The Demise of Duplicate Data Webinar (Part 2)

Copyright Symphonic Source, Inc. 2013

The Demise of Duplicate Data: Two-Part Webinar Series

Webinar 1 – Identify your problem areas and understand process implications before you dedupe (Recording Available)

Webinar 2 – Implement dupe clean-up & dupe prevention

Copyright Symphonic Source 2013


WEBINAR #2 AGENDA

• What is the cost of duplicate data?

• Understand the source of your duplicate data

• Protect your Salesforce org from user-generated dupes

• Best practice tips when merging & converting dupes

• Have a plan for on-going dupe maintenance

Reminder: What Clean Data Looks Like


Data model needs to

support reliable reporting on:

Inquiries/Touches

Unique People

Unique Companies

Webform

Webinar Registration

Trial Signup

Tradeshow List Import

Webinar Attended

Webform

John Smith

Jane Doe

Bob Johnson

Acme, Inc.

... From 1 Company...

... From 3 People...

6 Inquiries...


• Opportunity Cost/User frustration - $1M in quota is worth $500/hr.

• Reporting Accuracy - Errors in data

• Customer Churn - Poor customer experience

• License Fees - SF Data Limits ($1,500/500mb), Marketing Automation, eMail services, direct mail

• Lead Purchase Credit

• DNC/Email Opt out violations

• Channel/Partner friction (possible)

• No single source of truth for users

Duplicate Data Isn’t Just Annoying

• Dupe Clean-up: Allow dupes to be created, then clean-up later

• Dupe Prevention: Append existing records without creating dupe.

Bob SmithAcme Inc.

[email protected](206) 555-5555

List Import CampaignWebform Campaign

Dupe Clean-up vs. Dupe Prevention


Robert SmithAcme Corp


Lead Source: Webform

Webform/List Import

Robert SmithAcme [email protected](206) 555-5555

Cost of Dupe Clean-up vs. Dupe Prevention


Do Nothing Clean Prevent

$100

$10 $1

Source: Sirius Decisions

“A strong organization will realize nearly 70 percent more revenue than an average organization purely based on data quality"

Understand Your Points of Entry


SFDC

Manual Entry in UI

List Import Webforms

Integration• Single

Record or Bulk Insert?

Marketing Automation

Data.com

Event Mgt

AppEx.

Quick Create

Create New

Sync

Tips to Minimize Manual Duplicates

Quick Create – Consider removing from the home page.

Clone – Consider removing from page layout.

Search – Uncheck Options from Search Page and use “Search All”

Find Duplicates – Train on this option from the Lead record

Attach to Existing – Train on using this during Lead Conversion

User Profile – Consider who needs to create Leads & Contacts

...... free apps on AppExchange help address manual entry


Tips to Minimize Imported Duplicates

• Lists – Clean lists before import; use a tool like Cloudingo that matches email.

• Single-record insert integrations– Determine the “winning” records or fields before create.

• Bulk-record insert integrations - Determine database of record & methodologies; communicate to users

• Webforms – Use Cloudingo or similar to protect lead creation.

• Migration ID – Always assign a migration ID so that you can track the original data sources

• Free apps on AppExchange help address manual and web-form entry


Tips to Minimize Webform Dupes


• Use Cloudingo or DupeCatcher between your website and Salesforce org to prevent dupe creation from your website/multiple webforms

• Use Campaigns for multiple touches, source/influence info.

John Smith

John SmithJohn Smith

Webform

WebinarReg

Webform

WebinarReg

Jane Doe

Jane DoeJane Doe

Trial Signup

Tradeshow

Trial Signup

Tradeshow

Acme, Inc.

DupeCatcher – Prevent at UI Source

Free, one- click install on the AppExchange

or visit www.DupeCatcher.com


DupeCatcher Benefits:

• Identify and block or merge duplicate contacts, leads, and accounts as they’re added in REAL time.

• Retain control of the dedupe process without fear of data loss.

• Maintain established data quality standards with a clean database.

• Instantly override a blocked record and create the duplicate when needed (Enterprise Edition and higher only).

