A leading B2B events company struggled with a fragmented data ecosystem across multiple platforms—Salesforce, WordPress, EventsAir, and Brella App—creating significant inefficiencies in their event management processes. This disjointed architecture resulted in data duplication, inconsistent records, and potential privacy compliance violations.
The lack of a designated system-of-record led to confusion about data ownership, while mismatched data sources caused duplicate registrations between EventsAir and Brella. Additionally, disconnected automations between Salesforce, Zapier, and Account Engagement created unreliable "mystery contacts." Most concerning was the scattered personal data across platforms without proper governance—raising serious GDPR and Privacy Act compliance risks.
Allshores conducted a four-week review, meticulously mapping data flows and transformation points across all systems to identify integration gaps and redundancies.
Defined clear ownership by establishing Salesforce as the primary data authority, restricting field modifications in downstream systems, and enforcing upstream change management.
Developed robust data cleansing workflows to verify information integrity before synchronizing back to the core Salesforce environment.
Significantly reduced duplication issues while establishing a foundation for reliable lead targeting and analytics capabilities.
Consolidated post-registration workflows and improved consistency of exhibitor stand IDs across all event management platforms.
Implemented governance controls and privacy protection measures that aligned with GDPR requirements and industry best practices.
This transformation enabled the events company to move from a fragmented, risk-prone environment to a governance-driven architecture that supports scalable growth. By establishing clear data ownership and streamlining integrations, the company now maintains higher confidence in their event data while reducing compliance exposure.