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Playbooks · 4 min read

Dedupe before delivery: keep the feed clean

Dirty data is not a cleaning problem. It is a delivery problem. Records should be deduped before they ever reach the CRM, and never after they land.

01

Match on stable fields

We match on postcode and director names. Those fields survive rebrands and trading-name changes. No fuzzy company-name guessing.

02

Skip, don't merge

If the company already exists in your CRM, the feed skips it. Merging downstream is where duplicate hell starts.

03

Log the skips

Every skipped record is logged with the reason and the matched CRM id. So "why didn't this come through?" always has an answer.

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Run a week's feed in skip-logging mode. Review what would have been duplicates.
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How to build a search that keeps working

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Every figure is shown on screen. The company examples are made up.

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