CBC, a leading wine producer, depends on Salesforce Marketing Cloud (SFMC) to connect with customers and wine club members. As customer expectations for personalized digital experiences grew, CBC needed to ensure its data was clean, reliable, and consistent across all Salesforce platforms.
Challenges
CBC encountered major problems with data duplication in Marketing Cloud. Their subscriber database had nearly twice as many records as Salesforce CRM. The issue originated from multiple sources:
- Legacy MCC Sync Data– Residual records remaining after a previous Marketing Cloud Connect reset.
- Manual Imports– Uploads that generate duplicate subscriber records.
- Commerce Cloud Integration– SFCC used email addresses as identifiers, creating new subscribers even when a Salesforce Contact already existed.
These issues led to:
- A large number of duplicate records.
- Inconsistent customer information across different systems.
- Inefficiencies in data handling and customization.
Bolt Today’s Solution
Bolt Today adopted a two-phase approach to eliminate current duplication and prevent it from happening again.
Phase 1: Deduplication in Marketing Cloud
- Removed UUID-based records from legacy MCC syncs.
- Ran SQL queries to detect duplicates from manual imports and SFCC.
- Validated and eliminated duplicate records to unify the subscriber database.
Phase 2: Prevention and Ongoing Data Integrity
- Automated OMS integration to transmit Salesforce Person Contact IDs directly to SFCC during account creation.
- Corrected Marketing Cloud and Commerce Cloud integration to ensure synchronization via Salesforce Contact IDs, enabling precise subscriber matching.
This dual approach not only fixed immediate duplication problems but also set up a sustainable data unification process across Salesforce platforms.
Benefits to CBC
- Clean Data Foundation– Removed duplicate records to create a unified subscriber base.
- Enhanced Data Integrity– Ensured each Marketing Cloud record linked to a Salesforce Contact or Person Account.
- Operational Efficiency– Minimized manual cleanup with SQL automation and OMS integration.
- Enhanced Personalization– Ensured consistent, accurate wine club communications.
- Future-Ready Systems– Preventive measures protect ongoing data quality and enable scalable growth.
Conclusion
By addressing both cleanup and prevention, Bolt Today helped CBC enhance Salesforce data integrity and establish a dependable foundation for growth. With unified, accurate data, CBC can now provide personalized, meaningful interactions that strengthen relationships with its wine club members.
