Deduplication or deduping is a handy feature in Marketing Automation platforms. Duplicate data hinders your single customer view and is also a waste of revenue and marketing opportunities. Here, we will look at how Marketo handles duplicate data, why you should remove them, and how you can hunt these records and prevent their entry into your system.
Deduplication in Marketo
In Marketo, duplicate data is automatically deleted based on email addresses. However, this feature only works whenever new leads are imported from a list, form submission, or directly created through API in the database.
Therefore, creating leads using any of these methods is the safest option to avoid duplicate data. Following are some conditions to Marketo’s deduplication approach:
- CRM records will never be deduplicated.
- Make sure you clean up your database before the implementation process, as existing records will also not be deduplicated.
- In case of email ID duplicates, Marketo will retain the record that is most recently updated.
Why is Deduping Important?
Every piece of information stored in your database costs you both money and time. While the individual value of each record seems insignificant, the cumulative impact of duplicate records can be significant. Following are some reasons why removing duplicate data from your database is essential:
- Duplicate data skews segmentation counts, leading to inaccurate targeting.
- Incorrectly updated records by the sales team can cause confusion and inefficiencies.
- Duplicates that don’t comply with spam laws might invite legal action or a nasty letter.
- Vendor costs are generally evaluated on the number of records. Having duplicate data will increase your vendor costs.
- Also, costs would be higher if your vendor prices you per email.
- Duplicate records would produce inaccurate analytical data, which will lead to the formation of incorrect reports.
Dig up your Data Sources and Prevent Duplicates
Start by mapping out all the data entry methods in your system. Once this is complete, decide which sources will have permission to make changes in your database.
Choose systems that are adept at tracking and eliminating duplicate data. Additionally, utilize standard automation rules to establish specific rules for data fields, if necessary, to override the standard rules.
Block Duplicate Creation
Implement email deduplication in your Marketing Automation Platform (MAP) to prevent the creation of duplicate records. Consider using online CRM tools like ‘Dupe Blocker’ to scan your entire database for existing records before creating new ones.
Additionally, configure automation to identify and match similar data using specific keys across systems. Finally, ensure that your CRM and MAP are synchronized with all existing records to prevent the addition of duplicates.
Conclusion
Efficiently managing duplicate data is pivotal for accurate insights, streamlined operations, and optimized resources. By comprehending Marketo’s deduplication methods, recognizing its significance, and proactively implementing prevention measures, you can uphold data integrity, enhance decision-making, and drive meaningful outcomes from your marketing efforts.
If you need expert assistance to kickstart your Marketing Automation, rely on Sootra Consulting for guidance. Simply reach out or provide us with your business details or email needs at support@sootraconsulting.com. Let’s start a conversation!
Moreover, if you’re interested in exploring our other exceptional blogs, click here.