The full picture

Every contact gets a score from 0 to 100 based on 7 weighted signals. The score tells you how complete and reliable that contact's data is. Not a black box, not a guess. You see exactly why a contact scored 73.

80+ = reliable data, act with confidence. 50-79 = usable but has gaps. Below 50 = verify before acting.

Four tiers based on which verified data fields are present. Plus an AI Blockers field that tells you exactly what's missing. Fix those fields and the contact moves up a tier.

AI Blockers: 'Missing LinkedIn, Missing Phone.' Fix those two fields and this contact moves from Basic Ready to Fully AI Ready.

Before a single enrichment credit is spent, five layers catch problems. Every layer runs at £0.00.

1. Within-batch deduplication: same person uploaded twice in one file.
2. Cross-batch deduplication: same person uploaded in a previous batch.
3. Account protection: contacts at known customer, competitor, or partner domains.
4. Contact identity: persistent memory of every contact ever processed.
5. Cached results: previously enriched contacts reuse existing data at £0.00.

Duplicates cost $1 to catch at entry, $10 to fix once embedded in your CRM, and $100+ (USD) when they cause territory conflicts and broken forecasts (SiriusDecisions). Every layer runs at £0.00. We catch them at the $1 stage.

Upload a protection list and Datuma separates contacts at those domains on every future batch, automatically. Protected contacts still get full enrichment, but they're delivered in a separate file for account management, not cold outreach.

Customer domains, competitor domains, active deal domains, partner domains. Set it once. Never worry about friendly fire again.

A 5-signal weighted model compares your CRM data against current LinkedIn profiles to detect when contacts change organisations.

When the weighted similarity drops below 40%, the system flags a job change. Previous organisation and title are preserved. Follow the relationship to their new role.

A past customer at their old organisation could be your champion at the new one.

Every batch returns a 55-column enriched file. Trust Score, AI Automation Level, AI Blockers, New Job Detection results, deduplication status, protection status, LinkedIn profile data, and the original fields you uploaded, all in one file.

Import guides included for HubSpot and Salesforce. The file maps directly to standard CRM fields.

Every contact processed through Datuma is remembered. Upload the same person six months later and the system recognises them. Cached results are reused at £0.00 within the 90-day window, and the contact is flagged as returning outside it.

This means your second batch is cheaper than your first. Your tenth batch is cheaper still. Previously verified contacts skip enrichment entirely.

No enrichment tool remembers your contacts across batches. Most treat every upload as if they've never seen your data before.

Manual contact research takes an average of 12 minutes per contact (Gartner). At UK National Living Wage (£12.21/hr), 100 contacts costs £244.20 in staff time alone. Datuma processes the same 100 contacts for £4.00 in under 3 minutes.

Enrichment tools give you more data. Datuma tells you which data you can trust. If you already use ZoomInfo, Apollo, Cognism, or similar, Datuma works alongside them, not instead of them.

Enrichment tools score confidence (their own data grading itself), intent (likelihood to buy), or buying stage (enterprise only). Datuma scores integrity: is this person real, are they still at that organisation, can your team act on this data today?

SiriusDecisions research shows duplicates compound in cost: $1 to catch at entry, $10 once embedded in your CRM, $100+ (USD) when they cause territory conflicts and forecast errors. Most enrichment tools charge you for the duplicate lookup. Datuma catches them before a credit is spent.

"An 'A+' Lead with 'High Intent' is worth £0 if the person no longer works there."