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Data

De-duplication (De-dupe)

De-duplication (de-dupe) is the process of identifying and removing duplicate records from a database or contact list to ensure data accuracy.

De-duplication, commonly called de-duping, is the process of finding and merging or removing duplicate entries in a dataset. In sales and marketing, duplicate contacts lead to wasted outreach, confused lead scoring, inaccurate reporting, and higher email bounce rates. De-duplication can be based on exact email matches, fuzzy name matching, or a combination of fields. Regular de-duping is a core part of data hygiene and should be automated as part of CRM and marketing automation workflows.
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