Clean data is not an accident — it is a governance model

Master data management, ownership rules, validation policies, and stewardship workflows that keep your CRM accurate at scale. Built once, maintained forever.

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360°

Single customer view

MDM

Master data layer

90 days

To first clean dataset

Ongoing

Governance framework

Business challenges

Why Data Governance & MDM projects fail

No single source of truth

Account data lives in CRM, ERP, support desk, and spreadsheets — all saying different things. Nobody trusts any of them. Reports require manual reconciliation every month.

Duplicates accumulate faster than you clean them

Teams deduplicate quarterly. Duplicates return within weeks because the root cause — no creation rules — is never fixed. The problem compounds year on year.

Nobody owns the data

When everyone owns data, nobody does. Fields go unmaintained. Picklist values multiply without governance. Required fields get bypassed with dummy entries.

Compliance risk from dirty data

GDPR and DPDP require you to know exactly what personal data you hold, where it came from, and who can access it. Dirty CRM data makes this impossible to demonstrate to a regulator.

What is included

Everything in this service

Data Audit

Full assessment of current data quality — completeness, accuracy, consistency, and duplicate rate across every major CRM object. Benchmarked against industry standards with root cause analysis for every gap.

Object inventoryCompleteness scoringDuplicate analysisRoot cause report

Deliverables

✓ Data quality scorecard

✓ Field completeness report

✓ Duplicate analysis report

✓ Root cause recommendations

How it works

Our delivery process

Data audit

Assess current quality, completeness, and duplication across all CRM objects. Benchmark against industry standards.

MDM design

Define golden record rules, source system hierarchy, and merge/survive logic for every entity.

Governance framework

Write the ownership matrix, validation rules, stewardship roles, and exception workflows.

Implementation

Deploy validation rules, merge logic, duplicate prevention, and stewardship dashboards in the CRM.

Ongoing stewardship

Monthly data health monitoring and quarterly governance reviews to maintain quality indefinitely.

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Success stories

Client results

All case studies

Celumai built a governance framework that reduced our duplicate rate from 34% to under 2% in 90 days. More importantly it has stayed under 2% for 18 months since — because the prevention rules mean duplicates cannot be created in the first place.

Chief Data Officer

Insurance Group

We had 5 source systems all claiming to be the master record. Celumai designed the MDM layer that made Salesforce the undisputed single source of truth. Reports are now trusted across the entire business for the first time.

Head of CRM

National Retail Chain