• Use standard and/or custom Salesforce fields to identify duplicate records.

https://appexchange.salesforce.com/listingDetail?listingId=a0N30000003IYLlEAO

http://www.dupecatcher.com/

A Better Way to Manage Your Data• Works with salesforce.com Professional,

Enterprise and Unlimited Editions• Dedupe an import file and only create

new, unique records• Sniff out duplicate records in seconds• Merge & Convert duplicate records (by

the hundreds)• Automatically consolidate notes, cases,

attachments, activities, opportunities, etc. while merging

• Easily create filters and put Cloudingo to work

• Slick drag-and-drop UI• In-Line Edit multiple records at one time• Audit Trails


Problem: Dupes Gone Wild


Have a deduping plan with:• Methodology

• Determined frequency

• Desired outcomes

• Feedback

Solution: Project Bleach


Methodology:

• Automation vs. human intervention

• Not all dupes can be identified by a tool

Frequency:

• Base your clean up frequency on what makes sense for the size of your database e.g. 100k records vs 10mm records

• desired outcomes

Feedback:

• Your users are your best (and worst!) critics

Matching Criteria to Consider


• Look beyond Email Address• Utilize “Fuzzy” Matching Logic– Robert vs. Rob vs. Bob– Acme, Inc. vs. Acme Corp vs. Acme– 987 N 1st St vs. 987 North First Street– (212) 555-1212 vs. +1.212.555.1212

Bob SmithAcme Inc.

[email protected]+1.212.555.1212

Robert SmithAcme Corp


Webform/List Import

Robert SmithAcme [email protected](212) 555-1212

Use Multiple Matching Steps


• Start with very strict match criteria on multiple fields.

• Layer additional steps with progressively looser match criteria.

• Be aware of matching criteria that is too “loose” that may result being merged that shouldn’t be.– Determine threshold for automated

merge or manual review.


Today’s Takeaways• Evaluate frequency for dupe clean-up based on size,

prevention methods, etc.

• Identify the best set of tools based on your needs:

• Should include “Fuzzy” Matching

• Understand Clean-up vs. Prevention Tools

• Get User Feedback.

• Remember: It’s not easy...

Questions and Answers

Q: Where do you recommend storing the lead sources (or "touch points") for each merged lead?A: The easiest, and perhaps best way is to make lead source a mutli-pick list and combine the various values from your duplicate records into that one field.

Q: Can text fields be concatinated?A: This would need to be done in the CSV file first before importing. Rick - I export the data and concatenate then import using the record ID and a hidden field but some tools allow you to concatenate TEXT fields in the tool.

Product Questions:Q: Does Cloudingo work with Opportunity record, custom objects, etc.? Or only accounts, contacts, leads?A: Cloudingo dedupes the standard objects: Lead, Contacts, Accounts, and Person Accounts. Opportunities attached to Accounts are preserved and combined into the final deduped account record. Cloudingo does not currently support dedupe of custom objects (other than preserving them when merging standard objects), but development is underway for dedupe on custom objects.

Q: When merging accounts with Cloudingo, is the Chatter feed on the accounts retained?A: Currently the only chatter feed that gets preserved is that of the selected master record due to a limitation of Salesforce. We are looking at some options to overcome this limitation, but we are not there yet.



Product Questions continued:

Q: We use DupeBlocker. How is Cloudingo different from that product? Does it have any advantages over DupeBlocker? ThanksA: The two products are different and work on different sets of data. Dupe Blocker, like DupeCatcher, blocks new incoming duplicates but is a free product. Cloudingo cleanses your existing database and supports dedupe of an import file.

Q: How would Cloudingo work if you have two departments that have company names the same but are used for different reasons? I am not sure how we can avoid deletion.A: Cloudingo allows you to define exceptions that are not to be merged or to create fitler settings that only look at a subset of data.

Q: What is the impact against API limits when refreshing the Cloudingo dashboard. I love the dashboard, but would like to advise if there are API implications if there are lots of scenarios on the dashboard.A: Refreshing the dashboard has a minimal impact on API limits. Merging records has a larger impact, but Cloudingo also includes the ability to control and limit that impact.

Q: When I do an automated merge through Cloudingo is there a limit on to how many records can be merged at one time? A: No. No limits at all.



Product Questions Continued:

Q: I have tons of duplicates because I had someone add leads to campaigns without Lead ID number and they duplicated each time. There is a way to merge all those duplicates without having to manually merge them?A: Cloudingo allows you to define the matching rules and then automatically merge them, but as a rule of thumb, it’s always a good idea to look at records before you merge them.

Q: Does Cloudingo match partial first and last name? Or match full first and last name?A: Yes, Cloudingo includes a full range of fuzzy matching algorithms.

Q: Are there nonprofit pricing options for Cloudingo?A: Yes- have pricing options for nonprofit organizations.

Q: What if your organization does not use leads, we just use contacts - will these products still be helpful?A: Yes. You can dedupe against Contacts and Accounts; leads tend to be where dupes go wild which is why we concentrate on this area.

Q: What is the dupe prevention/append process dependent upon? Email? Name/Company?A: There are lots of different ways to find these sorts of matches using different fields and different matching styles within Cloudingo.



Thanks for joining us!

www.cloudingo.com


The Demise of Duplicate Data Webinar (Part 2)

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Transcript of The Demise of Duplicate Data Webinar (Part 2)