Using LeanData to Merge Duplicates

Primer helps customers pull Companies and People from a variety of sources. Sometimes when syncing those records into Salesforce you’ll need help with Account or Contact matching. Many of our customers rely on LeanData to support them.

Below we’ll give you a quick overview of the LeanData functionality you should use to merge potentially similar records.

What is LeanData?

At the heart of the LeanData is its matching algorithm which is used to relate records in your Salesforce Organization to each other. Here is a short overview of how the LeanData Matching algorithm works:

The LeanData Router allows you to set rules to merge duplicates (among other things) using a visual flow you can design and easily maintain.

Primer’s main keys for matching are the company domain for Companies/Accounts and the work email for People/Contacts. Occasionally the domain or work email our data sources provide may differ from the domain or work email inside your Salesforce instance and you have hierarchies like parent/child accounts that you need to fit new records into.

What functionality should you use?

There are three main functions within LeanData that you should make sure you use when Primer is pushing new records into your CRM.

Within the LeanData Router:

• If creating new Accounts in SFDC**:

  • Make sure you employ the Duplicate Account (DupeA) Match Node, which is used to identify Accounts in your Salesforce instance that are duplicates of a newly routed Account.

• If creating new Contacts in SFDC:

  • Use the Contact2Account (C2A) Match Node to match Contacts to Accounts. These nodes can help you account for the difference between an email domain (e.g. jpmchase.com) and the domain on the Account record (e.g. jpmorganchase.com). The default Contact fields: Email, Name, Phone, and Address are automatically used for fuzzy matching.

• If creating new Contacts in SFDC:

  • Occasionally a contact might have multiple valid emails (e.g. [e-mail] and [e-mail]). You can use the Duplicate Contact Match Node, followed by a Merge Dupe Contacts Node to merge potential duplicate Contacts.

**Account Routing is included with Advanced Routing packages. If you don’t have this but would like to learn more, reach out to your LeanData account team.

Check out the LeanData Help Center here.