🎯 Project Goal

After establishing the clean structure (Project 1) and automating workflows (Project 2), the next critical test of my HubSpot proficiency was handling the most dangerous element: legacy data migration.

This project shifted my focus from building new systems to protecting the integrity of those systems. My goal was to create a secure, audit-proof process to move existing contact data from external, messy sources into our newly governed HubSpot CRM. I essentially acted as the CRM Data Specialist, ensuring the platform started clean and stayed clean.

🧩 Challenge: Data Hygiene and Duplication

Before migrating any data, the first priority was to audit and clean the existing contact dataset. Duplicate contact records distort analytics, break attribution logic, and reduce the effectiveness of automation workflows.

A. Initial Data Audit (The Problem)

The client’s legacy contact list contained duplicates — e.g., Alex Jones and Alex Ibrahimovic representing the same individual but with slight variations in name or email (like [email protected] vs. [email protected]).

🔍 Action Taken

• Exported the legacy contact dataset for review.
• Uploaded it into HubSpot’s contact database (sandbox environment).
• Used HubSpot’s Duplicate Management Tool under Contacts → Manage Duplicates.
• When automatic detection was unavailable, used manual search filters (e.g., filtering by first name “Alex”) to identify likely duplicates side-by-side.

📸 Visual Proof (Duplicates Identified)

This screenshot established the problem visually — showing multiple entries for the same individual within the Contacts list.

🎯 Strategic Rationale

This step validated the need for pre-migration data hygiene. Duplicates directly undermine CRM performance metrics, skew pipeline reporting, and waste sales effort. Identifying them early ensured the migration would result in a single, consolidated “source of truth.”

B. Solution: Record Merging