HubSpot Data Hub

An unsung hero of HubSpot, Data Hub (formerly Operations Hub) is often misunderstood and overlooked. How often has your team looked for a way to find the information they KNOW is in the CRM, but they just don’t know how to get to it? How often have you encountered dirty or duplicate data? Is your team filling out all the fields you have in place? With Data Hub, you have a secret bullet to solve all these problems and more.

Data Hub is the next evolution of Operations Hub: an AI-powered data management platform that combines, cleans, and activates your customer data across every HubSpot tool. With the ever-increasing demand for personalization and reliable data, it’s important to consider the impact that Data Hub can have on every part of your business, from improving email deliverability to automatically setting up an annual renewal call.

So, What Is Data Hub?

HubSpot Data Hub is a set of tools that unify scattered data, enhance data quality automatically, and activate customer intelligence across your HubSpot platform. You can use Data Hub to potentially fill gaps in other systems - perhaps you’re lacking in a way to validate email addresses, concatenate your address fields into a single property for direct mailers or distribute new leads to various members of your organization based on territory.

While Operations Hub focused primarily on workflow automation, Data Hub expands that foundation with true data management capabilities — combining first- and third-party data, improving accuracy automatically, and syncing in real-time with over 100 integrations.

The Components of Data Hub

Exploring a little deeper into HubSpot Data Hub, let’s look at the core components that help your teams accomplish their goals and make your Data Hub powerful with this acronym: STAMP - Structure, Time Savers, Automation, Measurement, Productivity .

Structure: Data Quality Overview

Data Quality Overview

Not only do you have to worry about data decaying at an alarmingly high rate as folks change roles and companies go through big changes, but you also have to worry about the accuracy of the data entering your database in the first place. It’s an ongoing struggle to keep your data consistent, clean and up to date. The data quality software within Data Hub is an AI-powered suite of tools that help keep your database clean, consistent, and reliable. Don’t spend time manually hunting for decayed information, duplicate records or incomplete information. Use the data quality tools to catch errors before they cause damage.

Data Enrichment

Within the data quality tools is a nifty trick for catching and fixing data gaps: data enrichment. Data enrichment uses AI and CRM tools to scan for information gaps and enrich contact or company records. This pulls information about a record from what’s publicly available online to further flesh out your record: all without you needing to spend hours of research or manually reaching out to people.

Time Savers: AI-Powered Data Formatting and Automatic Deduplication

Saving time is what Data Hub is ALL about, but AI-powered data formatting and bulk duplicate management, in particular, are focused on being as efficient as possible.

AI-Powered Data Formatting

While you can no doubt think of a few common rules you may want to have in place for formatting, like making all first names proper - “JOHN” to “John”, HubSpot goes a level beyond this, using AI to look for common formatting issues and recommend turning on automation to always clean up your data for that issue. Once you set a formatting rule, you can basically set it and forget it, knowing your data is cleaning itself whenever it is updated. Goodbye to “@gmail.comm” and “JoHnSmith” forever; hello nice and clean data you can use for outreach!

Automatic Deduplication

Data Hub’s built-in AI also scans your contacts and companies for duplicates automatically. Instead of bulk manual merging, duplicate resolution now happens continuously, helping you keep data unified across all connected systems.

Automation: AI-Powered Automation for Data Consistency

Data Hub focuses on automation through AI and data intelligence, not manual workflow programming. The goal remains efficiency – but with an AI-first approach that automatically identifies, corrects, and syncs data across your tech stack.

Programmable Automation

Programmable automation and workflow extensions still exist as part of HubSpot’s core automation features, but they are no longer exclusive to Data Hub. Instead, Data Hub now emphasizes AI-powered rules that fix formatting, fill in missing values, and unify customer data across apps.

Measurement: Datasets and Unified Reporting

Datasets

Besides giving you a huge boost to the number of reports and dashboards you can create, Data Hub introduces AI-powered Datasets — allowing you to create clean, reusable data collections that feed into HubSpot’s reporting tools.

This makes it easier to measure KPIs across marketing, sales, and service. Teams can now build datasets directly within Data Hub, combining first- and third-party data sources without depending on developers or analysts.

The previous “Historical Sync” feature has been replaced by Cloud Data Sync, enabling bidirectional integration with cloud data storage platforms like Snowflake, AWS, and Google BigQuery.

Productivity: Data Sync and Cloud Integrations

Data Sync

Making your team and organization more productive starts with connected systems.
With Data Hub, you can unify data across your apps, databases, and cloud storage platforms — all with bidirectional sync. This allows your CRM, ERP, and marketing systems to work from the same clean, current information.

Calculations and formulas are now handled within datasets or custom fields, while the Data Sync engine connects over 100 integrations. These are all managed in real-time, without code.

Data Hub: What’s In It For Me (WIIFM)

The ability to standardize and clean your data, while connecting it across your organization creates smaller ripples that quickly grow until you wonder how you would ever have managed without it in place.

Dirty data, siloed data and data decay are all major issues any CRM faces. To see how quickly it ripples, let’s take an example: if you have a smaller database of only a thousand contacts, updating their names to fix any capitalization errors might take you about an hour to manually complete that entire update. Now if you take that hour and multiply it as you grow - as data gets overwritten when it is re-entered or synced again from different sources with different setups for fields and as new data gets entered incorrectly with a typo here and there - you’re looking at potentially hundreds of hours of work just to fix data.

With Data Hub, those fixes are done immediately, as they arise - with no manual work.

