The Find duplicates step uses powerful standardization and matching algorithms to group together records containing similar contact data (e.g. name, address, email, phone) and keep that information within a duplicate store. Each group of records, known as a cluster, is assigned a unique cluster ID and a match level. The step provides out-of-the-box functionality for the United Kingdom, Australia, and the United States, but is also completely configurable down to the most granular name and contact elements.

The Find duplicates step is most commonly used in a process to create a single customer view (SCV). The step helps you establish a duplicate store, which allows you to:

  • Locate duplicate records within existing systems.
  • Establish linkage across data silos.

Once you've established your duplicate store, the Find duplicates step can be used to perform bulk add and update operations. You can also use the Find duplicates REST API to query the store and perform additional maintenance operations. Find out more.