HubSpot data model: understanding how your CRM data is structured
A data model in HubSpot is the blueprint for how your customer and business data is structured, connected and used across the platform.
It defines how information is organised into objects, how individual records relate to each other, which properties store information and how associations connect records together.
A well-designed data model helps your CRM reflect how your business actually works and supports accurate reporting, segmentation, automation and analytics.
Why a good data model matters
The way your CRM data is structured affects how effectively you can use HubSpot.
A clear and consistent data model can help you report on the information that matters, segment customers effectively, build reliable automation and scale your CRM as your business develops.
Report on what matters
A structured data model helps make your reporting more accurate and meaningful because the relationships between different sources of CRM data are clear and reliable.
This provides a stronger foundation for HubSpot's reporting tools and more advanced reporting requirements.
HubSpot guide:
Create reports in HubSpot
Segment customers effectively
Correctly associated records allow you to create more precise segments using information held across your CRM.
For example, contacts can be associated with companies, deals and tickets.
These relationships can then support activities such as:
- Marketing emails
- Automation workflows
- Customer journeys
HubSpot guide:
Associate records in HubSpot
Support automation and workflows
Clean and connected data helps HubSpot understand how different records relate to one another.
This provides a stronger foundation for automation and can help you build more reliable workflows with fewer data-related errors.
HubSpot guide:
Create workflows
Grow without pain
Your data model may need to evolve as your organisation and processes become more complex.
HubSpot properties and custom objects can be used to extend how information is structured, helping your CRM continue to reflect the way your business operates.
This can help HubSpot remain a central source of customer and business information as your requirements grow.
HubSpot guide:
Create custom objects
Key components of the HubSpot data model
There are four important concepts to understand when thinking about your HubSpot data model: objects, records, properties and associations.
Objects
Objects represent the different types of information stored within your CRM.
Examples include:
- Contacts
- Companies
- Deals
- Tickets
- Custom objects
Each object is designed to hold a particular type of business or customer information.
HubSpot guide:
Understand CRM objects
Records
Records are the individual entries stored within an object.
For example, an individual person would have a contact record, while a specific sales opportunity would have a deal record.
HubSpot guide:
Understand CRM records
Properties
Properties are the fields used to store information about a record.
Examples could include:
- Email address
- Lifecycle stage
- Deal amount
Properties determine what information can be captured and stored against your CRM records.
HubSpot guide:
Create and edit properties
Associations
Associations are the connections between records.
They define how different pieces of information within your CRM relate to one another.
For example, a contact might be associated with:
- The company they work for
- A deal they are involved with
- A support ticket relating to their account
These relationships help create a connected view of your customer and business data.
HubSpot guide:
Associate records
Viewing your CRM data model
HubSpot provides tools for viewing how your CRM objects and their relationships are structured.
This can help you understand how your existing data is organised and how different parts of your CRM connect.
HubSpot guide:
View a model of your CRM object and activity relationships
Using the Data Model Builder
HubSpot's Data Model Builder can be used to view and extend your data model, including objects, properties and associations.
HubSpot guide:
Use the Data Model Builder
What to remember
Your HubSpot data model provides the foundation for how information is organised and connected throughout your CRM.
Understanding objects, records, properties and associations will help you understand how HubSpot stores your data and why good CRM structure is important for reporting, segmentation and automation.
As your organisation's requirements develop, your data model can also evolve to support more complex processes and relationships.