Data8 Data Integrity: CRM Data Quality Scoring for Dynamics 365
Data8 Data Integrity is a Dataverse-native data quality scoring and observability tool for Microsoft Dynamics 365. It scores records against rules you define for completeness, validity, uniqueness and consistency.
- Native to Dynamics 365
- No code
- Full technical support
- PREPARING AI-READY DATA
How to Measure Data Quality
Data8 Data Integrity is a data quality monitoring and observability tool for Microsoft Dynamics 365.
It measures, monitors and scores every contact, account and opportunity in real time against rules you define. Scores update as data and activity change, with historical scoring for reporting. Identify and improve data quality continuously, so your CRM data is accurate, trusted and ready for AI, Copilot and smarter decision-making.
The Problem
Every CRM collects problems you cannot see. Contacts go stale and storage grows. Then AI is pointed at the lot, and it answers confidently from records nobody has ever measured.
The Solution
Define what good AI-ready data looks like for your organisation by scoring every contact, account and opportunity in real time.
The Benefit
You replace assumptions with a measurable number. Teams fix the right records first, leaders track quarter-on-quarter improvements, and AI and reporting rely on data they can trust.
Using Data8 Data Integrity for AI-Ready Data
- STEP 1
Create & Tailor Your Own Data Quality Rules
Build your own no-code rules and apply them to any field, table, object or view to score for completeness, accuracy, consistency, validity and uniqueness.
Assign positive and negative points to encourage good data hygiene and ensure important CRM fields contain the correct data.
- STEP 2
Every Record Scored in Real-Time
Scores combine data quality with activity: calls logged, tasks completed and follow-ups set. They recalculate automatically on new and existing records, and every score is kept historically.
All scores are live in Dataverse, for seamless connection to Power BI dashboards and league tables.
- STEP 3
Your Team Acts on What Matters
Next best action prompts show teams and leadership exactly what to fix, inside your Dynamics 365 CRM.
Set a threshold and trigger workflows when scores drop: archive records, alert managers or reassign accounts.
Data8 Integrity
Built for your role
Pick your role to see how Integrity scores the data you depend on.
Sales managers
Spot at-risk opportunities or deals before their close date pass.
Account scores reflect real sales rep activity. League tables are ready for Monday reviews, with low-scoring deals flagged for overdue close dates, limited contact or missing data. Sales leaders get a clear, ranked list of opportunities to review.
See How Data8 Can HelpData migrations and acquisitions
Decide what moves and what gets deleted, objectively.
Score every record before migration, acquisition or system consolidation. Set a minimum score, keep what is useful, archive the rest. Reduce storage cost and migration effort.
See How Data8 Can HelpCharities and non-profits
Make sure your donor data is ready when it matters.
Incomplete contact records have real consequences: failed gift aid claims and missed communications. Integrity surfaces the gaps before they cost you, and gives trustees a clear record of improvement.
See How Data8 Can HelpMembership organisations
Keep member records complete, accurate and engagement-ready.
Missed renewals and failed communications start with poor contact data. Integrity scores every record and surfaces members with no recent engagement before renewal season.
See How Data8 Can HelpEducation
Maintain accurate student, alumni and stakeholder records at scale.
Score large, fast-changing databases for completeness and engagement, and report on trends across the institution.
See How Data8 Can Help
How Tensar Improved Data Quality by 37%
Tensar removed nearly 1 million redundant records, reduced database size by 40% and improved data quality by 37%, saving CRM and migration costs.
How Integrity Helps You Maintain Excellent Data Quality
| Question | Data8 Data Integrity | Manual audit or spreadsheet |
|---|---|---|
| Real-time scoring? | Yes, every record | No |
| Tracks quality over time? | Yes, historic and reportable | Rarely |
| Measures uniqueness? | Yes, as one of five quality dimensions | Hard to do |
| Includes rep activity? | Yes, calls, tasks and follow-ups | No |
| Works inside Dynamics 365? | Yes, native, no code | No |
| Tells users what to fix? | Yes, next best action | No |
| Ready for AI? | Yes, measured and monitored for Copilot | No, manual work required |
Why Choose Data8 for Data Quality Monitoring?
For over 25 years, we’ve helped organisations improve the quality, visibility and confidence needed to make data AI-ready – backed by expertise and award-winning customer service they can rely on.
Award-Winning Support from G2
We’re known for outstanding technical support and dedicated client success management.
Expertise That Drives Innovation
Our team combines deep data expertise with MVP Award-winning talent to deliver innovative data quality and observability solutions.
Frequently Asked Questions
What is Data8 Data Integrity?
Data8 Data Integrity is a Dynamics-integrated solution that measures and monitors data quality and record management over time, using scores tailored to fields that matter to you.
What is data observability for CRM data?
Data observability means monitoring the health of your data continuously instead of checking it now and then. For a CRM, that covers measuring every record against agreed rules, tracking how quality changes over time and flagging problems as they appear. Data8 Data Integrity does this natively in Dynamics 365, scoring contacts, accounts and opportunities and keeping a history of every score.
How do you measure data quality in a CRM?
Pick the fields that matter to your business, write a rule for each one and score every record against those rules. Then track the scores over time to see whether quality is improving. In Data8 Data Integrity you build rules without code, in an interface modelled on Advanced Find, and apply them to any field, table, object or view in Dynamics 365.
What are the dimensions of data quality?
The five most commonly used dimensions are:
- Completeness (required fields are filled in)
- Accuracy (values reflect reality)
- Consistency (the same fact matches across records)
- Validity (values follow the expected format)
- Uniqueness (each customer appears once).
Data Integrity can score all five using rules you define for your own fields.
What is the difference between Data Integrity and Duplicare?
Data Integrity measures data quality by scoring records and highlighting issues that need attention.
Duplicare resolves one specific problem: it matches records that don’t share identical details and merges them into one. We recommend using the two together, with Data8 Data Integrity showing how duplicates affect your scores and Duplicare removing them.
How is a record's score calculated in Data Integrity?
Each rule you create adds or removes points, and you can set both positive and negative values. Scores also reflect rep activity, such as calls logged, tasks completed and follow-ups set. They recalculate automatically on new and existing records. Every score is kept historically and is available in Dataverse, so you can report on it in Power BI.
How can I improve CRM data quality and reduce manual checking?
Automate the checking so people only act on what matters. Next best action prompts show users and managers which records to fix inside Dynamics 365. You can also set a score threshold that triggers a workflow, such as archiving a record, alerting a manager or reassigning an account, and build Power BI dashboards and league tables from the scores.
Do I need a developer to set up data quality rules in Dynamics 365?
No. Data Integrity is native to Dynamics 365 and its rules are built without code, so an administrator can create and change them directly. Start with the fields your teams rely on most and add rules as your needs change. Full technical support from Data8 is included.
How much does Data Integrity cost, and can I try it first?
Data Integrity is an annual licence priced on the number of active records in your Dynamics 365 environment. A 14 day free trial is available from Microsoft AppSource or via our Data8 portal with free technical support, or you can book a 30 minute demo with a Data8 data quality expert.
How does Data8, Data Integrity integrate with Dynamics 365?
It connects directly to Dynamics, enabling data quality measurement across any field, table, object, or view in your CRM.