Marketo engage is a powerful platform, but poor data quality can cripple even the best marketing strategies. One of the biggest challenges? Duplicate records. While they may seem like a minor inconvenience, duplicates can distort analytics, waste budget, and create a frustrating experience for marketing and sales teams alike.
Why marketo engage creates duplicates
Marketo isn’t just randomly duplicating records—it does so for a reason. To ensure attribution data remains accurate, marketo often creates new records rather than merging them automatically. This happens because:
- Poor CRM integrations – many integrations insert new records without checking if they already exist.
- Form submissions and list imports – when leads engage through multiple sources, marketo can create separate records rather than linking them.
- API limitations – some third-party tools push data into marketo without deduplication logic, leading to fragmentation.
Without a robust deduplication strategy, marketing teams are left dealing with bloated databases, inaccurate reporting, and wasted spend.
The solution: an always-on deduplication service
Rather than treating this as a one-time fix, iProov implemented a continuous data hygiene and deduplication service tailored to their needs. The results were immediate:
- 1,100+ duplicates eliminated in just three weeks – restoring database accuracy and improving marketing efficiency.
- zero downtime – marketing operations remained unaffected throughout the process.
- ongoing data insights – regular reporting now identifies potential issues before they impact performance.
This isn’t a one-and-done scenario. Deduplication must be an always-on process, ensuring that new records entering the system are consistently checked, merged, or flagged based on business rules.
Why ongoing data hygiene matters
Marketo charges based on database size—so why pay for bad data? If 20% of your records are duplicates or unmarketable, that’s wasted budget. Poor data skews reporting, inflates lead counts, and throws off attribution, making it harder to measure true marketing impact.
A proactive, always-on data hygiene service cuts licence costs by eliminating redundant records, ensures accurate reporting with reliable insights, and keeps CRM data in sync to prevent sales and marketing misalignment. Data hygiene isn’t a one-time fix. Without continuous deduplication, bad data creeps back in—costing you money and muddying your results. Get proactive, get clean, and make every record count.
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