CRM data quality and deduplication
Asked as “CRM data quality and deduplication tool”, and as “CRM data cleansing tool”, on behalf of a mid-market B2B software company. 49 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
43%
Clear leader
43Insycle14Dedupely10Cleanlist33others
43% of first choices, clear leader.
Since September 2026▲+10Since September 2026: 34% → 44%, +10 points. Inside the 12-point floor: within noise. Read over the models both editions asked.Insycle held the lead, +10 points on 34%, inside the 12-point floor.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01
Insycle43%9%47endorsed leader▲+10Since September 2026: 34% → 44%, +10 points. Inside the 12-point floor: within noise. Read over the models both editions asked.34% → 44%
Insycle43%9%47endorsed leader▲+10Since September 2026: 34% → 44%, +10 points. Inside the 12-point floor: within noise. Read over the models both editions asked.34% → 44%02
Dedupely14%14%22accepted challenger▲+8Since September 2026: 6% → 15%, +8 points. Inside the 12-point floor: within noise. Read over the models both editions asked.6% → 15%
Dedupely14%14%22accepted challenger▲+8Since September 2026: 6% → 15%, +8 points. Inside the 12-point floor: within noise. Read over the models both editions asked.6% → 15%03
DemandTools10%16%51accepted challenger▲+3Since September 2026: 6% → 10%, +3 points. Inside the 12-point floor: within noise. Read over the models both editions asked.6% → 10%
DemandTools10%16%51accepted challenger▲+3Since September 2026: 6% → 10%, +3 points. Inside the 12-point floor: within noise. Read over the models both editions asked.6% → 10%04
Cleanlist10%0%28accepted challenger▼−7Since September 2026: 19% → 12%, −7 points. Inside the 12-point floor: within noise. Read over the models both editions asked.19% → 12%
Cleanlist10%0%28accepted challenger▼−7Since September 2026: 19% → 12%, −7 points. Inside the 12-point floor: within noise. Read over the models both editions asked.19% → 12%05
Cloudingo4%12%33accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%
Cloudingo4%12%33accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%06
DataGroomr2%0%15accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%
DataGroomr2%0%15accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%07
ZoomInfo Operations2%15%26accepted challenger▼−8Since September 2026: 11% → 2%, −8 points. Inside the 12-point floor: within noise. Read over the models both editions asked.11% → 2%
ZoomInfo Operations2%15%26accepted challenger▼−8Since September 2026: 11% → 2%, −8 points. Inside the 12-point floor: within noise. Read over the models both editions asked.11% → 2%Show the four products at 0%, ordered by negative rate
11
Informatica Data Quality0%42%19criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Informatica Data Quality0%42%19criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%10
ZoomInfo0%13%15accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
ZoomInfo0%13%15accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%08
HubSpot Operations Hub0%10%21accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
HubSpot Operations Hub0%10%21accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%09
Openprise0%8%13accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Openprise0%8%13accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
All six head-to-head pages: the top four products, each against each
Recommended versus criticized
Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.
Criticized challengerCriticized default
Negative label rate →
0102030405060708091011Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative60%
Key
01Insycle43%
Insycle43%02Dedupely14%
Dedupely14%03DemandTools10%
DemandTools10%04Cleanlist10%
Cleanlist10%05Cloudingo4%
Cloudingo4%06DataGroomr2%
DataGroomr2%07ZoomInfo Operations2%
ZoomInfo Operations2%08HubSpot Operations Hub0%
HubSpot Operations Hub0%09Openprise0%
Openprise0%10ZoomInfo0%
ZoomInfo0%11Informatica Data Quality0%
Informatica Data Quality0%What they warned about
A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Informatica Data Quality42%
8 of 19 labels negative · 7 of 6 models
“great for broad data governance but can be overkill, expensive, and complex for pure CRM hygiene needs” GLM 4.7 FlashX, negative prompt
DemandTools16%
8 of 51 labels negative · 5 of 6 models · 2 hard negative
“The interface is widely noted as outdated compared to more modern competitors, and it's not well-suited for single-record edits” Claude Haiku 4.5, negative prompt
Cloudingo12%
4 of 33 labels negative · 4 of 6 models · 1 hard negative
“Don't buy ... **Cloudingo** (~$2,500/yr) unless you have large Salesforce databases” DeepSeek V4 Flash, budget prompt
Insycle9%
4 of 47 labels negative · 4 of 6 models · 1 hard negative
“Don't buy **Insycle** (~$100/mo) ... unless you have large Salesforce databases” DeepSeek V4 Flash, budget prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
77 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 1089 links across 211 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.
