What Is Data Hygiene?
Data hygiene is the ongoing work of keeping a database usable: merging duplicates, standardising fields such as job titles and countries, filling gaps and refreshing values that have gone out of date.
Why it is a schedule and not a project
A CRM record is right on the day it is created and drifts afterwards. People change jobs, companies change size and rename themselves. A yearly clean-up fixes the past, then the drift starts again, so hygiene works as a recurring job tied to events and a calendar.
The four jobs
Most hygiene work falls into four jobs: merge duplicates, standardise values, fill gaps and refresh what has aged. The first two are internal. The last two need an outside source, which is where enrichment comes in.
How it works with the Kooperativa API
Store the company identifier and profile URL on each record, re-enrich on a schedule, and use monitors to refresh a record the moment a change is detected. Write back only what comes back found, so a missing answer never overwrites a good value with an empty one.