Duplicates
Merge duplicates proactively. Property matching (email, phone) catches obvious dupes. Review weekly. Ops Hub automates some dedup.
Property Standardization
Inconsistent state names, phone formats, company naming break reports. Format automations (Ops Hub) keep properties consistent.
Dead Contacts
Contacts who haven’t engaged in 18 months drain deliverability. Tag them, set suppression, exclude from active campaigns. Periodically hard-delete per retention policy.
Email Validation
Bounces hurt sender reputation. Use real-time form validation. Periodically sweep old contacts for invalid emails.
Monitoring
Build a data quality dashboard: duplicates, missing required fields, outdated records. Publish monthly. Data quality improves when measured.