# Account analysis

Kernel identifies and fixes accounts with incoherent identities (e.g., company name is Pepsi, but the website is fritolay.com), resolving the dilemma by identifying how a rep would see the account.

Kernel uses the following data to make its recommendation:

* Related opportunity names
* Related contact domains
* Alternative websites
* Account/billing emails
* Account notes
* Existing LinkedIn
* Legal name
* Crawling the website of the current URL

### Kernel recommends determining an account’s identity based on how a rep would see the account

When data vendors use the Website listed in this CRM, a common error occurs: they enrich the account with incorrect data compared to what the representative would consider accurate.

<figure><img src="https://1215786129-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FvRYB7XIKCnmUi9oCEQGV%2Fuploads%2FUDb2AWHcNZZUSgTBLQ6i%2Fimage.png?alt=media&#x26;token=3b1883d8-061c-4dfd-b71f-a1413059a379" alt=""><figcaption></figcaption></figure>

### Account identity analysis

The output of the account identity analysis is the following data:

| Data                         | Definition                                                                   |
| ---------------------------- | ---------------------------------------------------------------------------- |
| Suggested name               | Suggested name of the account                                                |
| Suggested website            | Suggested website of the account                                             |
| Account identity - Reasoning | Short paragraph summarizing the analysis and the reasoning behind the choice |

<figure><img src="https://1215786129-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FvRYB7XIKCnmUi9oCEQGV%2Fuploads%2FqCEtUJopJlSbWBeXadRa%2Fimage.png?alt=media&#x26;token=a6078d45-569b-4dda-be38-c0c43e7ca5d4" alt=""><figcaption></figcaption></figure>