vendor site · Cleanlist56 answers · 100 citations · 12 models
vendor site · Cognism40 answers · 61 citations · 11 models
35 answers · 77 citations · 13 models
vendor site · ZoomInfo34 answers · 55 citations · 10 models
vendor site · SyncMatters31 answers · 41 citations · 12 models
vendor site · Prospeo27 answers · 40 citations · 11 models
vendor site · Integrate23 answers · 25 citations · 9 models
vendor site · Clearout19 answers · 19 citations · 8 models
vendor site · Insycle18 answers · 30 citations · 9 models
vendor site · Findymail18 answers · 20 citations · 9 models
vendor site · Data Ladder17 answers · 20 citations · 8 models
vendor site · LinkedIn16 answers · 17 citations · 10 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
48 answers · 12 models
30 answers · 11 models
22 answers · 10 models
21 answers · 9 models
18 answers · 8 models
18 answers · 10 models
18 answers · 10 models
15 answers · 8 models
15 answers · 8 models
14 answers · 9 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best crm data quality and deduplication tool”, “crm data quality and deduplication tool”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| Insycle insycle.com | 43% | 123 | 480 | 4 | 13,246 | |||
| Dedupely dedupe.ly | 14% | 55 | 210 | 178 | 421 | 7 | ||
| DemandTools validity.com | 10% | 152 | 590 | 12 | 24,467 | $264 | 120 | |
| Cleanlist cleanlist.ai | 10% | 99 | 1,900 | 0 | 16,279 | 3 | 3 | |
| Cloudingo cloudingo.com | 4% | 93 | 590 | 4 | 271 | 75 | ||
| DataGroomr datagroomr.com | 2% | 37 | 320 | 0 | 517 | 17 | ||
| ZoomInfo parent site ZoomInfo Operations 2% | 2% | 69 | 135,000 | 1,810 | ||||
| OpenRefine openrefine.org | 2% | 25 | 1,900 | 25 | 4,409 | |||
| Plauti Deduplicate plauti.com | 2% | 23 | 70 | 2 | 674 | $124 | 24 | 2 |
| Sweep | 2% | 33,100 | 41,121 |
Google's top ten for the two searches hold 15 sites; 4 of them are among the sites the models cited here (cleanlist.ai, integrate.io, linkedin.com, syncmatters.com). The first result for “best crm data quality and deduplication tool” is transformsolution.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best CRM data quality and deduplication tool for a mid-market B2B company?”Paraphrase“Which CRM data cleansing tool would you recommend to a mid-sized B2B company?”Comparative“What are the top CRM data quality tools and how do they differ?”Budget-constrained“What is the best CRM data quality and deduplication tool for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a CRM data quality and deduplication tool. What should we look at?”Negative“Which CRM data quality tools should I avoid or be cautious about?”
Claude Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
Ataccama read as Ataccama ONE
Collibra read as Collibra Data Quality
Experian read as Experian Data Quality
HubSpot read as HubSpot Operations Hub
HubSpot Data Hub read as HubSpot Operations Hub
HubSpot Native read as HubSpot Operations Hub
HubSpot's Duplicate Manager read as HubSpot Operations Hub
HubSpot's duplicate manager read as HubSpot Operations Hub
Informatica read as Informatica Data Quality
Native Salesforce Duplicate Management read as Salesforce Duplicate Management
Oracle read as Oracle Enterprise Data Quality
Plauti read as Plauti Deduplicate
Plauti (Duplicate Check) read as Plauti Deduplicate
Salesforce read as Salesforce Duplicate/Matching Rules
Salesforce-native duplicate rules read as Salesforce Duplicate Management
WinPure read as WinPure Clean & Match
Unresolved, counted raw
Apex Cleaning
Apption
CRMfusion
Cleanse
Cleanse.io
Contact Cleanup
Contactually
Datalux
Dedup-Manager
Einstein Data Enrichment
Hongbees
HubSpot"s native data-quality tools
HubSpot's built-in AI deduplication
HubSpot's native duplicate management tool
HubSpot's native tools
MatchLogic
Microsoft
Mongo
Native CRM Features (Salesforce/HubSpot built-in tools)
Pipedrive Merge
Pipedrive's merge
SAP
Salesforce native data quality features
SkyBlazer
Soda Core
WinShuttle
ZoomInfo Operations OS
Discontinued, still offered
No shut-down product was recommended here.