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DataGroomr – An Easy-To-Use App For All Salesforce Users Leverages Machine Learning To De-duplicate Data In Salesforce

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Below is our recent interview with Steve Pogrebivsky, Co-founder and President at DataGroomr:

Q: Could you provide our readers with a brief introduction to your company?

A: DataGroomr is an easy-to-use app for all Salesforce users that I developed with my co-founder Ben Novoselsky. The big so-what is that our app leverages machine learning to deduplicate data in Salesforce, and no other app on the AppExchange does that. By simplifying the approach to deduplicating Salesforce with an intuitive dashboard and comprehensive merge capability, we are empowering companies to take advantage of everything Salesforce has to offer without the pain.

Salesforce is the number-one Customer Relationship Management (CRM) platform and, yes, it’s jam-packed with all kinds of features for making insightful decisions, such as reports, dashboards, and sales forecasting. But all of that assumes that you are starting with clean data. The Salesforce deduplication function itself only allows users to deduplicate three records at a time. This is a big problem when you have hundreds, thousands, or even millions of records. And even though Salesforce can notify users that they are about to create a duplicate record and even block them from doing so, there are many other ways that duplicates can enter the system. Importing contacts from a spreadsheet and migrating contacts to Salesforce from a previous CRM are just two examples.

Keeping clean data is not only a tool for people inside the company. Clean data delivers a message to customers and prospects that a company knows what it’s talking about. Any business that is reaching out with inaccurate data will naturally be seen as incompetent. Recognizing where the gaps were in data cleansing in the Salesforce ecosystem, we started DataGroomr to help companies keep their data clean and duplicate-free.

Q: Any highlights on your recent announcement?

A: Yes, we’re very excited about a new tool in the DataGroomr dashboard that is called Brushr. This tool joins our other interfaces: Trimmr, Importr, Supervisr, Schedulr, Auditr. I think you can probably see the grooming theme. Brushr ensures data quality and validity by sorting the quality of the data and enabling users to apply assumptions about the trustworthiness of each record.

What’s really important to Salesforce users is to be able to identify whether the email address they have for a contact is accurate. That’s the initial route for contacting a customer or a prospect. Data validation is a hot button issue for any business that maintains a CRM system. According to Salesforce, poor quality data cost businesses around $700 billion a year, or 30 percent of the average company’s revenue. Sales reps spend nearly a quarter of their time researching incomplete data. A recent Salesforce study found that the average customer’s contact database contains nearly 90 percent incomplete contacts, with more than 25 percent being duplicates. The new Brushr technology was specifically developed to verify Salesforce record data, such as email addresses and phone numbers. As a result, users are getting back that time they were wasting seeking and eliminating duplicates, so they can focus on their core business and help to generate revenue.

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Q: Can you give us more insights into your offering?

A: From our backgrounds in data science and database maintenance, both Ben and I know that data drives business and clean data is critical for sales and strong customer relationships. Over two-thirds of participants in a Deloitte study on data accuracy estimated that the third-party data about them was at best 50 percent correct. That’s not very accurate. Our offering represents an approach to duplicate management that is focused on quickly herding those inaccuracies in your CRM (customer relationship management) platform.

As the number one CRM platform, it’s hard for Salesforce to manage everything. And that’s why there are many third-party apps that offer to deduplicate your Salesforce data. When it comes to Salesforce, it’s easy to become overwhelmed by the seemingly endless ways that a single account can generate duplicate records that get stored in your database. And although Salesforce provides a duplicate management function, it often falls short of what you need to eliminate duplicates completely.

The reason I wanted to start DataGroomr was that I asked myself, “Why is it so damn difficult to catch duplicates? The reason is the ever-changing parameters and conditions that need to be applied or matching rules for accurately detecting duplicates. One human, or even a team of humans, will struggle to maintain these over time. And that time is money lost for a business. A study out of MITSloan found that employees can spend up to 50 percent of their time dealing with mundane data quality tasks. DataGroomr takes care of the mundane and tedious task of finding duplicates in data.

Q: What can we expect from your company in next 6 months? What are your plans?

A: Duplicates aren’t going away, and as long as Salesforce users will be struggling to maintain their data quality, we will be optimizing how they do that through DataGroomr. Over the next six months, we will be looking at increasing functionality for Brushr and, specifically, users are going to be able to restore merged records. That’s a big deal. Basically, it tells our customers, “we got your back.”
We’re also very keen on making sure that the user experience is superior when working in the DataGroomr platform. To that end, we have added several features to the dashboard that make the deduplication function very intuitive. For example, because we leverage machine learning to catch dupes, our users don’t have to set up filters or generate their own rules. Once they activate DataGroomr through their already existing Salesforce account, they can start deduplicating immediately.

And we’ve made it visually attractive with fun colors. Sounds trivial, but when you’re working in a database for sometimes hours, it makes a difference how that data is presented. But the biggest thing is that we plan to keep growing; keep improving our customers’ experience, building partnerships, and helping businesses of all sizes and in all industries get rid of those damn duplicates!

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Q: What is the best thing about your company that people might not know about?

A: DataGroomr is the only app on the Salesforce AppExchange to apply machine learning for the deduplication process. Most processes require filters or are rules based. Working with my co-founder Ben, who holds a PhD in Computer Science, we have developed machine learning algorithms so that businesses of any size can easily improve the quality and reliability of their Salesforce data.

The prospect of being able to use machine learning to enhance data integrity ensures that leads and contacts can be accurately portrayed and pursued by the sales team. That accuracy helps businesses grow.

And just as a parting thought: Machine learning, a subset of artificial intelligence, is projected to reduce manual tasks in data management by 45% through the end of 2022, according to a report from Gartner. That’s a statistic that we are very conscious of because it means that the power of and awareness about machine learning will only continue to grow. Happy DataGrooming, everyone!

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