One of the bigger misconceptions when it comes to Salesforce data cleansing best practices is that you can just click a button to get rid of duplicate records and dirty data. This isn’t necessarily the case… and it’s a good thing too!
Think about this: not all duplicates are the same. What you consider to be a duplicate record may not be for someone else. You may consider a duplicate to be two contacts with the same last name and address. But for a large B2B company, last name and address aren’t good enough factors to weed out duplicates.
A key concept is “confidence level”. When you have a high confidence level and records match on a number of fields, those records are very easy to dedupe at a rapidly pace (and even automatically). There’s not a lot of decision making that needs to take place.
But there are some records that need extra time to evaluate and possibly make some decisions to decide how to handle them. These “low confidence level” situations need to be handled differently. This is why clicking a button is a very unreliable and an irresponsible approach to data cleansing.
Data cleansing is a stair-step process. Keep in mind that data is a critical asset, if not the most important asset for any business which is why it’s best to put together a strategy that involves a cautious and tiered approach. As data improves, it becomes more reliable and easier to find deeply rooted problems. Those are the times when you need to be more creative and take it slow.
Data Quality Round Table
In a recent broadcast, we discussed this data myth and other Salesforce data cleansing best practices. Check out the interview below with two of our data scientists.
What’s the health of your Salesforce data? Get a free data quality healthcheck today!