Sample made from invented data
Sample: CRM cleanup review sheet for Lakeline Commercial Cleaning (invented business and data)
Duplicate contacts grouped with a suggested record to keep, plus bad emails and phones and stale leads, as a review sheet.
Everything in this sample is invented: the business, the people, the numbers and the contact details. It was produced by the same code a pilot uses, then checked by the quality checks listed at the end. In a pilot, a person reviews the output before it goes to you.
What went in (all invented)
- 40 contact records from Contacts export (invented)
- Stages: 18 lead, 10 qualified, 11 customer, 1 lost
- Owners: Dee Walsh, Priya Nair, Sam Ortiz
- A lead or qualified contact counts as stale after 120 days without activity
The sample output
Summary
40 records from Contacts export (invented) for Lakeline Commercial Cleaning, reviewed as of 2026-10-09.
7 duplicate groups covering 15 records: 2 certain, 3 likely, 2 possible. Each has a suggested record to keep and the reason.
8 data-quality issues on 7 records.
17 proposed formatting changes: name and city capitals, phone format, email case and state codes.
8 stale leads: leads and qualified contacts with no activity for more than 120 days.
Nothing in your CRM is changed by this review. Amber does not merge, delete or edit records; you decide what to apply.
Duplicate groups
| Group | Records | Confidence | Why | Suggested record to keep | Conflicts to decide |
|---|---|---|---|---|---|
| G1 | C-004 Ana Reyes; C-019 ana reyes; C-033 Ana Reyes | certain | Same email ana.reyes@harborpoint.example (C-004, C-019); same phone (512) 555-0142 (C-004, C-019, C-033); same name and company (C-004, C-019) | C-004: as complete as C-019 (10 of 10 fields filled), with more recent activity (2026-09-22) | Owners differ (Priya Nair, Sam Ortiz, Dee Walsh); stages differ (qualified, lead) |
| G2 | C-007 Marcus Reed; C-026 MARCUS REED | certain | Same email marcus@ironwoodauto.test (C-007, C-026); same name and company (C-007, C-026) | C-007: most complete (10 of 10 fields filled) | Stages differ (customer, lead) |
| G3 | C-011 Gary Holt; C-029 Gary Holt | likely | Same phone (512) 555-0163 (C-011, C-029) | C-029: as complete as C-011 (10 of 10 fields filled), with more recent activity (2026-08-20) | Owners differ (Dee Walsh, Priya Nair) |
| G4 | C-014 Dana Whitfield; C-031 Dana Whitfield | likely | Same name and company (C-014, C-031) | C-014: as complete as C-031 (10 of 10 fields filled), with more recent activity (2026-09-25) | Owners differ (Dee Walsh, Priya Nair); stages differ (qualified, lead) |
| G5 | C-016 Luis Ortega; C-036 Luis Ortega | likely | Same name and email domain riverbendvet.example (C-016, C-036) | C-036: as complete as C-016 (10 of 10 fields filled), with more recent activity (2026-08-09) | Owners differ (Priya Nair, Sam Ortiz); stages differ (qualified, lead) |
| G6 | C-009 Thomas Becker; C-035 Tom Becker | possible | Same last name and first initial at the same company (C-009, C-035) | C-009: most complete (10 of 10 fields filled) | Owners differ (Dee Walsh, Priya Nair); stages differ (qualified, lead) |
| G7 | C-021 Kelsey Brandt; C-038 Kelsey Brant | possible | Similar last names (Brandt, Brant), same first initial and company (C-021, C-038) | C-021: as complete as C-038 (10 of 10 fields filled), with more recent activity (2026-09-26) | Owners differ (Sam Ortiz, Dee Walsh); stages differ (qualified, lead) |
Suggestions only. Amber does not merge records: you pick the record to keep, settle any conflicts and merge in your CRM.
Data-quality issues
| Record | Name | Field | Issue | Current value |
|---|---|---|---|---|
| C-012 | jenna price | Name | Name is in all lowercase | jenna price |
| C-018 | Maria Lopez | Email format is not valid | maria.lopez@@example.com | |
| C-019 | ana reyes | Name | Name is in all lowercase | ana reyes |
| C-019 | ana reyes | State | State is not a two-letter code (reads as TX) | Texas |
| C-024 | Sofia Marino | State | State is not a two-letter code and could not be read as a US state | Tex. |
| C-026 | MARCUS REED | Name | Name is in ALL CAPS | MARCUS REED |
| C-035 | Tom Becker | Email format is not valid | tom.becker @example.com | |
| C-039 | Ellen Park | Email and phone | No email and no phone | (both empty) |
Checked: email format, a way to reach each contact, 10-digit phone numbers, name capitals and two-letter state codes.
