CRM enrichment that improves data (without making it messy)

Problem

Duplicates, inconsistent properties, and low-quality enrichment made routing unreliable and segmentation brittle.

Context & constraints

• Duplicate leads/accounts and inconsistent CRM properties
• Enrichment vendors produced conflicting or low-confidence data
• Multiple contributors caused schema drift over time
• Routing and segmentation depended on clean fields

Approach

• Define “source of truth” per field and implement normalization rules (not just enrichment).
• Use confidence thresholds + quarantine to prevent low-quality writes.
• Monitor write volume, drift, and validation failures so data quality stays stable over time.

What Shipped

• Enrichment + normalization agent with validation gates
• Dedupe + merge rules and quarantine for low-confidence updates
• Property conventions + documentation to prevent schema rot
• Monitoring + alerts for unusual write patterns

Operational outcomes

• Field-level ownership and normalization stabilized segmentation
• Confidence-gated writes prevented CRM pollution
• Duplicate rate reduced via dedupe/merge rules and quarantine
• Monitoring caught drift before it broke routing

Governance & Safety

• Confidence thresholds
• Manual review for edge cases
• Backfill strategy + rollback plan
• Audit logs for updates