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Data quality

Data quality keeps your CRM clean and trustworthy. It finds companies and contacts that are probably the same record, free-text industries that should match your industry list, records missing key data, and fields holding invalid values, and helps you fix them in bulk.

You find it under Brain > Settings > Data > Data quality. It's organized in tabs by objective: Overview, Duplicates, Normalization, Completeness and Anomalies.

Note
You need the permission to view Data quality to open this page, and the permission to merge duplicates to merge records. Without it, the page shows Restricted. See Users and roles.

Read the overview

The Overview tab shows one card per objective. Each card tells you what is still to do, split between classic checks and AI suggestions, what has been fixed and what has been skipped. Click a card to open its tab.

Merge duplicates

The Duplicates tab lists groups of records that may be the same company or person. Classic checks find exact and close matches. AI groups go further and catch duplicates hidden by spelling variations; they show a similarity badge and are refreshed every night.

Steps

  1. In Nucleo, go to Brain > Settings > Data > Data quality, and then click Duplicates.
  2. Choose Companies or Contacts. To look for a specific record, type in Search duplicates….
  3. In each group, check the survivor: it's shown in bold and suggested for you. To keep another record, select its radio button.
  4. Do one of the following:
    1. To merge one group, click Merge on the group, and then confirm.
    2. To merge many groups, check them, click Merge selected, and then confirm.

The other records of each group are merged into the survivor, with their deals, contacts and history.

Caution
Merging can't be undone from this page. Check the survivor of every group before you use Merge selected.

Skip or restore a duplicate group

If a group isn't a real duplicate, click Skip on it. The group moves to Skipped groups at the bottom of the tab and isn't proposed again. To bring it back, find it in Skipped groups, using Search skipped… if needed, and click Restore.

Review industry normalization

Many records carry an industry typed as free text. AI normalization maps those values onto your official industry list. Matches with high confidence are applied automatically; the others wait for you in the Normalization tab.

Steps

  1. In Nucleo, go to Brain > Settings > Data > Data quality, and then click Normalization.
  2. In the status filter, choose Pending to see the suggestions waiting for you. Accepted and Rejected show the ones already decided.
  3. For each suggestion, check the proposed change and its confidence, and then click Accept or Reject.
  4. Optional: to apply every visible pending suggestion at once, click Accept all, and then confirm.
Tip
Each change, including those applied automatically, can be reversed individually with Rollback.

Find records with missing data

The Completeness tab shows, field by field, how many records are missing key data. For companies it tracks the name, VAT number, main domain, address, city, ZIP code, country, phone, industry and website; for contacts, the first and last name, email, phone and job title.

Companies are also grouped in segments that track only the fields that matter for them: Active clients (VAT number, main domain and industry), Partners (VAT number and main domain) and Suppliers (VAT number).

Steps

  1. In Nucleo, go to Brain > Settings > Data > Data quality, and then click Completeness.
  2. Click a field in All companies, in a segment or in the contacts panel.
  3. In the list of records missing that field, open each record and complete it.

Fix invalid values

The Anomalies tab looks for fields that are filled but hold an invalid value, rule by rule:

  • Italian VAT numbers with an invalid checksum;
  • domains with an invalid format;
  • Italian ZIP codes that don't have five digits;
  • websites without http:// or https://;
  • malformed email addresses;
  • phone and mobile numbers that are too short or not numeric.

Steps

  1. In Nucleo, go to Brain > Settings > Data > Data quality, and then click Anomalies.
  2. In Rules, click a rule to see the affected companies or contacts.
  3. Open each record and correct the value. Use Previous and Next to move through the pages.
Tip
To check a VAT number against the European VIES registry, run AI enrich on the company. See Enrich an existing company with AI.

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