Machine learning has become somewhat of a catchphrase over the past couple of years. Machine learning is a subset of AI, and everyone is into AI. If you’re in Philly, like we are, you can say “Ai-yo! AI.” (That’s a regional accent joke.) In fact, AI is more complex than you’d think from the way everyone talks about it and claims to do it.
What is definitely true about machine learning is that it is making a new level of high-quality data more accessible for all businesses. Machine learning bypasses the rule-based limitation because it is constantly training on the data that it is provided. In the case of Salesforce data, you can apply machine learning algorithms to solve the problem of duplicates by vigilantly applying the parameters the user has already given it. This is a process called active learning. Whenever a human determines that a set of records are duplicates (or not), the system will “learn” from these actions and tweak the algorithm with the goal of identifying future duplicates without human interaction.
We know this because DataGroomr is the only app on the Salesforce AppExchange to apply machine learning models for deduplication. Recently, I wrote on this topic for the AppExchange and Salesforce ecosystem in an article that was published by Medium. We were thrilled to be included and would highly recommend you give it a read.
Most existing approaches to Salesforce deduplication require complex filters and rules. But we apply 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 sales. And that accuracy helps businesses grow. Yo.
READ THE ENTIRE ARTICLE IN MEDIUM.