What exactly is duplicate data?

[Raihan8]

One reason many companies underestimate the importance that duplicate data has on their organization is that they don’t fully understand what duplicate data is. Of course, there’s the obvious case of duplicate data: the existence of an exact copy of a record in your marketing database.

However, most duplicate data does not appear as an exact copy of an entire record. If it does, typically one of the two copies will continue to be updated and added to by your marketing and sales teams, making one copy more up-to-date than the other. The other record will remain and can cause confusion for your teams and lead to errors.

The most common form of duplicates in a HubSpot or Salesforce ukraine phone numbers account is a partial duplicate. This is a record that contains some of the data from another record. These two records may contain the same name, phone number, address, and other data, but not all of the available information about a particular lead. These entries often appear due to data import or transfer errors, human error during data entry, or because the customer or lead filled out forms multiple times. Most duplicate data in a database will be partial duplicates.

Now let’s walk through some real-world examples to illustrate the impact of duplicate data on your marketing and sales teams and their initiatives.

Related articles


The Ultimate CRM Data Cleansing Checklist

Identify and fix CRM data issues using the Data Health Assessment tool

Why You Should Care About Phone Number Formatting in Your CRM (and How to Fix It)

Guide to Record Types vs. Page Layouts in Salesforce

How to Merge Duplicates in HubSpot and Salesforce and Keep Them in Sync

Why Duplicate Contacts in HubSpot Are Hurting Your Marketing Team and Straining Your Budget

6 Essential Reasons to Normalize Data

How Duplicate HubSpot Contacts Can Hurt Marketing Teams
Duplicate HubSpot data has a particularly big impact on marketing teams. Marketing teams rely on their databases for virtually everything they do. Personalization plays such a role in modern digital marketing campaigns that it’s important for your marketing teams to have confidence that the data in your CRM is up-to-date and accurate.

Companies that operate their marketing teams without robust data quality assurance initiatives will quickly realize that duplicate data has several consequences for their marketing teams: