Duplicate records | lower response and increased cost

Two new products from Data8 solves CRM Database’s biggest problem

Research[i] by Marketing Sherpa shows that a B2B database naturally degrades at a rate of 2.1% per month: that’s 22.5%, almost a quarter of the database, over the course of a year. The same research shows that large B2C databases degrade by 3.2% or 32.3% per year! 


Similar results[ii] were obtained by Sirius Decisions who found that between 10 and 25% of B2B databases contain critical errors.

Whilst some of these may be due to errors, or businesses relocating or closing, it is widely understood that much of this decay is down to the presence of duplicate records.

If a B2C mailing costs £0.98 ($1.37) and is sent to 100,000 people. Assuming that 20% of the records are duplicates, you will have just wasted £19,600 ($27,400)! And that is not the only cost: the reputational cost can be much greater when customers become annoyed when they receive five\ copies of the same mailpiece, and sales people get de-motivated by a CRM full of duplicates, so user engagement, and faith in the system, drop.

Manual de-duplicating can be a long and tedious affair. Whilst Microsoft Dynamics 365 does have some de-duplication functionality, it is basic and not particularly easy to use. Functionality for finding duplicate names is rudimentary and could not identify potential duplicates, names such as Robert Smith and Bob Smyth. When duplicates have been found it is only possible to combine 2 entities at a time. In many cases, there may be several versions of the same record, making the process very time consuming.

data8 duplicare™ and data8 duplicare+™ are new products that work within Microsoft Dynamics 365. data8 duplicare™ can automatically de-duplicate entire databases with a single click, whilst data8 duplicare+™ highlights, in real-time, a potential new duplicate at the point of data entry.

 matt duplicare.png See a video of developer Matt demonstrating

data8 duplicare™ and data8 duplicare+here

 merging 5

The screenshot above shows the merging of 5 contacts which data8 duplicare™ has identified as potential duplicates. The look and feel will be familiar to users of Dynamics 365 which the system has been deliberately designed to emulate. Unlike the native de-duplicating tools which only allow two records to be merged, there is no limit to the number of duplicates that can be merged; the size and resolution of the screen used being the only limitation.

Proprietary Strong Fuzzy-Logic matching technology is used to extend the ability to match records so, for example, R. Smith, Robert, Rob, Bobby and Bob would all be highlighted as potential duplicates. All fields can be manually dragged to the master record or included in the custom rules for batch processing, so that information like additional telephone numbers are not lost.

account sample

The ability to customise the merge rules to suit your business is crucial to success. With an almost unlimited combination of [AND] and [OR] functions and multiple nesting, both products allow for precise control of matching and combining.

new contact

Once the database has been cleaned, the on-going problem of keeping it that way remains, and this is where  data8 duplicare+™ helps. When a new record is entered, it is checked for duplicates in real-time, giving the user the opportunity to merge them, even before the record is stored.


data8 duplicare data8 duplicare+
Dynamics Native x x
Fully integrated into CRM (No API) x x
Setup Help included in price x x
Batch duplicate detection x x
Customisable matching logic x x
Fuzzy Logic (Batch) x x
Fast multiple record merging x x
Duplicate detection rules x x
Merge rules x x
Auto merge (Batch) x x
Real-time duplicate detection x
Address standardisation x
Phone number standardisation x
Auto merge (Real-time) x
Custom entity merging x
Ghost record merging x
“Remember this record” x
Fuzzy Logic (Real-Time) x
Can be exposed to portals & web-forms via API x

If you would like to hear more about data8 duplicare™ and data8 duplicare+™, or any of our  other data management products and services, please contact us

By email at info@data-8.co.uk

By phone on +44 (0) 151 355 4555

Or click here for a callback by one of our specialists

[i] http://content.marketingsherpa.com/heap/tele/EMBG-IN-121906.pdf

[ii] http://www.siriusdecisions.com/Research-Articles/T/TheImpactofBadDataonDemandCreation

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