Common Data Discrepancies

At Reo, we work hard to keep our data accurate and reliable. 95% of Reo's data is accurate. That said, because our platform pulls together data from multiple sources, there may occasionally be data discrepancies. It's important to note that many of these discrepancies are outside Reo’s direct control. They are often dependent on external factors such as when a user updates their LinkedIn profile after a job change, throttling limits faced by our data partners, the accuracy of third party enrichment providers, and more.

This document explains the most common scenarios where data issues can occur, why they happen, and what you can do about them.

Developer Data Mismatch

• A developer has switched jobs, but Reo still shows their older company. Or the developer's current company in Reo doesn't match their actual current company

When a developer changes jobs, there's often a gap of weeks or even months before they update their LinkedIn profile. During that period, Reo will still show their old company because that is the information available from the source.

Reo refreshes LinkedIn-sourced profile data every 90 days. So if the developer recently switched jobs, but hasn’t updated their LinkedIn profile yet or if our enrichment partner has not updated the profile - Reo will still show the old company. The updated company will only appear once their public profile has been updated and our enrichment partner has updated it. In that case, Reo’s next refresh cycle picks up that change.

We currently refresh profile data every 3 months because, based on our observations over the years, job changes within our intended persona typically remain at 2% or less in a 3-month period.

That said, there can be exceptions. This number may be higher for specific organizations during periods of aggressive hiring, restructuring, or layoffs.

Reo also runs a business email refresh pipeline every 3 months. When a developer is identified as having potentially changed jobs, the profile is sent back through the enrichment pipeline and the developer’s business email is proactively refreshed where available. As part of this release, account profiles now include tags that indicate a developer’s job-change status:

• No tag The developer is still associated with the same company, and their business email matches that company.

• Left company The developer has moved to a different company, and Reo has identified both their new company and updated business email.

• Newly joined The developer joined the company within the last month.

• Possible job change There is conflicting information across data vendors about the developer’s current company, so the job-change status is ambiguous. For profiles marked as Possible job change, users can manually trigger reverification from the inline option in the UI. After reverification:

• If the developer is confirmed to still be at the same company, the tag is removed.

• If the developer is confirmed to have moved, the tag is updated to Left company.

• If the data remains ambiguous, the Possible job change tag stays in place and the user can flag it as an issue.

• The developer's job title in Reo doesn't reflect their actual role

Job titles in Reo are sourced from LinkedIn and refreshed every 90 days. Since LinkedIn titles are user-maintained, they depend on when the developer chooses to update their profile. This means there can often be a delay between a real-world role change and the title reflected in Reo. We might show an older job title if the developer has changed roles, been promoted, or moved into a new function, but their LinkedIn profile has not been updated yet.

For example, if a developer was promoted from Senior Engineer to Engineering Manager three months ago but has not updated their LinkedIn profile yet, Reo may continue to show their previous title until the updated profile information becomes available and is picked up in the next refresh cycle.

• A developers LinkedIn URL returns a 404

LinkedIn profile URLs can change for a few reasons. A developer may update their public profile URL, change their LinkedIn vanity URL, deactivate their account, or delete their profile in which case the URL returns a 404. This happens for less than 0.01% of cases.

Reo refreshes LinkedIn-sourced profile data every 90 days. So if a developer updates their LinkedIn URL after our last sync, the old URL may continue to appear in Reo until the next refresh cycle picks up the updated profile information.

Please flag the record, and we’ll review and update the LinkedIn URL where possible.

Company Data Mismatch

• A company was acquired or rebranded, but the old name still appears

Reo will show the previous company name if the acquisition, merger, or rebrand has not yet been reflected in the company’s public LinkedIn data or picked up in Reo’s latest refresh. This happens for <0.05% cases.

Reo does not directly maintain merger, acquisition, or rebrand status for companies. Instead, company names are mapped using publicly available and third-party data sources, including LinkedIn. When a company is acquired or rebrands, there can be a delay before the company updates its LinkedIn page or public profile information.

