Every time a record is created or updated, Element451 checks for possible duplicates by looking at several key identifiers. Namely: first name, last name, email and email type, phone, SSN, date of birth, and addresses. If the system detects duplicates that meet a certain threshold, then they are reported and stored.
The duplicates are stored as a relationship to both records, with the probability of matching.
Smart Selection of a Master Record When Merging
When the system checks for duplicate records and finds a possible match, it performs a "smart" selection by looking for a recent activity such as logging in, opened an email, filled out an RFI, or registered for an event. If those data points are not available, the system prioritizes the record without hard bounces or unsubscribe milestones.
The older record will take priority by default, and it will be displayed on the left. This is the master record.
The Process of Merging
When records are merged, the system keeps the Elemnt451 ID of the master record. Once the merge is complete, the duplicate record will be deleted. Below is an illustration of how fields are prioritized and merged:
For basic fields such as biographical data and contact information, only one data point can be kept. If there are conflicting fields, the master record's information will be selected. If the Master field is empty, then the duplicate data will be selected.
Notes, labels, and applications are merged to the master user by default unless you specify that you do not wish to merge them over.
Similarly, for fields such as evaluations, identities, event registrations, and surveys, the default is to merge to the master record. If there is conflicting data, it selects the master record's data. You can also specify to ignore or keep one when there is conflicting data.
For fields such as education, addresses, milestones, and sources, the fields are merged by default unless you specify another action such as to append, ignore, or keep both.
For all other fields, the system merges everything to the master record by default.
For more information on resolving duplicates, please see Managing Duplicate records.