In part 1 of our data spring cleaning series, we laid out the risks of dirty data for performance marketing. In part 2, we explored its downstream effects. Now, in part 3, we’ll show how Mythic’s CRM team tackled data fragmentation to unlock real marketing performance—building a scalable system that helped our client communicate more clearly and personally.
Situation:
Our clients' CRM systems were fragmented, with multiple lines of business targeting the same dealership contacts. Their separate Salesforce instances didn’t talk to each other and marketing data lived in a patchwork of spreadsheets, disconnected from the broader CRM and invisible to the teams who needed it most.
Solution:
We knew the client didn’t just need a new email campaign. They needed a new system.
Before we could build journeys or segment audiences, we had to build trust — starting with the data itself. That meant standing up a centralized data warehouse capable of ingesting inputs from disparate sources: offline spreadsheets, multiple CRMs and manual uploads.
From there, we passed that cleaned and consolidated data into their new marketing automation system after guiding them through implementation. Just as importantly, we mapped the many-to-many relationships between individual contacts and the dealerships they were connected to. That relational model became the foundation for a more intelligent, responsive messaging system.
Now, for the first time, our client's marketing and sales teams had access to a single, actionable view of the customer, including all of the marketing communications they were receiving.
Results:
Once the infrastructure was in place, we could reliably use the cleaned marketing data to deploy the right message at the right time to the right dealer. The impact went far beyond database hygiene. Our client’s team saw a measurable lift across the entire funnel:
And just as importantly, we now had a framework to build on — one that transformed previously siloed data into a strategic advantage.
From Cleanup to Confidence
Dirty data wasn’t just a nuisance for our client — it was a barrier to growth. By creating a system that could transform their data, we helped turn that liability into a strength.
At Mythic, we build the systems that organize the data and the strategies and creative that brings it to life, ensuring every campaign meets its full potential. By combining data-driven insights with personalized engagement, we craft tailored marketing strategies that foster loyalty, drive retention and elevate customer lifetime value.
Ready to strengthen your customer relationships and become an unstoppable force for growth? Reach out to newbiz@mythic.us to get started.
