Data governance - Activity
Data deduplication
Finding and removing duplicate records from a set of stored data
What's it for?
Removes repeated copies of the same record so information is cleaner and easier to trust.
For example…
A CRM contains three records for the same customer with slightly different spellings; data deduplication identifies them and keeps one trusted record
Before an email campaign, the team deduplicates the contact list so the same person does not receive the message several times.