The Ultimate Review of Salesforce Deduplication Apps

While maintaining a high level of data hygiene may not be the most favorable activity among business professionals, it is critical to the overall strength and longevity of your company.

Data quality impacts pretty much everything and by eliminating dirty data you make life easier for everyone. This is why we decided to put together a comprehensive review of the deduplication apps available on the Salesforce AppExchange, so you can pick the one that best matches your needs.

Let’s jump right into it.

Cloudingo

Cloudingo is another deduplication tool that’s available on the AppExchange. However, we should note here that Cloudingo will only help you find and remove duplicate records. So, if you have other dirty data issues, such as invalid data, you will need a separate tool for this. All in all, if you a deduplication tool is what you are looking for, this could be a good way to go.

Overview

When you connect Cloudingo to your Salesforce, you will be able to customize it to accommodate the unique and complex nature of your dataset. These customizations also include the filters that you would have to set up to get all of the fuzzy duplicates. However, these filters are time-consuming to set up and there is really no way to accommodate for all of the possible variants of the duplicates. This would mean that you would have to keep setting more and more filters every time a new dupe is detected.

Features

Cloudingo allows you to import data without creating duplicates, mass convert leads, mass update and mass delete records, migrate data, and more. All-important data like notes, attachments, and relationships stay intact. As mentioned earlier, you can customize the filters as shown in the image below:

User Interface

The user interface seems a bit outdated and not very intuitive. It is easy to get lost in all of the information and features that are available to you.  

Data Assessment

Cloudingo offers various analytic features that will give you an insight into the state of your data. You can use Cloudingo to produce data quality reports to identify trouble areas and stay ahead of dirty data. Again, the data is not presented in a very clear and intuitive way.  It is hard to navigate and easy to become confused if you are not familiar with the product.

Pricing

Cloudingo publishes their prices online, but we recommend paying special attention to what is included and excluded in each tier. The cheapest pricing is for the small org package, but this does not include deduping custom objects, scheduling dedupe jobs and a several other important features. The next tier starts at $2,500 per year. If your organization has more than 300,000 records, Cloudingo will charge you a record count fee of $100 for every 100,000 records above that amount.  

DataGroomr

DataGroomr is unique in this group of tools in that it uses machine learning to discover duplicates rather than relying on user-defined rules. This is very important because it eliminates the need create and maintain rules which can be cumbersome and time consuming. DataGroomr learns on its own to spot “similar” records and also continuously “learns” and improves the detection based on user actions.

Overview

The algorithms used by DataGroomr have been trained on millions of records and will detect duplicates in your org as soon as you connect. There app is also packed with other great features including a module for deduping CSV imports and another for data management and quality.

Features

The key feature in DataGroomr is the easy deduplication of Salesforce data or CSV imports, but the app is also packed with other cool features. For example, there is a graphical designer to build complex merge rules (to automate the merge process) and another to build transform rules (for bulk updates of your data).  A job schedule is available to automate actions of all kinds inside the product. You can even create your own machine learning rules that are trained on your own data.   

User Interface

The UI is intuitive and simple to navigate. The deduplication process can get complicated because of all the factors involved in cleansing and merging duplicates and DataGroomr really makes this process simple. After trying out many different deduplication tools, DataGroomr has the most user-friendly interface.

Data Assessment

One of the many benefits offered by DataGroomr is an instant data quality assessment which will give you insights into the health of your data. You can also use DataGroomr to determine the validity of your data such as emails, phone numbers and street addresses. This is a very important functionality because peoples’ contact information changes.

Pricing

DataGroomr’s pricing is that it is very transparent and is also published on their website. There are three tiers and the features included/excluded are show there. The cheapest package offered by DataGroomr is a micro subscription of $99, but this is only for small organizations with less than 10,000 records. The Standard package starts at $995.

Demand Tools

Demand Tools is a deduplication tool that fixes many common data problems, automates data quality routines and works within your specific processes and customizations to give you reliable data and insights. It also has 13 modules, making it one of the most versatile data quality tools on the market.

Overview

Demand Tools us a suite of tools for managing, standardizing, deduping, importing and generally manipulating Salesforce data. The one thing that jumps out right away is the complex installation process. Demand Tools is a client-based application that Salesforce admins must install on their Microsoft Windows computers (no Mac version is available). Even for a sandbox environment, there is a multi-step process that you need to follow. This is something you may want to think about when trying out the product.

