Data Deduplication

Category: infrastructure

The programmatic process of identifying and combining identical or overlapping lead and customer records within a database.

Deduplication uses exact or fuzzy-matching logic (comparing phone hashes, normalized email strings, or company domains) to scrub out dirty data. In high-volume lead pipelines like DataGiss, deduplication ensures a storm-affected property record isn't assigned to multiple sales reps simultaneously, protecting customer experience and operational attribution.

Common Examples

• We built a custom PostgreSQL triggers rule to handle data deduplication on incoming lead Webhooks before the records hit our active sales pipeline.
• Without automated data deduplication, our marketing attribution metrics become skewed by redundant record creation.