other for the first time.
- The maintenance rules mean the state holds without another full audit.
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