Moving at the Speed of Machine Learning with DataGroomr

Salesforce User Group, Missoula, United States
Fri, Apr 23, 2021, 2:30 PM (MDT)

About this event

Join the Missoula User Group this month for Moving at the Speed of Machine Learning with special guest presenter Steven Pogrebivsky, Co-founder and President of DataGroomr!

In this session you'll learn about DataGroomr, the easiest way to deduplicate Salesforce, and hear from Steven how AI is transforming deduplication in Salesforce.

Moving at the Speed of Machine Learning

How AI is transforming deduplication in Salesforce

We recognized early on the limitations or even outright lack of certain deduplication functionality inside Salesforce. This includes things like Custom and cross-object deduplication, 3 record merge limit, merging records with redundant relationships and merging records in bulk. To overcome these, Sales ops have traditionally turned to 3rd party apps that rely on a rule-based approach to identifying duplicates in Salesforce. However, these have many of their own challenges.

Datagroomr has pioneered the use of Machine learning to address these problems in Salesforce. As a subset of artificial intelligence, machine learning uses computer algorithms and statistical models to learn and adapt without following explicit instructions. Once trained, algorithms will analyze and draw inferences from patterns in data.

In this presentation we will take a look at the basic concepts of machine learning and demonstrate how it is used to simplify the detection of duplicates and improve data hygiene in any Salesforce environment.

The native Salesforce deduplication supports three built-in objects: leads, contacts and accounts, but Salesforce only gives you the ability to check each object for duplicates individually. If you use other objects or create your own custom object(s), you will not be able to deduplicate those natively inside Salesforce. In the latest release of our app, we built in a custom object deduplication function which complements the cross-objects deduplication we already had. So, what are the practical applications of these features? Let’s say that one of your sales reps created a record in Leads for company Acme Inc, but a record for company Acme Incorporated already exists in Contacts. As company Acme moved through the sales funnel, a few records for it were created in “Opportunities,” for example.

Thanks to machine learning, DataGroomr enables you to identify and merge all of the duplicates that exist in all of your objects, including custom ones. We also offer additional merging features that simply merge records in bulk and augment Salesforce’s native functionality. It’s fun to work with and we see the improvements it makes in the daily workflows of our customers.



Friday, Apr 23
2:30 PM - 3:30 PM (MDT)

Group Leaders

  • Sonia Flamm

    Sonia Flamm

    ATG Cognizant


  • Chad Nixon

    Chad Nixon


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