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Why Salesforce Duplicate Management Can’t Catch All Duplicates.   Learn More

Salesforce Data Quality
Perfected by AI

With DataGroomr's machine learning algorithms, identifying and eliminating duplicates within Salesforce and during imports has never been easier. Plus, it includes verification and transformation tools to help you achieve data clarity effortlessly.

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Dedupe Salesforce Today!

There’s nothing to install or configure 

Our proprietary machine learning algorithms have been trained on millions of records from real organizations. Users consistently review DataGroomr on the Salesforce AppExchange for the ability to dedupe Salesforce as “very easy,” “user friendly,” “scalable,” “affordable,” “smart, fast, smooth deduplication app.”

Why DataGroomr?


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Data cleansing that's fast,
easy, accurate, and reliable


No need to set up complex rules or normalize data. DataGroomr’s algorithms for intelligent duplicate identification does all the work for you.


Conveniently merge duplicate records in standard and custom objects or even cross-object. Use the side-by-side display or merge en masse.


Ensure that your customer communications are getting where they need to go by verifying emails, phones and mailing addresses.


Want more control over duplicates and merges? Create your own merge and matching rules designed specifically for your data.


Salesforce users can see duplicate records directly in Lightning on any object page layout.


Leverage the import wizard to deduplicate, merge and append records while importing to Salesforce and export data from Salesforce.


Ensure that data quality and validity surpasses the competition. Standardize or normalize your data with our prebuilt transformation rules or create your own.


View your duplicates history in one intuitive, unified view. Configure easy-to-use modules to monitor insights most important to your organization.


Set it and forget it. Automate merges, reports and much more using the built in Scheduler.

Free 14-Day Trial

No Setup or Customization Required.

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Introducing Lightning Component!

DataGroomr has added the Lightning Component! Users now have the ability to view potential duplicates directly in Salesforce. Once installed, the component can be added to any record page layout and configured to show any fields for optimal deduplication excellence.

The Lightning Component framework is a UI framework for developing web apps for mobile and desktop devices. Lightning components were born out of and used to build the Salesforce platform for mobile apps. Mobile is baked into the core of the Lightning Component framework, and it makes developing apps that work on both mobile and desktop devices far simpler.

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Here’s what real Salesforce users are saying about DataGroomr!

We've been able to dedupe our Salesforce environment with very little effort. In addition, we can now prevent future duplicates by importing records using the solution. The support team is great and the set up is friction-free.

Damon TompkinsSVP Americas, Thycotic Software

Finally, an easy to use tool to get rid of duplicates in Salesforce that doesn’t cost the earth. No longer will I have to mess around with duplicate rules, CSV exports, and all the cumbersome manual merge activities.

Gemma TelferMarketing Manager, CluePoints

The beauty of what they’ve done is in the machine learning,” Lisa elaborated. “The way you make those choices is remembered. Every time I make choices within the DataGroomr app, it gets smarter.

Lisa HicksChief Strategy Officer, Valeo Strategy

We were aware we needed a cost-effective substitute to handle what we do. DataGroomr was vetted against a series of other tools. They’re knocking it out of the park.

Russ PassigSenior Principal Engineer, Business Systems, JW Player

I like that you can create your own custom logic in regards to master record selection and what is considered a duplicate. Each company has a different idea on what should be a duplicate and what should not. I also like that you can see the history of what you have done. It’s simple and easy to use.

Katrina LawrenceBusiness Technologist and IT Manager, Exhibitions & Events Australia

The solution works so easily out of the box. I didn’t have to program anything. It tells me how many duplicates I have and I can easily go through them one by one or merge them all automatically if I am confident in the suggested matches, just with the click of a button.

Tova StrossSalesforce Administrator, Israel EMS Foundation

I’ve tried a few other deduplication apps for Salesforce and have to say, DataGroomr is really easy to use! I was able to start deduping within minutes of requesting the trial. Try it, you won't be disappointed.

Robert MatthewsProduct Marketing Manager, Aptible

We have a big database and this app was able to analyze and locate duplicates with no setup. The results were ranked by confidence level allowing us to auto-merge. For others, we used the side-by-side compare feature to review and clean the data.

Vadim GringoltsCTO, Binary Tree

Logging into the web app and seeing a list of duplicates already waiting for me (without having to spend tons of time refining matching or duplicate rules) was a rush. Super easy to use and set up, and it found a lot of duplicates that our current rules did not.

Eric BenjaminSalesforce Administrator, WhoWhatWhy

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What is DataGroomr?

