Manufacturing & Industry · 11-50 Employees · Sales Hub | Data Hub
Ten Years of Data Decay Reversed: 61% of Records Enriched and Every Record Given an Owner
A decade of imports, departed reps and free-text fields had left a portal nobody trusted. We archived the dead weight, enriched what remained, and set the rules that keep it clean.
Fuel distribution company
Before
After
61%
of records enriched or corrected
23K
dead records archived
100%
active records with an active owner
Challenge
The portal had 68,000 contacts. A third had bounced emails, a quarter belonged to reps who had left, and industry was free text with 300 variants. The company paid for marketing contacts it could not email and reports it could not use.
Approach
- Ran a data quality assessment: bounce status, last activity, owner status, fill rates per property.
- Archived 23,000 records with hard bounces and no activity in three years, keeping an export for compliance.
- Converted industry to a picklist, mapped the 300 variants and enriched blanks with Breeze Intelligence.
- Reassigned every active record from departed owners to current territories.
- Set ongoing rules: required fields on create, quarterly archival, and a data quality dashboard with an owner.
Results
- 61% of remaining records enriched or corrected.
- 23,000 dead records archived; marketing contact spend reduced accordingly.
- Every active record has an active owner and a standard industry.
AI-readiness impact
Readiness rose from 22 to 79. Owner coverage, industry standardisation and lifecycle were the failing checks. All three now pass, and the quarterly rule keeps them passing.
Related work
Client names are withheld. Where a client has not approved public disclosure, figures are representative of HubAIOps engagements of that type.