Duplicate records

The Duplicate records page shows you the person (contact) and organization records that Ortto has identified as duplicates, based on those records’ primary unique identifier.

You can toggle between the person and organization records using the view menu on the top right-hand side. 

This page will primarily focus on resolving person record duplicates, but the process is much the same for organization records.


Manage duplicate records

In the example below, Ortto has identified 3 person records with the same email address: “lauren@example.com”.

You can resolve this in two ways:

In both cases, duplicate records are merged like so:

  1. If a value exists for a field on the primary contact record: keep the primary data.
  2. If no value exists for a field on the primary contact record: set the value using data from a non-primary record.

Additionally, on merge, as audiences are based on set entry and exit criteria, if data in a merged record qualifies the contact for an audience they were not previously a part of, they will enter into this audience. The same is true of exiting the contact from an audience.

A more detailed explanation of how records are merged is provided below.

Merge duplicates to a specific primary record

In the list of duplicates, select the person record that you’d like to identify as the primary record. The primary record is the one with which other (non-primary) records will be merged. 

Once you’ve identified the primary record, you can choose to merge all or just some of the remaining duplicate records.

  • To merge all the records, select the bulk selection checkbox in the top-left of the records table.
  • To merge some of the records, select the checkboxes of the relevant records.

Next, preview the merged record by clicking Preview merge. This will show you the combined field values for the person record. 

After viewing the preview, click Confirm merge to continue, or Back to make changes.

TIP: Customize the visible fields in the duplicate records table by clicking the cog icon and selecting (or deselecting) the person and organization fields you want to see. This will help you see which field values the merged record will keep or inherit.

When you’re ready to complete the merge, on the Confirm merge > OK.

Merge all duplicates to the most recent or the oldest record

To make the most recent or the oldest record the primary for every duplicate record, click the Merge all button.



NOTE: By default, one of the records in the duplicate records list will be selected as Primary. This is not taken into account for the Merge all option, as you will have different options for identifying the primary record.

On the Merge all popup, select the Merge rule to determine which of the duplicate records you want to assign as the primary record:

  • Most recent records are primary – This tells Ortto to, when merging the duplicate records, treat the most recent data (the data associated with the most recently-created contact record) as the primary data. 
  • Oldest records are primary – This tells Ortto to, when merging the duplicate records, treat the oldest data (the data associated with the oldest contact record) as the primary data. 

Then, click OK to continue and confirm your choice.


How primary and non-primary records are merged

The outcomes for different data types when primary and non-primary person records are merged are described below.

NOTE: For organization records, when these are merged, the people linked to the non-primary organization will NOT be automatically linked to the primary organization record – they will simply be unlinked from the non-primary organization.

Activities

Activity data associated with the non-primary records will not be copied to the primary record.

The primary record will retain only its own activity data.

Tags

Tags associated with the non-primary record that do not already exist on the primary record will be appended to the primary record.

This means that if, for example, a primary record has a tag called “London”, and the non-primary record has a tag called “Tokyo”, the primary record will inherit “Tokyo” (the merged record will have both tags: “London” and “Tokyo”).

Fields

Field data associated with non-primary person records will be copied to the primary person record if the primary record does not have a value for that field. Existing data associated with the primary record will not be overwritten. 

For example, you have a field called “Plan tier”. 

If the primary and non-primary records have different existing values for that field – the primary record has a value of “Gold” and a non-primary record has a value of “Silver” – then the primary record will retain its existing field value (“Gold”). 

However, if the primary record has no value for that field, but a non-primary record has a value of “Silver”, the primary record will inherit the value “Silver”. If none of the records have a value for that field, it will remain empty.


Merging Salesforce records

Regarding the merging of records, Ortto defers to Salesforce as the authority, so any records merged within Ortto will not translate back to Salesforce. 

However, when you merge Salesforce records in Salesforce, Ortto will consider the merged (non-primary) records to be deleted. Therefore, if you have enabled the Automatically archive records when linked record is deleted or removed for your Salesforce data source (in Ortto), the merged record(s) will be archived in Ortto upon a Salesforce sync.

With this, Ortto will retain the data associated with the chosen primary record (as determined in Salesforce). Only activities, field data and tags associated with the primary contact will be kept, and those associated with the merged contact will be archived along with the record. This differs from the merge rules described above for records merged in Ortto because the merge occurred in Salesforce, and so is not treated as a merge within Ortto. Ortto simply handles the record according to the data received from Salesforce, and the settings you have applied to your Salesforce data source (in Ortto).

As such, any non-Salesforce data (e.g. data from custom or other data source activities) and any activities that existed on the non-primary record in Ortto are not copied into the primary record.