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Data Hygiene

HubSpot data quality monitoring and cleanup processes.

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Current State

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Data Quality Checks

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Automated Checks (Scripts)

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Check 1: Company Name vs Website

Logic:

• Extract domain from website URL
• Compare to company name (fuzzy match)
• Flag if similarity score < 70%

Exception: Check for known M&A (company was acquired)

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Check 2: LinkedIn URL Validation

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Check 3: Email Domain Match

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Check 4: Duplicate Detection

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Property Audit

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Property Health Analysis

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Priority Properties to Clean

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Cleanup Workflows

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Weekly Hygiene Workflow

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On-Import Validation

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Data Enrichment Gaps

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Fields Needing Enrichment

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Hygiene Metrics

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Manual Review Queue

Contacts/Companies flagged by automated checks go to:

1. HubSpot List: “Data Hygiene - Needs Review”
2. Weekly Review: GTM team reviews and fixes
3. Escalation: Complex cases (M&A, etc.) to Marketing