As a trusted name in workplace safety, this UK-based brand wanted its marketing data to be as reliable as its products.
With a large and growing customer database, the marketing and data governance teams decided to take a proactive approach, working with IMG to make sure their data was accurate, complete, and compliant.
The result? A calm, connected foundation that now powers faster campaigns, better insights, and more confident decisions.
The brand’s customer data had been collected across many years, through many touchpoints: retail stores, online channels, legacy systems, manual uploads, and third-party feeds.
With no universal structure or maintenance programme in place, the data gradually became:
With ambitious marketing plans ahead, the company wanted a clean, reliable foundation, before problems surfaced.
This wasn’t about a single campaign.
It was about making sure the entire business had trustworthy customer data to grow from.
IMG partnered with the company’s data governance team to make the data cleaner, clearer, and more connected.
1. Organise and Standardise
We cleansed and re-structured 116,000 contact records, ensuring all data points were correctly aligned, consistently formatted, placed in the right fields, and free from duplicates – creating a single, coherent structure everyone could trust.
2. Enrich and Complete
Using our unique blend of compliant third-party data and targeted research, we filled missing details such as job titles, phone numbers, and email addresses, delivering a 49–55% uplift in data completeness, dramatically improving segmentation accuracy.
3. Validate and Verify
All existing and enriched data was run through IMG’s advanced verification tools to confirm accuracy and deliverability. We also identified and flagged 10–15% of contacts who were no longer in role or no longer at the company, reducing waste and improving reliability.
4. Align and Sustain
We worked closely with the internal data governance team to ensure every change supported compliance, accuracy, and long-term upkeep.
| Metric | Before | After |
|---|---|---|
| Data completeness | ||
| Invalid contacts | Unknown | 10–15 per cent removed |
| Accuracy | Low confidence | Validated and compliant |
| Governance alignment | In progress | Fully supported |
The brand now has one clean, trusted view of its customers, supporting faster, more targeted campaigns and confident decision-making across the business.
This project wasn’t about fixing a short-term problem – it was about future-proofing the entire organisation.
By investing in solid data foundations, the marketing team, but most importantly the business as a whole, now benefits from:
“This project was about setting ourselves up for success. IMG helped us structure our data in a way that gives us clarity, control, and confidence in what comes next.”
– Marketing Operations Lead, UK Safety Brand
Want to make your marketing run smoother?
IMG helps you clean, connect, and simplify your data, so your marketing feels calm, not chaotic.