HubSpot data cleansing and de-duplication

Close the duplicate-records, unreportable-data, and no-trust gaps.

Three data-quality problems HubSpot solves

Duplicate records spread across the CRM, so the same customer appears several times and nobody knows which one is current.

Reporting cannot be trusted, because inconsistent and duplicated data means the same metric counts the same customer more than once.

The team works around the CRM rather than in it, because experience has taught them the data is unreliable.

Why are there duplicates everywhere?

PYB de-duplicates the database with matching rules that collapse near-duplicates into a single record, preserving the right history. The several versions of one customer become one. The CRM holds each person once.
So when someone searches a customer, they find a single, current record rather than choosing between three near-matches.
Duplicate records make the CRM untrustworthy at a glance. Collapsing them is the first step to clean data.

Why are there duplicates everywhere?

Data_Library_Illustrations_Color_LightBG

Why can't the reporting be trusted?

With duplicates removed and entry standardised, reporting counts each customer once and draws on consistent data. The metric that was inflated by duplication becomes accurate. The numbers add up.
So when a report runs after the cleanse, the figures reflect reality rather than the same customer counted three times.
Reporting on duplicated data is reporting on fiction. Clean records are what make the numbers real.

Why can't the reporting be trusted?

Why does the team work around the CRM?

Once the data is clean and required properties keep new entries consistent, the CRM becomes reliable, so the team works in it rather than around it. Ongoing hygiene rules stop the mess returning.
So when someone trusts what the CRM tells them, they use it, and the workarounds in spreadsheets fall away.
A team works around a CRM it does not trust. Clean, maintained data is what brings them back into it.

Why does the team work around the CRM?

Driven_Results_Illustrations_Color_LightBG

Name Asembl

Knowledgable, Friendly and a great support

"PYB were patient and understanding of some of our data troubles and provided great assistance and knowledge in helping us to onboard correctly with HubSpot, so we are set up in the right way."

Rich Harper

Marketing Director

Ready to discuss your HubSpot project?

Let's take our relationship up a level.

Simply fill in the form below...

(I'll get back to you ASAP)

Prefer another way?

FAQs

How long does a data cleanse take?

Most run 4 to 8 weeks. Weeks 1 to 2 cover the audit: profiling the data and finding the duplicates and inconsistencies. Weeks 3 to 5 cover the cleanse: de-duplication, standardisation, and validation. Weeks 6 to 8 cover the hygiene setup: required properties and rules that keep the data clean going forward, plus training.

Can HubSpot keep data clean once it is fixed?

Yes. Required properties, validation, and de-duplication rules keep new entries consistent, so the database does not drift back into the state it was in. Custom properties enforce sector-specific consistency. PYB has cleaned and then maintained CRM data for clients whose reporting had become unreliable.

How do you de-duplicate without losing the right data?

Matching rules identify near-duplicates, and merging preserves the most complete and current history rather than discarding it. The process runs in stages with checks, so nothing valuable is lost. The result is one accurate record per customer rather than several partial ones.

What HubSpot products does data cleansing typically need?

Operations Hub Professional for the de-duplication and data quality tools, with the relevant Hub for where the records sit. Custom Objects (Enterprise tier) only where bespoke records need cleaning too. The work is in the data, not the licences.

Does HubSpot meet the standards for handling our data during a cleanse?

HubSpot holds SOC 2 Type II and ISO 27001, with permission controls and audit trails over the records being cleaned. PYB adds its own ISO 27001 and ISO 9001. For working through a full customer database, that supports a controlled, auditable approach.