Use Entity Hub

Entity Hub is the shared catalogue of the business things your analysis refers to: products, brands, retailers, customers, competitors, markets, and related records.

Why Entity Hub matters#

Different sources may spell or identify the same entity differently. Entity Hub gives those records a consistent identity so analysis can combine them safely.

Use it when a report contains duplicate brands, an unfamiliar retailer name, a missing product attribute, or a classification that looks wrong.

Find a record#

Open Data, then Entity Hub. Choose an entity type and search or filter the list. Open a record to see its attributes and the evidence that contributed to it.

Before changing anything, confirm whether two similar names are genuine duplicates or distinct commercial entities.

Review proposed changes#

Initial setup, agent-authored changes, and duplicate governance can propose additions, attribute updates, or merges for review. Routine import matching runs automatically after file confirmation and does not add a review item.

All members can inspect what would change and why. Applying, rejecting, or merging shared records requires workspace administrator permission because it can affect analysis across the workspace.

When reviewing, check:

• The source that proposed the change.
• The old and new values.
• Other records that would be affected.
• Whether the change is valid for the whole workspace, not only one report.

Resolve duplicates carefully#

A merge makes one record the continuing identity and combines references from the duplicate. Choose the survivor that uses the canonical business name and strongest identifiers.

Do not merge records solely because their names are similar. Pack variants, banners, parent companies, and local market entities may need to remain separate.

Use commercial calendars#

Entity Hub also holds shared retailer and fiscal calendars used to interpret reporting periods. Members can view them; changing their definitions requires workspace administrator permission.

The shared Calendar in the main navigation is for events and reminders. Entity Hub calendars define business periods such as a retailer's 4-4-5 year.

Ask the Entity Hub Agent#

Workspace administrators can choose Agent to open a conversation alongside Entity Hub. Ask about the selected records or request a batch change. Progress and clarifications stay in the panel. Choose Review changes when proposals are ready, then inspect them before applying. Use Work for commercial analysis and reports.