Project Clean Slate
CRM Contact Identification & Removal Project
Skills Used
Project Management, Communication, & Organization
Data Analysis, Cost Management, & Change Management
Knowledge of GDPR & Technical Proficiency
My Role & Business Impact
I initiated and successfully executed a significant project to remove all non-addressable contacts (924,000) from our CRM, driven by three primary reasons:
1. Compliance with GDPR: In our ongoing commitment to adhere to GDPR regulations, I identified the need to remove contacts whose data we are no longer legally permitted to retain. This step was essential to avoid potential legal and financial consequences associated with non-compliance.
Final Impact: 924,000 contacts removed from the CRM, decreasing the number of contacts in the system by 55%.
2. Cost Management: Recognizing the financial impact of storing a vast number of contacts, I undertook the task of streamlining our CRM to eliminate unnecessary data. By removing these contacts, we are not only reducing storage costs but also ensuring that our expenditures are aligned with the value of the data we keep.
Final Impact: I saved the company over $220,000 on unnecessary storage costs over the course of a 4-year contract.
3. Data Quality Improvement: As part of my initiative, I also addressed the issue of accumulated junk data within the CRM. This project involved meticulous cleaning and organizing to enhance the accuracy and relevance of our data, improving the overall efficiency and effectiveness of our CRM system.
Final Impact: Marketing outreach engagement rates increased
Open Rate: 44.57%, up 11.59% MoM
Click Rate: 14.86%, up 96.04% MoM
Click-through Rate: 33.3%, up 75.26% MoM
Actions Taken
Project Initiation
Objective: Remove a large group of contacts from the CRM to comply with GDPR regulations, reduce storage costs, and improve data quality.
Project Planning and Management
Developed Project Scope: Defined clear goals and deliverables for the project.
Established Timeline: Created a detailed timeline with milestones to track progress and ensure timely completion.
Data Analysis and Categorization
Identified “Buckets” of Contacts to Remain: Categorized and prioritized contacts based on their relevance, compliance status, and value to the organization to determine which groups should be retained.
Prepared Multiple Scenarios of Deletion: Developed various deletion scenarios to assess potential impacts and choose the most effective approach.
GDPR Compliance and Legal Review
Reviewed GDPR Requirements: Ensured understanding of data retention and deletion regulations to guarantee compliance.
Documented and Communicated Impact: Coordinated with Marketing, Revenue Operations, and Legal teams to communicate the planned impact, document all steps, and address any concerns.
Technical Preparation
Backed Up Data: Created a secure backup of the CRM data, storing it in an encrypted intranet folder to safeguard against data loss.
Split Deletion Lists: Divided the deletion lists into 10 randomized segments to monitor the impact on the database and ensure smooth execution.
Implementation Strategy
Dynamic Lists: Utilized dynamic lists to manage and filter contacts based on specific criteria, facilitating more precise deletion.
Time-Based Workflows: Set up time-based workflows to automate the deletion process, allowing for phased and controlled removal of contacts.
Executed Deletion: Followed the prepared scenarios and workflows to perform the data deletion, ensuring compliance with the planned approach.
Process Improvement and Ongoing Hygiene
Created Repeatable Process: Developed and documented a repeatable process for ongoing data hygiene to prevent the need for similar large-scale deletions in the future.
Implemented Continuous Monitoring: Established procedures for regular data reviews and cleanups to maintain data quality and compliance.
Communication and Documentation
Engaged Stakeholders: Maintained clear and continuous communication with all relevant teams throughout the project to keep them informed of progress and impacts.
Documented Steps and Outcomes: Created detailed documentation of all actions taken, decisions made, and outcomes achieved for future reference and compliance.
Post-Implementation Review
Monitored Database Impact: Evaluated the effects of the deletions on the CRM system and overall database performance.
Reviewed and Adjusted Processes: Assessed the effectiveness of the implemented processes and made adjustments as needed to optimize ongoing data management.
Final Summary
This project was conceived, planned, and executed entirely by me, reflecting my proactive approach to optimizing our CRM database. The successful completion of this task has significantly contributed to better data management, cost savings, and regulatory compliance.