INBOUND 2025 has been packed with exciting announcements. “Unified” is music to my ears. But possibly the most exciting reveal of all is the new features in Data Hub. After all, the most powerful revenue operations automation in the world is powerless without sufficiently clean and accessible data.
HubSpot's Operations Hub was originally introduced to combat the common issues businesses face as they grow: disconnected systems, siloed data, and plummeting efficiency. It offered a cohesive set of tools to link applications, clean and organize customer data, and automate business processes on a single platform.
The hub previously included five main features:
Although Operations Hub served as a critical tool for RevOps professionals—connecting systems, managing data, and automating complex tasks—some users found its technical nature challenging.
This is the key reason behind the evolution of Operations Hub into Data Hub. It maintains the same robust capabilities, but with a new suite of features designed to be more intuitive and accessible to a wider audience—no advanced technical degree required.
Introducing the All-New Data Hub
Data Hub is a comprehensive evolution, incorporating both familiar and brand-new functionalities. We'll highlight the latest additions, but it's important to note that the following features are all part of the new Data Hub:
Data Hub also contains many additional secondary features.
Data Studio
Datasets are a legacy power feature in Operations Hub for creating calculated fields and custom reports. Data Hub introduces a complete reimagining of this tool with the launch of Data Studio.
Datasets previously allowed users to pull data from various sources within HubSpot and apply formulas to generate new data points, such as annual recurring revenue or commission tiers. This capability was crucial for building custom reports and streamlining the reporting process.
Data Studio takes this functionality to the next level. This new feature leverages AI to automatically transform disconnected data from multiple sources into organized, actionable datasets, all within an intuitive interface.
By making advanced data blending and transformation more accessible, Data Studio empowers non-technical users to combine data from across their entire tech stack. This creates a single source of truth that seamlessly feeds into HubSpot’s Smart CRM, powering smarter segmentation, reports, and workflows.
HubSpot developed Data Studio to solve a major problem for marketing and sales teams: the constant struggle with disconnected data. Previously, valuable customer information was trapped in separate systems, requiring time-consuming manual exports, cleaning, and imports. This not only created data silos but also prevented teams from having a complete view of their customers.
This technical barrier often meant that marketers and salespeople had to rely on technical specialists to access and combine data, leading to delays and missed opportunities. Hours were lost each week to the tedious process of copying information between spreadsheets and HubSpot, pulling valuable resources away from strategic, high-impact work.
Data Studio changes this by making data management accessible to everyone. Unlike traditional technical tools that demand coding knowledge and developer support, Data Studio offers a simple, spreadsheet-like interface. This empowers marketing and sales teams to work with complex data without ever writing a line of code.
As a native tool within the HubSpot platform, Data Studio also provides an advantage over most data tools that exist outside the core marketing and sales ecosystem. Its deep integration allows for one-click data activation, ensuring that a unified source of truth is always available and actionable across the entire HubSpot platform.
Data Studio is engineered to directly solve four of the most pressing data-related challenges businesses face today:
Data Studio is a powerful tool that helps businesses achieve a single, unified view of their customer data. It empowers teams to:
In essence, Data Studio makes the unified data vision a reality. It transforms fragmented data into clean, enriched datasets using a familiar interface. By seamlessly integrating these datasets into HubSpot's Smart CRM, segments, reports, and workflows, Data Studio makes unified data actionable, empowering teams and their AI to work with complete and accurate customer information.
The launch of Data Studio marks a significant shift from the way companies have managed data until now.
Previously, teams were locked in a cycle of manual, disconnected data work. Data was scattered across different systems, requiring constant exports, cleaning, and imports. This led to wasted hours and meant that crucial customer insights were trapped in silos. AI tools, like Breeze, could only operate on the limited data available, resulting in incomplete context and suboptimal performance. Personalization was a challenge because marketers and salespeople lacked a complete, unified view of the customer.
Now, Data Studio provides a fundamental change. It connects directly to spreadsheets, apps, and warehouses, automating data flow and ensuring information is always up to date. With Data Studio, customers can:
Enhanced Data Quality
HubSpot's new Data Quality features are designed to proactively monitor and maintain the health of your customer data. The data quality overview continuously scans your databases to identify and automatically resolve common issues, such as duplicate records, formatting errors, and outdated information. It also enriches customer profiles by automatically pulling missing details from conversations and external sources, ensuring every record is as complete as possible.
Previously, companies often found themselves in a reactive cycle of data management. Teams spent countless hours manually cleaning data, but without a way to prevent future issues, this work was a temporary fix at best. Data problems were typically discovered only after they had already caused damage—impacting marketing campaigns, corrupting reports, or leading to embarrassing customer interactions.
This constant, manual cleanup became an endless and inefficient process, pulling valuable time and resources away from strategic, revenue-generating activities. Without robust, native data quality tools, businesses were left to discover problems after they had already caused harm, compounding the issue and creating an ongoing struggle for data integrity.
Unlike simple cleanup tools that fix problems after the fact, HubSpot's enhanced Data Quality provides a proactive solution. It prevents issues before they can cause damage by continuously monitoring your databases and automatically applying fixes to common problems, all without the need for manual intervention.
While many enterprise-grade data tools are complex and require dedicated technical teams, Data Quality delivers powerful capabilities through a simple and intuitive interface. This makes advanced data management accessible to everyone, not just data specialists.
HubSpot's Data Quality features are designed to address three persistent challenges businesses face with their data:
HubSpot's Data Quality features enable businesses to:
Ultimately, the Data Quality features within Data Hub ensure a single source of truth by automatically monitoring the Smart CRM and resolving common issues that emerge from integrating different systems. This protects the integrity of your unified customer records, giving all teams the accurate, up-to-date information they need to succeed.
The way businesses manage data has changed with the launch of the enhanced Data Quality features.
Legacy: Data maintenance was a reactive and inefficient process. Teams were forced to spend countless hours manually cleaning data, with no way to prevent future problems. Issues often went unnoticed until they had already compromised campaigns or customer interactions. Basic tools were limited to finding only the most obvious duplicates, missing subtle issues that would later cause significant damage, and making manual cleanup an endless, time-consuming cycle.
Post-INBOUND: Data Quality will shift the focus to proactive prevention. The system continuously monitors entire databases, alerting teams to issues before they can impact business operations. This allows customers to:
HubSpot’s move to Data Hub makes clean, connected customer data the new default so every team (and your AI) can act from a single, always-live source of truth.
With Data Studio blending data from sheets, apps, and warehouses in a spreadsheet-simple, code-free interface—and enhanced Data Quality proactively fixing dupes, formatting, and gaps—you can finally retire the export-clean-import grind. Add warehouse integrations, reverse extract, transform, load (ETL), live spreadsheet integration, programmable automation, and duplicate management, and you get governed data that activates instantly in lists, reports, and workflows—powering sharper segmentation, trusted reporting, and AI you can actually rely on.