Global provider of data quality and email marketing success solutions, Validity has launched the latest addition to its DemandTools product suite, DemandTools Elements.

The cloud-based solution is a separate, lower cost option to the full DemandTools suite and allows businesses to easily dedupe data within Salesforce, enabling teams to operate more efficiently with data. 

Other baseline solutions only deduplicate standard objects and can’t be automated. However, DemandTools Elements provides a dashboard view of a business’s current duplicate level. With this additional insight, users can control how duplicates are identified and how each field value is handled.

They can also easily find and merge duplicate records in standard and custom objects with advanced matching algorithms, custom master record selection, and field level data retention rules. Furthermore, DemandTools Elements ensures the CRM only holds unique records and retains required information.

Businesses can now see the current total number of duplicates for Leads, Accounts, Contacts, and Opportunities, and quickly access saved scenarios to take immediate action or see when they’re scheduled to run next.

Users have access to over 25 exact, fuzzy, and customisable matching algorithms to match field values including acronyms – like H.P. to Hewlett Packard – and nicknames – like Jeff to Jeffrey.

Solutions like DemandTools Elements play a crucial role in automating a company’s CRM strategy particularly for small businesses that may be faced with the challenge of operating with fewer resources and smaller staff, according to Validity global head of data solutions, Chris Hyde.

“Data health is at the core of a business and, if compromised, can cause a devastating ripple effect that impacts the bottom line. With the support of DemandTools Elements, companies can ensure their data remains their most valuable asset in achieving their overarching CRM goals,” he said.