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. 22 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
59%
InsycleClear leader
59Insycle09Dedupely09DemandTools23others
59% of first choices, clear leader.
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
04
HubSpot Operations Hub5%20%10accepted challengernewNew since September 2026: not ranked then, 5% now.
HubSpot Operations Hub5%20%10accepted challengernewNew since September 2026: not ranked then, 5% now.Show the two products at 0%, ordered by negative rate
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 can't be told apart from repeat variation, and both are shown. Each index measures its own floor from its own repeat, over its own categories, so the floor differs from one index to the next. 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
One product takes 59% of first choices here, so the chart would put five markers in one corner and one at the far edge. The two measurements it plots are columns in the standing above: share, and the negative label rate. Zero products carry a negative rate above 25% in this category.
What they warned about
Four of six models held their first choice under the paraphrase. Claude Opus 5 and Claude Opus 4.8 changed. 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 Quality86%
6 of 7 labels negative · 4 of 6 models
“you likely don't want the massive overhead (or price tag) of an enterprise Master Data Management (MDM) suite like Informatica” Gemini 3.1 Pro, direct prompt
DemandTools21%
5 of 24 labels negative · 3 of 6 models · 1 hard negative
“Avoid if you do not have a dedicated, senior Salesforce Administrator on staff to manage it.” Gemini 3.1 Pro, negative prompt
Cloudingo17%
4 of 24 labels negative · 3 of 6 models
“its $2,500-per-year Standard plan is difficult to justify for a genuinely constrained budget” GPT-5.6 Sol, budget prompt
Salesforce Data.com100%
2 of 2 labels negative · 2 of 6 models · 2 hard negative
“Avoid | Data.com is officially retired, and Salesforce removed its contact data in 2021.” GPT-5.6 Sol, negative prompt
What they cite
Six of the six models returned a source list in this edition: six return the pages they cited.
Sites the answers cite
32 of 36 answers in this category came back with a source list, from 6 of 6 models: citations where the model returns them, or the search results it consulted. 524 links across 179 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 · Validity13 answers · 15 citations · 5 models
vendor site · Plauti12 answers · 23 citations · 6 models
vendor site · Cognism12 answers · 21 citations · 4 models
vendor site · Insycle12 answers · 18 citations · 5 models
vendor site · Insycle11 answers · 17 citations · 4 models
vendor site · Cloudingo11 answers · 12 citations · 4 models
10 answers · 24 citations · 4 models
vendor site · Cleanlist9 answers · 16 citations · 3 models
vendor site · Clearout9 answers · 9 citations · 4 models
vendor site · Datablist9 answers · 9 citations · 3 models
9 answers · 9 citations · 2 models
vendor site · Integrate8 answers · 8 citations · 4 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.
9 answers · 4 models
9 answers · 3 models
9 answers · 3 models
9 answers · 2 models
8 answers · 3 models
8 answers · 5 models
8 answers · 4 models
7 answers · 2 models
7 answers · 2 models
6 answers · 4 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 | 59% | 157 | 480 | 4 | 13,246 | |||
| DemandTools validity.com | 9% | 153 | 590 | 12 | 24,467 | $264 | 120 | |
| Dedupely dedupe.ly | 9% | 88 | 210 | 178 | 421 | 7 | ||
| Cloudingo cloudingo.com | 5% | 108 | 590 | 4 | 271 | 75 | ||
| HubSpot parent site HubSpot Operations Hub 5% | 5% | 96 | 368,000 | 9,776 | ||||
| Cleanlist cleanlist.ai | 5% | 22 | 1,900 | 0 | 16,279 | 3 | 3 | |
| DataGroomr datagroomr.com | 5% | 21 | 320 | 0 | 517 | 17 | ||