Features

Demand Tools offer some functionality for removing and preventing poor data quality. Some of the most useful features include:

  • Single tab dedupe that allows you to find and merge duplicate records in standard and custom objects.
  • A dupe blocker for standard and custom objects with the ability to not only block, but also report and auto-merge duplicates.
  • Mass convert leads, in one pass, without, without creating duplicate Contacts or Accounts.

 User Interface

Demand Tools recently overhauled their interface to make it easier and more intuitive to access all of the tools. However, when you are first getting started it can be a bit intimidating and confusing. This is an issue that existed with the old interface as well. However, after using it you for a few weeks you will get a hang of it. According to their website, Demand Tools reimagined the user experience with the Version V of the interface released in October 2021. You can play around in the trial version to see whether this interface lives up to the hype.

Data Assessment

Demand Tools provides you with insights into 6 data points:

  1. Duplicates
  2. Invalid emails
  3. Missing engagement points
  4. Missing business segmentation
  5. Incomplete decision support
  6. Malformed content

All of the data points are broken down into five data quality categories: unactionable, insufficient, limited, acceptable and validified. You will be able to run such an assessment on demand or on a schedule for continuous data quality monitoring. You will also be able to access previous assessments to see your improvements over time. While such a data quality assessment may be useful, it is not comprehensive and does not give you a complete picture of the state of your data.

Pricing

Demand Tools pricing is not well documented, but unlike the other vendors, it is based on the number of Salesforce users.  The best option is to contact the vendor directly for a price quote.

Duplicate Check

Duplicate check is a Salesforce-native deduplication tool that allows you to find and merge duplicates in and across leads, contacts, accounts and all custom objects. It also prevents duplicates during manual entry and also during imports. However, the application does use local resources and this may impact performance with large orgs.

Overview

When you install the application, the deduplication of Leads, Contacts and Accounts is enabled by default and you would need to add custom objects. Once you have added all of the objects you need, set up your Scenarios for each object. For example, a scenario can include fields such as First Name + Last Name + Email Address. There needs to be a Scenario for each possible duplicate which is time consuming and in practice nearly impossible to cover all the variations. There’s always a possibility that one or more will be missed.

Features

In addition to deduping standard and custom objects, Duplicate Check can save you time by automating the deduping process. The Direct Processing option can merge incoming duplicate records without user interaction or place them on a list for manual reviewing. Even if you have large record volumes, they have a tool, called DC Local, which is a piece of software that needs to be installed on your computer to allow Duplicate Check to process duplicate jobs locally and return the results back to the Salesforce Database. While this is a useful, it’s another tool to install and maintain after you have already installed Duplicate Check itself.

User Interface

The user interface is fairly straightforward. There are four tabs that make up Duplicate Check: DC Search, DC Setup, DC Job, and DC Discards:

While this may seem simple, things get very complex when you get into the details. For example, if you go into the DC Setup tab, you will need to assign a weight to each record field. I am not sure how users are supposed to know what weight is appropriate. For example, should the email field get a weight of 85 out for 100 instead of 90 out of 100? It’s pretty much up to you to guess the importance of every field.

Data Assessment

Duplicate Check can run a report across standard and custom objects and provide with a data health score. However, this score will depend on the matching rules or scenarios that you created. If you later add new scenarios, your data health score will move up or down accordingly. Records identified as matches have the option to not be blocked from being created, and are either sent to the ‘DC Job’ section to be reviewed by an Admin or can be automatically merged.

Pricing

Duplicate Check offers three main plans: Advanced, Premium and Enterprise. The price of each plan will depend on the number of records you have. They also offer a free plan, but you are limited to only 5,000 records and includes limited features. In general, the more expensive the plan, the more features you will get.

Start Improving the Health of Your Data

Duplicate records are dangerous to system credibility because users can’t find the updates that they’ve made (they’re looking at the wrong copy of the record) and each of the dupes represents an incomplete record with multiple data quality issues. The longer a dupe exists, the more the data quality issues metastasize, making rectification ever more costly. Deduplication is one of the biggest challenges. It influences the process of the system and it’s very difficult to make to make unique data. By using one of the tools mentioned above you can start removing duplicates and improving the overall state of your data.

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