DataGroomr leverages machine learning to automatically find duplicate records (leads, contacts, and accounts) in Salesforce and load them into matched groups. Users can easily compare records side-by-side, select master records, copy or edit field values and then merge to eliminate duplicates.  Alternatively, merging can be done en-masse. What separates us from other deduping apps on the AppExchange is that DataGroomr 

  • Leverages machine learning to identify duplicates in your Salesforce environment
  • Does not require any setup
  • Does not require any standardization or normalization of your data to detect duplicates
  • Provides a modern, fast, and intuitive interface
  • Provides three ways to merge duplicate groups:
    – Side-by-side record view in DataGroomr
    – Side-by-side record view in Salesforce
    – Mass Merge
  • Dedupes import files before data reaches Salesforce
  • Provides a detailed audit trail for all changes
  • Offers and automation module for repetitive tasks

DataGroomr delivers easy functionality through its six modules:


Identify duplicates in Salesforce records. Compare side-by-side, copy/edit and then merge to eliminate duplicates. Convert Leads to Contacts and Accounts. 


Leverage state of the art AI to evaluate the quality of Salesforce records. Validate and standardize attributes such as emails, mailing addresses and phone numbers.


Prevent duplicates from being created in Salesforce as a result of importing CSV files. Review, update and enrich your existing records when new or more up to date information is found in the CSV.


Automate tasks in DataGroomr. Set up recurring duplicate analysis activities and schedule mass merge and mass convert tasks.


Manage objects which are accessed through the DataGroomr platform. Manage organization-wide rules to identify and merge records. Manage duplicate detection algorithms that are customized for your needs.


View a comprehensive list of actions performed by DataGroomr. Review detailed information about analysis, merges, imports and much more. 

Why do You Need a Deduplication Tool?

While Salesforce comes with some built-in deduplication functionalities, they are very limited and do not fulfill the needs of most organizations. For example, you are only able to merge three records at a time, there is no support for custom objects, it does not perform well with large volumes of data and many other limitations. This is why you need a deduplication tool to help you bypass these restrictions and augment your data cleansing capabilities.  

What are Some of the Issues with Rule-Based Deduping Apps?

A lot of the apps on the AppExchange are rule-based which presents certain usability problems. First of all, it takes time resources to create all of the rules and filters. Creating a new rule every time a duplicate is discovered is simply unsustainable and, ultimately, a futile effort when we think about all of the possible “fuzzy” duplicates. Then we need to think about the effort required to manage those rules to make sure they do not interfere with business processes. For example, some of the deduping rules can block web-to-lead submissions from coming in. Finally, the rule-based approach is not scalable. For example, let’s say that you have a modest number of records such as 100,000. You decide to upload a spreadsheet with 50,000 additional records. A rule-based system would need to perform 5,000,000,000 comparisons (100,000 X 50,000) to identify possible duplicates. Imagine the number of comparisons that would need to be made for organizations with hundreds of thousands or even millions of records. 

This is why DataGroomr uses machine learning for duplicate detection since it allows the user to avoid all of these issues and simplifies usability as well. There is no complicated setup process, no rules to manage and the machine learning takes a smarter approach to deduplication that is more scalable. More about this will be discussed in the next section. 

How We Leverage Machine Learning for Deduplication

What separates machine learning from rule-based deduplication is that it recreates the human thought process. In other words, just like you would look at two records and label them as duplicates (or not) the same logic would be applied by machine learning. We train the machine learning algorithms through various string metrics that are able to calculate whether or not two field entries are the same. When the algorithms identify potentially duplicate records, it will present you with a side-by-side view of the master record and the suspected duplicate either inside DataGroomr or Salesforce. You will then be able to compare the field values in the master record with fields containing different values in the suspected duplicate record, which will be highlighted in red. 

Over time, as you label records as either unique or duplicates, the system will “learn” from your choices and apply the same logic to subsequent records. This is called Active Learning and it saves you the hassle of having to input the necessary weights for each field for every comparison. All of these techniques enable the machine learning to do the heavy lifting for you, which makes it a smarter approach to deduping Salesforce. 

Maintaining and Improving Data Quality with DataGroomr

Your data is never static. It is constantly being transmitted from one point to another; new data is created; existing data is adjusted, stored, and sometimes destroyed. Each of the actions that occur over the course of the data’s lifetime presents a potential threat to its quality. DataGroomr is continuously monitoring and improving the health of your data by providing you with: 

  • An instant data quality assessment – As soon as you connect DataGroomr to your Salesforce, DataGroomr will run a data quality assessment that will tell you how many duplicates you have.
  • Customizable deduplication algorithms – You will be able to customize the deduplication algorithms by adjusting the field weights, adding or modifying a threshold and other customized settings.
  • Validating your data – People’s phone number, email address, mailing address and other contact information changes frequently. We will help you make sure you have the right information for your leads.
  • Duplicate prevention – Unlike other deduplication apps on the AppExchange, we dedupe incoming imports before they get into your Salesforce.