CRM data glossary
Plain definitions of the terms used around CRM data quality, duplicates and enrichment.
- Associations
- The links between CRM records, such as a contact and the company they work for, or a deal and the people involved in it.
- CRM audit
- A systematic check of the records in a CRM against a list of rules, to measure how complete, accurate and usable the data is.
- Data decay
- The gradual loss of accuracy of CRM data over time, as people change jobs, companies change and records stop being updated.
- Data enrichment
- Completing CRM records with information they're missing, from the CRM itself or from external sources.
- Data hygiene
- The ongoing practices that keep CRM data clean: auditing, deduplicating, filling gaps and controlling how new data comes in.
- Data quality score
- A single number that summarises how many records in a CRM are free of significant issues.
- Duplicate record
- Two or more CRM records that describe the same person or company.
- Firmographics
- Descriptive data about a company, such as its industry, size, location, founding year and website.
- Golden record
- The single, most complete and trusted version of a record, built by combining its duplicates.
- MCP (Model Context Protocol)
- An open standard that lets AI assistants connect to external tools and data sources through a common interface.
- OAuth
- An authorization standard that lets an application access another service on your behalf, without ever seeing your password.
- Record merge
- Combining duplicate records into one, keeping the history, associations and best values of each.