Reo refreshes LinkedIn-sourced company data every 90 days. So if the company name was updated after our last sync, the older name may continue to appear in Reo until the next refresh cycle captures the change.

Please flag the account with the correct company name and LinkedIn URL and we'll update it accordingly.

• A company’s HQ location appears inaccurate

Reo may show a different HQ location if the company is mapped to a specific regional domain or LinkedIn page rather than the global headquarters.

HQ location in Reo is pulled from LinkedIn-sourced company data and refreshed every 90 days. The location shown is based on the specific company domain or LinkedIn page matched to that account. For companies with multiple regional entities, subsidiaries, or country-specific LinkedIn pages, the location in Reo may reflect the matched regional entity instead of the company’s global HQ.

For example, if a company has a global headquarters in the US but also has a separate India entity with its own domain or LinkedIn page, Reo may show the India location if that is the entity matched to the account.

If you notice this, please flag the account with the correct HQ location. Our team will review it and update the record where needed.

• A Company’s Employee Headcount is outdated

Employee headcount in Reo is sourced from LinkedIn-sourced company data and refreshed every 90 days. LinkedIn typically calculates employee headcount based on the number of people who have listed that organisation as their current company on their LinkedIn profiles.

Because of this, the headcount may not always reflect the company’s actual employee count in several scenarios:

• If a company is hiring quickly but new employees have not updated their LinkedIn profiles yet

• Similarly, if a company has recently gone through layoffs or restructuring, the change may take time to reflect

• Headcount may also be less accurate for companies with a large offline, field, blue-collar, operator, technician, or ground-force workforce, since not every employee may have an active or updated LinkedIn profile

If you notice this, please flag the account with the correct employee headcount. Our team will review it and update the record where applicable.

• A company’s industry classification looks incorrect

Industry classification in Reo is sourced from LinkedIn-sourced company data. On LinkedIn, companies choose their own industry label, which means the category may not always reflect the company’s actual business model, primary market, or the way your team thinks about that account.

For example, a company that sells developer infrastructure software may classify itself broadly as “Software Development” on LinkedIn, even though your team may consider it part of “DevTools,” “Cloud Infrastructure,” or “Data Infrastructure.”

In some cases, the classification may also be outdated if the company has evolved, repositioned, expanded into a new market, or changed its LinkedIn category after Reo’s last data refresh.

If the classification looks inaccurate, please flag the account with the correct industry classification. Our team will review it and update the record where applicable.

Visitor Identification and Enrichment

• Low de-anonymization rates or false matches

Reo's de-anonymization is built on a combination of partner data networks, probabilistic matching and technologies such as fingerprinting. These partners claim ~85% accuracy, and we have built additional improvements at our end to take it up to 95%. While Reo applies additional checks and improvements to improve this match quality, there may still be edge cases where a visitor is not identified or is matched incorrectly. For instance - If a visitor is using a device belonging to someone else, there might be a device ID collision.

A few things worth noting: Developers may not always be comfortable being contacted immediately based on tracked activity, and in some cases, they may deny or not remember the visit — especially if the outreach feels too direct.

Recommended approach: Use de-anonymized activity to understand account intent, prioritize accounts, and shape relevant outreach. Instead of immediately saying “we saw you visited our website,” use a more developer-friendly motion - such as sharing useful technical content, inviting them to a relevant webinar or workshop, offering a benchmark/report, or routing the signal to the account owner for a softer account-level follow-up.

If you notice a match that looks incorrect, please flag the record. Our team will review it and update the match where applicable.

• An email address is incorrect or bounces

Email addresses in Reo are sourced through third-party enrichment providers. Reo may show an outdated, incorrect, or non-work email if the enrichment provider returns an email that is no longer active - like if the person has recently changed jobs and their previous work email has been deactivated.

There may also be cases where the enrichment provider returns a personal email address, such as a Gmail address, instead of a verified work email. While this can happen depending on the data available from the provider, Reo is actively working on strengthening email validation within the enrichment pipeline to improve email quality and reduce bounce rates.

If you notice an incorrect or bounced email, please flag the record. Our team will review it and update the email where applicable.