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CRM Audit — Before & After Example
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Evident Operations · Portfolio Sample
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This workbook uses the public Titanic passenger dataset as a stand-in for a client's CRM export.
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It is not real client data. It is used only to demonstrate audit and clean-up methodology.
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How to read this workbook:
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 • 'Before (Original system)' — the CRM export as the client's team would see it today:
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 inconsistent formats, missing required fields, and no standardized categorization.
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 • 'After (Master List)' — the same records restructured per a proposed data-entry SOP:
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 standardized tiering, cleaned reference IDs, flagged gaps, linked household/account
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 groups. This is the master cleaned list; every tab below is a filtered view of it.
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 Additional After tabs have been added to create filtered lists and visualize client metrics:
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 • 'Active Clients' / 'Inactive Clients' — the master list filtered to a single retention
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 status, for a more focused sheet with significantly fewer rows of data to sift through.
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 • 'VIP Clients' — active clients on the Premium tier only, e.g. for a renewal or loyalty-focused
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 outreach list.
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 • 'Metrics' — summary tables and charts built from the After tab: status ratio, average last
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 purchase by tier, source channel breakdown, gender ratio, age distribution, and retention
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 rate by tier. This is a sort of dashboard for client trend monitoring to help get the most out of
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 the team's existing system and tools, although Sheets has limitations for this particular feature.
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For full details about what was changed and why, please read the full length audit report document.
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