Proposed changes (you review and apply them in your CRM)
| Record | Field | Current | Proposed | Reason |
|---|---|---|---|---|
| C-003 | Phone | 512-555-0103 | (512) 555-0103 | One phone format for every record |
| C-005 | State | tx | TX | Two-letter state code |
| C-012 | First name | jenna | Jenna | Name in all lowercase |
| C-012 | Last name | price | Price | Name in all lowercase |
| C-019 | First name | ana | Ana | Name in all lowercase |
| C-019 | Last name | reyes | Reyes | Name in all lowercase |
| C-019 | City | austin | Austin | City in all lowercase |
| C-019 | Ana.Reyes@HarborPoint.example | ana.reyes@harborpoint.example | Email in lowercase without spaces | |
| C-019 | Phone | 512.555.0142 | (512) 555-0142 | One phone format for every record |
| C-019 | State | Texas | TX | Two-letter state code |
| C-026 | First name | MARCUS | Marcus | Name in ALL CAPS |
| C-026 | Last name | REED | Reed | Name in ALL CAPS |
| C-026 | City | ROUND ROCK | Round Rock | City in ALL CAPS |
| C-026 | MARCUS@IRONWOODAUTO.TEST | marcus@ironwoodauto.test | Email in lowercase without spaces | |
| C-027 | Phone | 512 555 0127 | (512) 555-0127 | One phone format for every record |
| C-029 | Phone | 512-555-0163 | (512) 555-0163 | One phone format for every record |
| C-033 | Phone | +1 512 555 0142 | (512) 555-0142 | One phone format for every record |
Formatting only: no record is deleted or merged, and no value is rewritten. Check names such as McDonald or O'Neil before you apply a capitals fix.
Stale leads
- C-033 Ana Reyes, lead, owner Dee Walsh: no activity since it was created on 2024-06-10, 851 days ago; also in duplicate group G1
- C-025 Caleb Dunn (Pecan Grove HOA), lead, owner Priya Nair: last activity 2025-03-15, 573 days ago
- C-011 Gary Holt (Holt Landscaping), lead, owner Dee Walsh: last activity 2026-01-15, 267 days ago; also in duplicate group G3
- C-040 Ruben Salas (Northgate Storage), qualified, owner Sam Ortiz: last activity 2026-02-11, 240 days ago
- C-019 ana reyes (Harbor Point Realty LLC), lead, owner Sam Ortiz: last activity 2026-03-01, 222 days ago; also in duplicate group G1
- C-008 Nina Patel (Willow Creek Apartments), lead, owner Priya Nair: last activity 2026-04-02, 190 days ago
- C-030 Irene Vasquez (Two Rivers Insurance), qualified, owner Dee Walsh: last activity 2026-05-02, 160 days ago
- C-026 MARCUS REED (Ironwood Auto Repair), lead, owner Sam Ortiz: no activity since it was created on 2026-05-20, 142 days ago; also in duplicate group G2
Leads and qualified contacts with no activity for more than 120 days, longest first. Each is worth a check-in or a stage change; you decide.
Quality checks run on this sample
12 of 12 QA checks passed. Direct cost of producing it: $0.00 (no paid service was used).
- Passed: Each record is in at most one duplicate group, and every group has two or more records
- Passed: The suggested record to keep is a member of its group
- Passed: Every certain group has records that share an email
- Passed: Proposed changes only fix formatting: none deletes, merges or rewrites a value
- Passed: The summary's counts equal the rows in each section
- Passed: Stale leads are exactly the leads and qualified contacts with no activity for more than 120 days
- Passed: Nothing says a record was merged, updated, applied or deleted
- Passed: No claims of guarantees, certification, compliance, affiliation or unmeasured results
- Passed: Nothing says a message was sent (Amber drafts; a person sends)
- Passed: Every section of messages is labelled as drafts
- Passed: No empty section without a note saying why
- Passed: Every stage of the demo completed
Ask about the CRM Duplicate and Data-Quality Check pilot · All ten pilot services