De-Dupe Data Analysis and Cleansing

Challenge

The organization's Salesforce instance suffered from widespread duplicate records, degrading data quality and reliability. Duplicate accounts and contacts created confusion across sales and operations teams, leading to inaccurate reporting, wasted outreach, and poor customer experiences. Manual deduplication efforts were time-consuming and unsustainable at scale.

Solution

Engineering Square executed a three-phase data quality program. In the Identification phase, Duplicate Management Rules were created using D-U-N-S numbers, and Salesforce duplicate management processes generated record sets of potential duplicates. During the Cleansing phase, batch jobs identified master records using custom rules, populated missing fields from duplicate records, and captured conflicting values in an Additional Info Object for manual review. The Monitoring phase established reports, dashboards, and activated Dupe Blocker to maintain ongoing data integrity with sustained duplicate management rules.

Results

• Eliminated duplicate records across Salesforce using automated batch processing
• Established master record identification with custom business rules
• Built real-time dashboards for ongoing data quality monitoring
• Activated Dupe Blocker to prevent future duplicate record creation

Technologies