At first, niologic collected all existing customer data from sales, events and marketing. Customer data was cleaned extensively. Furthermore, the spelling was formatted to facilitate the matching of duplicates. In addition, the data of business customers was extended or enriched by several data service providers with data such as social media profiles, company location and keywords according to corporate sector.
The data obtained in the process was imported into a new CRM system after the customer’s approval. The selection of the CRM system was also made together with the customer. Due to the the customer’s company size, it was decided to operate the CRM system as the leading system, initially abandoning the setup of a further database.
The customer operated several newsletter systems. niologic merged these into a single system removing addresses that had already been canceled.
In order to increase efficiency within the team and to avoid varying data pools in the future, a middleware as a service or an online automation tool was introduced. As soon as, for example, someone booked a new ticket, a corresponding buying process was documented in the CRM. If the customer was previously unknown, the event of the data origin was also documented. When unsubscribing from the newsletter, the customer was consequently deactivated in the CRM (now deleted after DSVGO).
Furthermore, niologic introduced an integration via slack for sales processes and an integration with the event homepage for marketing. In order to ensure polyglot persistence and a worldwide identification of company data, the company data was integrated from Google Places.