Out of the box, CaliberMind runs some data normalization and deduplication processes to clean up and streamline your records. These include the following:

Field Normalization

When running transforms and standardizations, CaliberMind will:

  • strip out special characters
  • lowercase emails
  • change Vice President to VP, etc.
  • fix state and country codes to 2 letter codes to assign regions
  • parse out UTM strings with different naming to consistent column names

Field Standardization

We will standardize fields such as:

  • Industry value standardization
  • Job role, department
  • Region / geographic codes / longitude and latitude

Person Deduping

  • We keep all duplicates out of the box, but pick a winning record to inherit all the web activity
    • Since web activities are based on Email, there could be more than one person record with the email
    • CaliberMind will pick the person record that was most recently created to match up the data
  • We also have an optional workflow to merge CRM records, which can be previewed before we turn it on
  • cm_lead (unconverted or orphan leads) + cm_contact (crm contact) = cm_person all people leads and contacts
    • Each orphan tries to match to an account using email domain and website
    • Same tie-breaking process is used to pick a winning account among duplicates with the same domain — e.g. the account with the most opportunities or activity

Company Deduping

  • We keep all duplicate accounts out of the box, but pick a winning account to inherit all the orphans matching up
  • We append website to accounts missing website by looking at related contacts’ email domain
  • We have an optional company merge flow that can merge accounts in the CRM, which can be previewed before turning on

Event Standardization / Deduping

  • There is native deduping that will not allow the same event twice on the same day
  • There is campaign member deduping that does not allow the same person to respond to the same campaign twice
  • All other events are kept in the event table and we attempt to match to a CRM person id and CRM company id