Actioning

How to safely take actions based on Kernel's digital twin

Cleaning actions

Kernel combines the Account risk and comprehensive data analysis of each account to produce exactly one cleaning action per account:

1. Delete

2. Update

3. Merge

4. Associate

5. None

1

Delete

The purpose of the Delete action is to remove dead and dormant accounts from your CRM. This removes irrelevant accounts and saves on enrichment tools.

The Account risk protections ensure that only non-sensitive accounts are deleted.

2

Update

Accounts with an Update action have one or more master data fields to update. This includes everything from small name and URL changes to more fundamental inconsistencies in the master data, e.g., the company's name is not consistent with its website. This is often an outcome of company rebrands and M&A activity.

3

Merge

If an account has a Merge action, it has been identified as a duplicate (see Duplicate types), and Kernel has identified a primary record that it should be merged into.

4

Associate

If an account has an Associate action, it has an unlinked Parent in the CRM. Kernel recommends updating the native Parent Account field in the CRM to ensure it's correctly linked.

If the parent is not in the CRM, the action will be called Associate (missing parent). Kernel will create these missing accounts in your CRM, link the associated records, and change the cleaning action to None.

It is recommended to proceed with the actions in the order outlined above.