Overview
Element451 offers flexible tools for managing duplicate records. You can merge duplicates directly from a contact’s profile, use the dedicated Deduplication Module, or perform bulk merges. Customize your approach to ensure clean and accurate data efficiently.
Merging Records in the Deduplication Module
To begin merging a record, click on the merge
icon. The merge interface will open.
Compare the value of each data field for both records and select which values should be retained using the controls in the "keep" column:
Gray Icons: Attention Needed: When the icons are gray, you must select from which record you wish to keep the data point.
Left Arrow
Icon: Keep the Master Record data point (data to the left).Right Arrow
Icon: Keep the Duplicate Record data point (data to the right).Copy
Icon: Keep the data from both records. 
This option is only available for certain data points, like applications and milestones. Eligible data points will have a copy icon in the middle of the two arrows. You can learn more about what kind of data must be overwritten or can be merged here.
Green Icons: No Action Needed: When the icons are green, you can review the data, but no action is required.
Green Equal Sign
Icon: The data on both records is an exact match.Green Arrow
Icon (left or right): The data for that field exists only on one record.Green Lock
Icon: The data is a required value, and both fields (if available) will be merged.
Preview either record by clicking the eyeball icon next to each record.
Once you have selected the values you wish to keep, the minus icon in the bottom right corner of the interface will turn into the merge
icon. Click that button to merge the records. 
Merging records is a permanent action. Once you click merge, any data you choose to overwrite will be lost.
Merging Records in Bulk
You can merge records in bulk using the Deduplication Module.
When doing so, the records on the left (master record) will be used as the primary record in case of data discrepancies. Ensure you’re confident that the data fields don’t need review before performing a bulk merge.
From the list of possible duplicate records, select multiple records to merge using Control+click (Windows), Command+click (Mac), or Shift+click (both).
Once you select multiple records, a blue action bar will appear at the bottom of the interface. From the bar, you can choose to merge or ignore all the records you selected.
Searching + Merging Records from the Contact's Profile
You can directly search for possible duplicates from an individual record and then execute a merge. This tool allows you to compare an individual record against your existing contact list to identify and match potential duplicates.
Navigate to Contacts > People to access your list of contact records.
Open the contact record you wish to keep.
Click the See Possible Duplicates
Icon located in the top right corner of the profile header. Don't see the icon? See the end of this section for more information.Once you click on the icon, the merge interface will open, similar to the Deduplication Module.
In the duplicate field, begin typing the name or email of the suspected duplicate contact. Once you have found the record, select it.
If you determine this record is not a duplicate, you can click the red X icon to clear the record and search for a new one.
Just as you would in the Deduplication Module, select the fields from each record you wish to keep using the controls in the middle "keep" column.
When you are finished reviewing the fields, click the merge button in the bottom right of the screen (blue circle).
Enabling "See Possible Duplicates" Icon on the Profile Template
Can't see the "Show Possible Duplicates" icon? It may be disabled on your profile template. Element451 Administrators can add it. You can learn more here.
Deduplication is only available with the Element Ignite and Engage packages.