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De-dupe Your Database

Makes: Clean, accurate audience data you can trust 

 

Prep time: 5 mins | Cooking time: 1-2 hours over multiple weeks | Maintenance time: 30 mins / week

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This recipe card was created in collaboration with Indigo-Ltd 

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The Tomorrow’s Audience research by Indigo-Ltd in partnership with Spektrix shows that an average of 54% of audiences in 2023 were new, and that new audiences look for different types of communication.

This foundation recipe will remove duplicates from your database to help give you an accurate account of your own audience and ensure customers flagged as first-time attendees are actually first timers.

 

EXPLORE OUR AUDIENCE DATA INSIGHTS

Outcomes 

  • Be able to benchmark your data against the Tomorrow’s Audience data
  • Know you’re sending targeted communications to the right people
  • Avoid spamming people so that they disengage from your communications

 

Ingredients

 
"Potential duplicate" metric: a calculated metric that sits against customer records in Spektrix
 
Autotags: ways of labeling your customer records automatically based on specific criteria, e.g. potential duplicate = true
 
Normal tag: a label you can manually add to a customer record
 
Customer groups: a way of highlighting certain customer records in the sales interface based on specific criteria, e.g. tags applied

 Prep

 

  1. Create a normal tag named "Not a duplicate." You will use this to mark any records that have been flagged as a potential duplicate, but that have been verified as not a duplicate.
  2. Use an autotag to apply a tag to all customer records that meet the criteria of "potential duplicate = true" and do not have the "not a duplicate" tag
  3. Set up a customer group with the "potential duplicate" autotag as its criteria. This will add a colored box in the sales interface to any customer records with this tag, making them easy to spot for your sales team
  4. Apply the "not a duplicate" normal tag when you verify a customer is, in fact, not a duplicate. This will turn off the "potential duplicate" autotag on that record, and subsequently automatically remove the coloured box on the record.

 

 

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Cook

 

  1. Run an advanced search in the sales interface for customers with the "potential duplicate" autotag
  2. Click into corresponding customer records to assess if they are, in fact, duplicates
    • If they are duplicates, merge the records
    • Otherwise, apply the "not a duplicate" tag to their records
  3. Work through these records in your database regularly. Use the colored customer group box to verify duplicates with customers during their purchase.

Keep it up

To maintain a healthy database, set up a weekly task to check for any new records. 

Bon appétit!

Learn more about finding potential duplicates for clean CRM data on our Support Centre. Plus, keep exploring our recipe box of marketing strategies to fill your pantry with more ideas and insights on how to reach tomorrow's audiences. 

 

TRY MORE RECIPES

 

*These recipes were crafted in response to the Tomorrow's Audience Indigo Share: Hot Topic, created in partnership with Spektrix and in association with a consortium of many of the UK's leading arts organizations. The rise in first-time audiences is mirrored in our US and Canada data, and we're confident that the tactics recommended here are relevant to both regions.