A Standardized CRM is a Happy CRM

Everyone makes typs, sorry, typos. “To err is human,” as they say. Unfortunately, people are often less forgiving of mistakes when they are on the receiving end of the errors caused by those mistakes.

With Data Hub, you are able to see in your Data Quality Command Center any errors and create automation rules to fix common errors. For example - you can create automation rules around common spelling mistakes like changing “@gmail.comm” or “@gmail.co” to “@gmail.com.”

Related Content: 5 Benefits of a Clean HubSpot CRM

Delivering a True All-On-One Solution

HubSpot has a lot of great tools within the platform, but oftentimes your organization will have other sources of data like your financial system, ERP or mobile app. Each of these will have a database that holds very important data about your business and your customers. When that data can’t talk to other systems, understanding the big picture can become impossible.

This is where Data Hub comes to the rescue, allowing you to use many of HubSpot’s pre-built data sync tools for many of the common databases and tools out there or create your own unique integration. Connecting all your systems and software directly to HubSpot and syncing through the data you need, will help your teams and make those properly informed decisions for your business.

Choosing your Hub Tier

Data Hub comes in a few different tiers - understanding which one is right for your business is a crucial aspect of building your HubSpot portal & data syncs. Let’s take a quick overview of the main differences you can expect between Data Hub Starter, Professional, and Enterprise.

Please note that at each level, Data Hub is sold by the Core Seat - which gives those users the capability of having full edit access within the Hub. You can also get an unlimited number of View Only seats, which allow certain users to just view reporting, CRM and day-to-day activities.

Starter

With Data Hub Starter, you’ll gain access to the essential operations tools for integrations and monitoring data health. This is best for organizations looking to clean up their CRM and keep it clean, but don’t have complex data coming into the system each month.

Professional

At the Professional level, you’ll experience a big leap in features and functionality. This tier equips your organization to handle the work behind the scenes. This is the best choice for organizations with either a dedicated ops team or with a dedicated HubSpot manager.

Enterprise

As a Hub already dedicated to customizability and control, it’s no surprise that the Enterprise level of Data Hub doubles down on that goal. Unlock advanced datasets, external connections, calculated metrics, and more.

Paired with Marketing

Human error is the bane of every marketer’s efforts in personalization. The countless hours spent cleaning up the way people have entered their names or their locations and time zones to ensure you are sending content that will resonate, look good, and arrive at the right time. With Data Hub your team doesn’t have to spend another minute stressing and can focus instead on creating that next great campaign.

Paired with Sales

From advanced and weighted lead rotation by territory to enriching data, Data Hub can help supercharge your sales outreach efforts while at the same time taking what could otherwise be tedious and time-consuming tasks off the hands of reps who never get around to it. Reps also depend on being able to quickly access the data on any given record in your CRM and have that data be in a usable format. While it might not seem like much, the minute here and seconds there to manually type in a phone number that’s been entered in an incorrect format or an email that bounces due to a typo add up fast and take away from what sales reps do best - sell.

Paired with Service

When you connect Data Hub with Service Hub, your team will be much more prepared to offer personalized and smooth customer experiences. From the ability to clean up formatting issues, helping your messages feel more human to reducing duplicate records, saving tickets from getting lost in the shuffle; Data Hub lifts Service Hub to a new level. Data sync is a must for service teams that using external systems like Jira to manage development responses and solutions to issues.

Paired with Commerce

There are a lot of opportunities and challenges you may come across when it comes to collecting payments from your customers, and Data Hub gives you the interconnected systems - from Quickbooks to Netsuite, and the customized actions - from calculating interest to sending personalized payment notices, that you will need.

(Note: Payments are currently only available within the US.)

Paired with Multiple Hubs

As you can imagine, bringing these various Hubs together is where HubSpot shines brightest. Having everything in one place allows for deeper reporting, smoother handoffs, and the ability to utilize complementary tools for every team that lives within other Hubs. Data Hub is a hub unlike any other, and while it can sometimes be overlooked with the amazing features available in the other Hubs, you will quickly see it as the trusty partner to all of your other Hubs that power them up in ways you may never have thought of before. As you continue your HubSpot journey, you will continue to find more and more ways to combine the Hubs and the many amazing things you can accomplish with Data Hub and the rest of the platform.

We know HubSpot

Ready to learn more about the rest of HubSpot and how you can get started with your own implementation?

Download our Guide to HubSpot

HubSpot Data Hub Onboarding from an Accredited HubSpot Diamond Partner

If you’ve made it all the way to the end, you probably are thinking: “this sounds complicated.” HubSpot is a powerful tool - and it takes a lot of time, effort and careful planning to unlock its full potential.

BizzyWeb is a HubSpot Diamond Partner and we offer full-service HubSpot onboarding, clean-up and strategy for all hubs. Our team has over 191 certifications in HubSpot (and constantly growing). No matter what your HubSpot needs are, our team is ready to handle them.

Plus, we’re one of the handful of agencies in the world that holds the brand-new HubSpot Onboarding Accreditation AND we are the only agency in Minnesota with a Platform Enablement Accreditation from HubSpot!

What We Do

We work with you to learn your business, needs and goals - BizzyWeb is actively invested in making a solution that works for you, not just a standardized tool or an off-the-shelf install.
Onboard, implement, and build - Once we’ve reviewed your systems and current data, we put our plan into action.
Individualized training and reporting - When your setup is done, we’re not. We make sure you know to use your new HubSpot system, at your pace.
Digital and inbound marketing programs for rapid growth - Make the most out of your HubSpot account with our digital marketing and/or inbound marketing services.