| Salesforce parent site Salesforce Duplicate Management 5% | 5% | 41 | 550,000 | 60,632 | ||||
| Plauti Deduplicate plauti.com Plauti Deduplicate 0%, Plauti Duplicate Check 0% | 0% | 15 | 70 | 2 | 674 | $124 | 24 | 2 |
| Openprise openprisetech.com | 0% | 63 | 590 | 4 | 509 | 1 |
Google's top ten for the two searches hold 15 sites; 3 of them are among the sites the models cited here (cleanlist.ai, integrate.io, plauti.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 software company?”Paraphrase“Which CRM data cleansing tool would you recommend to a mid-sized B2B software 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 5Cloudingo, Dedupelyagainst: Clay, Cognism, Syncari, ZoomInfo OperationsDemandToolsChangedDemandToolsagainst: Ataccama ONE, IBM QualityStage, Informatica Data Quality, Precisely Trillium, Qlik, Reltio, SAP MDG, Salesforce Data Cloud, Semarchy, Stibo, TalendHubSpot Operations Hub, Salesforce Duplicate Managementagainst: Cloudingo, DemandToolsno first choiceagainst: Clay, Datablist, Dynamics, HubSpot Operations Hub, IBM InfoSphere QualityStage, Informatica Data Quality, SAS Data Quality, Salesforce Duplicate Management, Talend, ZoomInfo
Four alternatives
DemandTools, Insycle, No Duplicates, Plauti DeduplicateSix alternatives
Clay, Cloudingo, Cognism, Insycle, Plauti Deduplicate, ZoomInfoTen alternatives
Cloudingo, Hightouch, Insycle, Monte Carlo, Openprise, Plauti Deduplicate, Syncari, Traction Complete, ZoomInfo Operations, dbt testsTwo alternatives
Insycle, No DuplicatesClaude Opus 4.8DataGroomrDemandTools, InsycleChangedno first choiceInsycleagainst: Data Ladder, LeadAngelno first choicenothing named
Four alternatives
Cloudingo, DemandTools, Insycle, Plauti DeduplicateFour alternatives
Cloudingo, Cognism, Openprise, ZoomInfoFive alternatives
Datablist, Dedupely, HubSpot Operations Hub, Salesforce Duplicate Management, Zoho CRMGPT-6 AstraInsycleInsycleHeldInsycleagainst: Informatica Data QualityInsycleno first choiceagainst: Cloudingo, HubSpot Operations Hub, Insycle, Salesforce Data.com, Salesforce Duplicate Management
Two alternatives
Cloudingo, DemandToolsTwo alternatives
Cloudingo, DemandToolsFive alternatives
Cloudingo, DemandTools, HubSpot Operations Hub, Openprise, Plauti DeduplicateTwo alternatives
HubSpot Operations Hub, OpenRefineFive alternatives
Cloudingo, DemandTools, Insycle, Koalify, Plauti DeduplicateGPT-5.6 SolInsycleInsycleHeldInsycleagainst: Informatica Data QualityDedupelyagainst: Cloudingono first choiceagainst: Cloudingo, DemandTools, Insycle, Openprise, Salesforce Data.com
Five alternatives
Cloudingo, DemandTools, HubSpot Operations Hub, Openprise, Plauti DeduplicateThree alternatives
Cloudingo, DemandTools, OpenpriseFive alternatives
Ataccama ONE, Cloudingo, DemandTools, HubSpot Operations Hub, OpenpriseOne alternative
InsycleGemini 3.1 ProInsycleagainst: DemandTools, Informatica Data QualityInsycleHeldagainst: Informatica Data QualityDemandTools, InsycleInsycleInsycleagainst: DemandToolsagainst: Clari Copilot, DemandTools, HubSpot Breeze Intelligence, Salesforce Revenue Intelligence, ZoomInfo, ZoomInfo Operations
Four alternatives
Cloudingo, DataGroomr, Plauti Deduplicate, ZoomInfo OperationsFour alternatives
Cloudingo, DemandTools, Dropcontact, ZoomInfo OperationsThree alternatives
Cloudingo, Plauti Deduplicate, ZoomInfo OperationsThree alternatives
Dedupely, Koalify, Plauti Duplicate CheckFour alternatives
Cloudingo, Duplicate Check, Plauti Deduplicate, ZoomInfo OperationsPerplexity Sonar ProInsycleInsycleHeldDemandToolsagainst: OpenRefineCleanlistno first choicenothing named
Two alternatives
Cleanlist, DemandToolsThree alternatives
Cleanlist, DemandTools, ZoomInfoSix alternatives
Cleanlist, Cloudingo, Cognism, Informatica Data Quality, Insycle, ZoomInfoThree alternatives
DemandTools, Duplicate Check, OpenRefineBold 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.
