Maintaining accurate data is one of the most important tasks and biggest data quality issues that sales and marketing face when managing thousands of different data sources. This process involves data deduplication, de-duping or just data cleaning. Data deduping makes sure that only one unique contact or company record is retained in your Salesforce so that there is no repetitive information. This way it saves you time, money and embarrassment of calling the same company twice.

The reason you may have duplicate records range from human error, data import tools not being able to identify duplicate records, bugs, or integrations with websites, partners, and other applications without again duplicate identification. However in order to data dedupe properly, you must use a methodical approach towards identifying which data to keep and which data to get rid of. During the deduping process, StrategicDB will analyze your data to identify and compare data with one another to see if there is a match between two rows of data. This means establishing business rules to identify duplicates which could include looking at data such as e-mails, company names, client information, addresses, phone numbers as well as using many different combinations. If you don’t dedupe customer mailings, for example, this can be harmful to your business as sending out duplicate mailings to your customers can make you look unprofessional as a business, as well as be bothersome to your client. StrategicDB helps not only identify duplicates but also provide confidence levels for those duplicates so you can do a manual check to see if in fact it is a duplicate before making changes in your live instance of your Salesforce.

After duplicates are found, the next process is identifying which records in your duplicate group should be merged or kept. In other words which record is the surviving record and which one will ultimately be deleted. To establish which piece of data should be deleted, StrategicDB establishes rules for the master/merge. Business rules such as the “last date created” or “what percentage of the data is complete for that record”, as well as if the record is a client or prospect and so on.

Once records are reviewed you can then merge accounts, contacts and leads so that you are left with a unique accounts and contacts that you can now market or sell to. If you need your Salesforce’s de-duped, we are happy to help!

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