Matchbook AI

Data Lens

From field-level cleansing and intelligent deduplication to full association resolution — Data Lens brings structure and reliability to your CRM data. Built for HubSpot, Salesforce, Microsoft Dynamics 365, Acumatica and designed to extend across every CRM environment your organisation operates in. Because clean, consistent, migration-ready data is only the beginning of what becomes possible.

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Data Lens Dashboard

CRM DATA QUALITY IN ACTION

Audit. Cleanse. Deduplicate. In That Order.

Data Lens processes your CRM export through three structured stages — surfacing quality issues first, correcting them second, resolving duplicates third. Every output is clean, correctly associated, and ready to use.

Where CRM Data Quality Breaks Down

Poor CRM data doesn't announce itself. It flows through every report, automation, and decision — silently undermining the systems built on top of it.

•Fragmented customer views

Duplicate records mean no single customer truth — scoring splits, outreach fires twice.

•Unreliable pipeline reporting

Deals on the wrong contacts distort revenue attribution and forecasting.

•Errors that compound over time

Format inconsistencies and missing fields propagate into every connected system and workflow.

•AI and automation that underdelivers

Predictive features are only as good as the data beneath them.

Data Blind Spots
HOW DATA LENS FIXES IT

Three process types that turn unreliable CRM data into a foundation you can build on

Audit the Data

Field-level quality assessment — completeness, duplicate flags, format issues, and association accuracy — before anything changes.

Cleanse, Normalise & Deduplication

Correct field errors, standardise formats, and resolve missing values — bringing every record to a consistent, reliable quality baseline.

Matching

Identify and merge duplicate Contacts and Companies using confidence-scored matching logic. Survivorship rules apply; Deal associations update automatically post-merge.

THE PROOF OF TRANSFORMATION

Your Data Health & Cleanse Report

Every run produces a structured audit report — a field-level record of what was found, what was fixed, and the overall data health score. Not just a clean file, but the evidence behind it.

  • •Field completeness scores per column
  • •Duplicate count and merge summary
  • •Format errors identified and corrected
  • •Overall data health score
  • •Auto-generated & downloadable on completion
Data Blind Spots
PERSONAS & USE CASES

Built for the teams who own CRM data quality

Four personas. One shared problem: CRM data that cannot be trusted until it has been audited, cleansed, and deduplicated.

Revenue Operations Teams

Upload a CRM export, select a process type, retrieve clean outputs. No specialist configuration or developer support needed.

CRM Implementation Partners

Embed data quality into onboarding, migration, and ongoing CRM engagements. Auditable job outputs demonstrate measurable value at every stage.

Migration & Transition Teams

Start every CRM migration with clean, deduplicated, correctly associated records — not years of accumulated data problems carried forward.

Sales, Marketing & RevOps Leadership

Reliable CRM data is the prerequisite for every automation, segmentation, and AI feature. Data Lens provides that foundation — so commercial systems perform as intended.

FEATURES & BENEFITS

Three Process Types. One Clean CRM.

Data Quality Audit Report

Field-level completeness scores, duplicate flags, format errors, and association accuracy — all surfaced before a single record is modified.

Cleansing, Normalisation & Deduplication

Correct field-level errors, standardise formats, and resolve missing values — then identify and merge duplicates using confidence-scored matching logic. Survivorship rules apply; Deal associations update automatically.

Full CRM Object Coverage

Contacts and Companies — both CRM objects processed with object-specific rules covering deduplication, validation, association auditing, and migration-safe export.

From Clean Data to Sales Intelligence

Once your records are standardised and deduplicated, they're ready to power the next layer. Feed clean CRM data directly into Matchbook AI Sales Analytics for pipeline reporting and dashboards — or route through Matchbook XDM for enrichment and master data management.

Platform Overview

Upload & Configure

Company or Contact CSVs up to 300K rows. Client code tagging and process selection in a guided 4-step workflow.

Outputs & Downloads

Three outputs per job: Audit Report, Cleansed Dataset, and Deduplicated File — available immediately on completion.

Live Job Monitoring

Dashboard tracking jobs, records processed, duplicates removed, and error rate — updated in real time across all active pipelines.

Cleanse, Normalise & Deduplicate

All three processing stages run in a single pipeline — correct errors, standardise formats, and merge duplicates with confidence scoring, survivorship rules, and automatic Deal re-association.

Connects to Your Ecosystem

Clean outputs route directly into Matchbook XDM for enrichment and master data management, or into Sales Analytics for pipeline intelligence. Native connectors include Databricks, Azure Data Lake, Snowflake, and other downstream systems.

Built for the Full CRM Ecosystem

Native support for HubSpot, Salesforce, Microsoft Dynamics 365, Acumatica and designed to extend across every CRM environment your organisation operates in — with a platform-agnostic architecture that extends to any CRM environment, ensuring consistent data quality standards across your entire stack.

Unlock data quality intelligence with automated analysis. Surface duplicates, fix formatting issues, and deliver clean, trusted data — faster than any manual process.

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