Trust Score

What is inside a Trust Score

A Trust Score is a single number from 0 to 100 that tells you how much of a contact's data holds up when it is checked. Here are the twelve checks behind it, and how to read the score to know which contacts in your CRM you can actually trust.

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100 contacts · 5 minutes

The twelve checks behind a Trust Score

Every contact goes through the same checks when you run it. The Trust Score from 0 to 100 is the summary of what passed, so the number is never a black box.

Your CRM basics

Is the record complete?

  • A full name is present.
  • An organisation is present.
  • A job title is present.

Identity

Is this a real, matched person?

  • A LinkedIn profile is matched to the person, either from your own file or discovered at 60 percent confidence or higher.
  • The profile carries a substantive work history rather than a bare page.

Currency

Is what you know still true today?

  • The current employer is confirmed against the live profile on the day you upload.
  • The job title is confirmed against that current employer.
  • A likely role or organisation change is flagged for follow-up, with the previous organisation and title attached.

Reachability

Can you actually reach them?

  • A work email is present.
  • That work email is confirmed deliverable at the mail server.
  • The email is checked for being a disposable or throwaway address.
  • A phone number is present, and checked against the live network for reachability when phone verification is switched on.

Twelve checks, four groups. Some, like a disposable email or a missing phone, are surfaced as their own flag rather than added to the number, so you see the reason as well as the score.

From checks to a score you can sort on

The point of a single number is that you can sort on it. Score your contacts, order them by Trust Score, and the records where the most checks passed rise to the top. That is how you tell, at a glance, which contacts in your CRM are worth your team's time today.

A low score is never a dead end, because it carries its reason. An unconfirmed email, a likely job change, a missing phone. You fix the reason, or you leave the contact where it belongs, and either way you are acting on evidence rather than a hunch.

The four Verified Readiness tiers

Alongside the number, every contact gets a plain readiness tier that says which channels can safely act on it, based on the fields it has.

Fully Verified

A deliverable work email, first name, organisation, verified LinkedIn, and phone are all present.

Email, LinkedIn and voice can all act on it.

Mostly Verified

A deliverable work email, first name, and verified LinkedIn are present.

Email and LinkedIn outreach can act on it.

Partially Verified

A work email and first name are present.

Email sequences only.

Not Verified

The email or first name is missing.

Needs manual research before any outreach.

See what each tier unlocks, channel by channel →

A person confirms every close call

The checks are automated, but the judgement is not handed over. Likely role and organisation changes, suggested LinkedIn matches, and duplicate pairs are all presented for your team to confirm or reject before they land in your results.

The 0 to 100 Trust Score is the summary of the checks. Nothing changes without you.

Trust Score, common questions

What is a Trust Score?
A Trust Score is a single number from 0 to 100 that summarises the checks Datuma runs on a contact. It measures how much of the data holds up, from whether the record is complete, to whether the person is a real match, to whether the employer is still current and the email will land. A high score means more of the checks passed. It is not a guess about whether someone will buy.
Which contacts can I trust in my CRM?
Score them, then sort by the Trust Score. The higher the score, the more of the data has been confirmed, so the safer the contact is to act on. Contacts that score low carry a reason, such as an unconfirmed email or a likely job change, so you know what to fix rather than guessing which records to trust.
What is the difference between a Trust Score and Verified Readiness?
The Trust Score from 0 to 100 measures overall data quality across the twelve checks. Verified Readiness is a four-tier label, from Fully Verified to Not Verified, that tells you which channels can safely act on a contact based on the specific fields present. A contact can score well on completeness yet still not be Fully Verified if, for example, its work email came back risky at the mail server.
Does a person check the score?
Datuma proposes and a person confirms every close call. Likely role or organisation changes, suggested LinkedIn matches, and duplicate pairs are all presented for your team to confirm or reject before they land in your results. The score is the summary of the checks, and nothing changes without you.

See a Trust Score on every one of your contacts

Upload a spreadsheet and get every contact scored from 0 to 100, with a Verified Readiness tier and the reasons behind the number. Your first 100 contacts are free.

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100 contacts · 5 minutes