A CRM data quality and analytics framework helps a global beauty group improve reliability, accelerate insight generation, and streamline operations.
When CRM data quality breaks down, the impact goes beyond reporting issues. Campaign launches are delayed due to manual reconciliation, teams struggle to make timely decisions, and confidence in data-driven insights erodes. Over time, this creates operational friction and limits the effectiveness of CRM and marketing investments.
This case study shows how a multinational beauty group modernised its CRM data operations by deploying automated reconciliation dashboards, unified data schemas, and analytics workflows, boosting data reliability and reducing manual reporting effort across multiple regions.
+ Delivery Stats
+ 5+ dashboards delivered
+ Automated reconciliation between FDL and Landing
+ 10+ quarterly ad-hoc reports streamlined
+ Significant reduction in manual audience list refresh effort
+ Improved schema harmonisation across markets
+ Tools: Power BI, SQL, internal CRM systems, landing servers, SFMC, CDP
+ The Challenge
+ inconsistent reporting across markets
+ frequent discrepancies between upstream and downstream systems
+ manual reconciliation work taking hours per cycle
+ delays in audience segmentation and campaign deployment
+ difficulty tracking data quality and operational hygiene
As volumes grew, the existing model became inefficient and prone to errors. The regional digital and CRM teams needed unified governance, automated checks, and reliable analytics to support their multi-market operations.
+ The Solution
We+ Asia embedded a data analyst within the regional data organisation to restructure data flows, build automated dashboards, and enforce governance standards across APAC.
We conducted schema reviews across systems, aligned definitions, and created reconciliation dashboards to detect mismatches between FDL and Landing data sources. Quarterly ad-hoc requests, audience segmentation needs, and cross-system validations were automated through Power BI, SQL scripts, and streamlined workflows.
We also collaborated with marketers, CRM owners, IT teams, and external vendors across markets, coordinating UAT cycles and supporting hypercare during new data model rollouts. The result was a scalable, automated, and reliable data quality framework that strengthened both daily operations and long-term strategy.
+ The Results
+ 5+ data quality dashboards delivered for cross-system tracking
+ Automated reconciliation between FDL and Landing, accelerating issue detection
+ Reduced manual reporting effort through audience list automation
+ Faster turnaround time for business data requests across APAC
+ Improved cross-market consistency with unified schema and data dictionary
+ Higher confidence in CRM data used by downstream tools (SFMC,CDP)