Introducing CRM analytics for a leading industry event

The customer is a leading company in the organization of a global industry fair. To ensure further growth, marketing and sales processes were to be digitalized and automated. niologic supported the consolidation of customer data from sales, event management and marketing across several mergers.


Up to this point, our client had achieved organical growth and had very successfully organized several leading industry events. Due to several acquisitions and growth, the team’s size also increased. In order to ensure the success of further growth, processes were to be made measurable and to be automated.


At first, niologic collected all existing customer data from sales, events and marketing. Customer data was cleaned extensively. Furthermore, the spelling was formatted to facilitate the matching of duplicates. In addition, the data of business customers was extended or enriched by several data service providers with data such as social media profiles, company location and keywords according to corporate sector.

The data obtained in the process was imported into a new CRM system after the customer’s approval. The selection of the CRM system was also made together with the customer. Due to the  the customer’s company size, it was decided to operate the CRM system as the leading system, initially abandoning the setup of a further database.

The customer operated several newsletter systems. niologic merged these into a single system removing addresses that had already been canceled.

In order to increase efficiency within the team and to avoid varying data pools in the future, a middleware as a service or an online automation tool was introduced. As soon as, for example, someone booked a new ticket, a corresponding buying process was documented in the CRM. If the customer was previously unknown, the event of the data origin was also documented. When unsubscribing from the newsletter, the customer was consequently deactivated in the CRM (now deleted after DSVGO).

Furthermore, niologic introduced an integration via slack for sales processes and an integration with the event homepage for marketing. In order to ensure polyglot persistence and a worldwide identification of company data, the company data was integrated from Google Places.

Results and customer value

After a short training session for the sales and marketing teams, the customer was able to start working with a central tool and a shared database after only 2 weeks. Subsequently, further work steps could be automated so that the employees could work much more efficiently. Enriching the data allowed better pre-filtering in the sales process and targeted addressing. Storing all customer communication in a single system made a stronger division of labour and measurability of sales success possible.