Thirty-six rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|---|---|---|---|---|---|
| Direct recommendation | Claude Opus 5 | claude-opus-5 | 2026-09-09 20:29 | yes | 39 | 63 s |
| Direct recommendation | Claude Opus 4.8 | claude-opus-4-8 | 2026-09-09 20:31 | yes | 29 | 72 s |
| Direct recommendation | GPT-6 Astra | gpt-6-astra | 2026-09-09 20:33 | yes | 8 | 37 s |
| Direct recommendation | GPT-5.6 Sol | gpt-5.6-sol | 2026-09-09 20:34 | yes | 8 | 41 s |
| Direct recommendation | Gemini 3.1 Pro | gemini-3.1-pro-preview | 2026-09-10 17:25 | yes | 4 | 103 s |
| Direct recommendation | Perplexity Sonar Pro | sonar-pro | 2026-09-09 20:32 | yes | 20 | 7 s |
| Paraphrase | Claude Opus 5 | claude-opus-5 | 2026-09-09 20:36 | yes | 39 | 55 s |
| Paraphrase | Claude Opus 4.8 | claude-opus-4-8 | 2026-09-09 20:37 | no | 0 | 17 s |
| Paraphrase | GPT-6 Astra | gpt-6-astra | 2026-09-09 20:39 | yes | 6 | 23 s |
| Paraphrase | GPT-5.6 Sol | gpt-5.6-sol | 2026-09-09 20:40 | yes | 2 | 20 s |
| Paraphrase | Gemini 3.1 Pro | gemini-3.1-pro-preview | 2026-09-10 17:27 | no | 0 | 21 s |
| Paraphrase | Perplexity Sonar Pro | sonar-pro | 2026-09-10 19:05 | yes | 20 | 6 s |
| Comparative | Claude Opus 5 | claude-opus-5 | 2026-09-09 20:42 | yes | 21 | 79 s |
| Comparative | Claude Opus 4.8 | claude-opus-4-8 | 2026-09-09 20:45 | yes | 31 | 64 s |
| Comparative | GPT-6 Astra | gpt-6-astra | 2026-09-09 20:48 | yes | 7 | 40 s |
| Comparative | GPT-5.6 Sol | gpt-5.6-sol | 2026-09-09 20:50 | yes | 9 | 66 s |
| Comparative | Gemini 3.1 Pro | gemini-3.1-pro-preview | 2026-09-10 17:28 | yes | 7 | 29 s |
| Comparative | Perplexity Sonar Pro | sonar-pro | 2026-09-09 20:46 | yes | 20 | 7 s |
| Budget constrained | Claude Opus 5 | claude-opus-5 | 2026-09-09 20:54 | yes | 24 | 46 s |
| Budget constrained | Claude Opus 4.8 | claude-opus-4-8 | 2026-09-09 20:55 | yes | 35 | 46 s |
| Budget constrained | GPT-6 Astra | gpt-6-astra | 2026-09-09 20:57 | yes | 4 | 31 s |
| Budget constrained | GPT-5.6 Sol | gpt-5.6-sol | 2026-09-09 20:58 | yes | 4 | 26 s |
| Budget constrained | Gemini 3.1 Pro | gemini-3.1-pro-preview | 2026-09-10 17:29 | yes | 14 | 32 s |
| Budget constrained | Perplexity Sonar Pro | sonar-pro | 2026-09-09 20:56 | yes | 20 | 4 s |
| Scale constrained | Claude Opus 5 | claude-opus-5 | 2026-09-09 21:01 | yes | 15 | 70 s |
| Scale constrained | Claude Opus 4.8 | claude-opus-4-8 | 2026-09-09 21:02 | no | 0 | 27 s |
| Scale constrained | GPT-6 Astra | gpt-6-astra | 2026-09-09 21:04 | yes | 5 | 48 s |
| Scale constrained | GPT-5.6 Sol | gpt-5.6-sol | 2026-09-09 21:06 | yes | 4 | 57 s |
| Scale constrained | Gemini 3.1 Pro | gemini-3.1-pro-preview | 2026-09-10 18:39 | no | 0 | 35 s |
| Scale constrained | Perplexity Sonar Pro | sonar-pro | 2026-09-09 21:02 | yes | 20 | 10 s |
| Negative framing | Claude Opus 5 | claude-opus-5 | 2026-09-09 21:10 | yes | 37 | 147 s |
| Negative framing | Claude Opus 4.8 | claude-opus-4-8 | 2026-09-09 21:12 | yes | 22 | 43 s |
| Negative framing | GPT-6 Astra | gpt-6-astra | 2026-09-09 21:14 | yes | 6 | 31 s |
| Negative framing | GPT-5.6 Sol | gpt-5.6-sol | 2026-09-09 21:16 | yes | 6 | 61 s |
| Negative framing | Gemini 3.1 Pro | gemini-3.1-pro-preview | 2026-09-10 18:45 | yes | 18 | 39 s |
| Negative framing | Perplexity Sonar Pro | sonar-pro | 2026-09-09 21:12 | yes | 20 | 9 s |
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
HubSpot read as HubSpot Operations Hub
HubSpot Data Hub read as HubSpot Operations Hub
Informatica read as Informatica Data Quality
Informatica Cloud Data Quality read as Informatica Data Quality
Melissa read as Melissa Clean Suite
Native Salesforce matching and duplicate rules read as Salesforce Duplicate Management
Plauti read as Plauti Deduplicate
Plauti (Duplicate Check) read as Plauti Deduplicate
Salesforce read as Salesforce Duplicate Management
Salesforce Duplicate/Matching Rules read as Salesforce Duplicate Management
Salesforce's duplicate management read as Salesforce Duplicate Management
Salesforce’s native Duplicate Management read as Salesforce Duplicate Management
WinPure read as WinPure Clean & Match
Unresolved, counted raw
None awaiting human review.
Discontinued, still offered
No shut-down product was recommended here.