Lead Duplicacy Logic - Attribution and Tracking

Lead Duplicacy Logic - Attribution and Tracking

Overview

Meritto CRM ensures zero lead duplication yet prevents lead leakage by implementing a structured lead duplication management and source attribution system. The system applies predefined rules to handle duplicate lead registrations, ensuring accurate data consolidation across different lead origins and traffic channels while capturing the attribution in PST format.

Lead Duplication Scenarios

  1. Same lead (E1M1) registering through different Lead Origins and Traffic Channels: In this case system doesn’t allow to creation of a new one, while additional details get captured in some of the scenarios but it prevents lead leakage by capturing  Lead Registration Attempts (count and timestamp)  and Lead Source Attribution (PST).

  2. Same lead registering with different email and mobile number combinations: Controlled by Lead Duplication Handling mechanisms.
To understand lead duplication and creation logic, we use the E-M-X model:
  1. E = Email
  2. M = Mobile Number
  3. X = Lead Creation Attempts (via any lead origin such as Web Widgets, API, Chat, etc.)
The system applies different lead duplication rules based on these parameters to ensure accurate lead management.

How the System Prevents Duplicate Leads 

The system is designed to prioritize unique email IDs during registration, ensuring that no two leads can register with the same email. Here’s how it works:
  1. Unique Email ID Validation: 
    1. The system prevents registration with duplicate emails.
    2. If a lead attempts to register with an existing email ID but a different mobile number, the system does not create a duplicate lead. Instead, the new mobile number is added as an alternate mobile number to the existing lead profile.

  2. Unique Mobile Number Feature (Optional): 
    1. When enabled, this setting ensures that if a lead registers with a new email ID but the same mobile number, the mobile number is recorded as "NA" (Not Available) to prevent duplication.
    2. This feature can be configured under CRM settings. Learn more about Configuring CRM Lead Flow Logic.

Lead Re-registration Handling Scenarios

Below are the scenarios that occur when a candidate attempts to re-register:
  1. Scenario 1: First Registration (E1, M1)
    1. A candidate registers with Email ID: testflow@yopmail.com and Mobile Number: 9988779988.

    2. A new lead is created since this is the first registration. The entry reflects the Lead Manager as a fresh lead.

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  2. Scenario 2: Second Registration with a Different Email ID (E2, M1)
    1. A candidate registers with a different Email ID: testflowemail@yopmail.com but the same Mobile Number: 9988779988. 

    2. If the Unique Mobile Number feature is enabled: A new lead is created, but the mobile number shows as "NA" (Not Available) to prevent duplication.

    3. If the Unique Mobile Number feature is not enabled: A new lead is created with the provided email ID and mobile number. 

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  3. Scenario 3: Re-registration with Same Email ID but Different Mobile Number (E1, M2)
    1. A candidate registers with the same Email ID: testflow@yopmail.com
      but a different Mobile Number: 9988779968.

    2. No new lead is created because the email ID already exists in the system.

    3. The new mobile number is added as an alternate mobile number to the existing lead profile. The registration attempt date is updated in the lead profile.

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Benefits of Lead Deduplication in Meritto CRM

  1. Prevents Duplicate Leads: Ensures each lead is uniquely identified based on email and mobile number.
  2. Maintains Data Integrity: Consolidates multiple contact details into a single lead record.
  3. Configurable Mobile Number Validation: Allows flexibility to enable or disable Unique Mobile Number Handling based on business requirements.

Special Scenario - Telephony Lead Merge

In cases where leads are generated via telephony interactions, Meritto CRM works on auto lead merge concept.  This ensures that when a lead contacts the system using different details, duplicate records can be merged into a single profile. For example, if a lead calls from a different mobile number but provides the same email ID, the system identifies the potential duplication and allows counselors to merge the records.

Lead Merge consolidates two lead records into a single profile, retaining all relevant data. This process ensures that all interactions and history related to a lead are accessible in one place, preventing mismanagement and redundant follow-ups.

Identification of a Merged Lead

  1. Merged leads are highlighted in grey, indicating that no direct action can be taken on them.
  2. The merged lead’s profile can be accessed by clicking the Merge Icon next to the lead name.
  3. Timeline history remains visible, ensuring full visibility of past interactions.

Scenario of Merged Lead

  1. Primary Record – The main lead record where actions can be performed (e.g., sending communications, updating lead stage).
  2. Secondary Record – A merged lead that retains historical data but does not allow direct actions.
Example 1:
  1. Merging Lead 1 into Lead 2
    1. Lead 1: (aa@yopmail.com, 6666666666), 
    2. Lead 2: (aa@yopmail.com, 7777777777)
  2. After merging:
    1. Primary Record: aa@yopmail.com, 7777777777, Alternate Mobile Number: 6666666666
Example 2 
  1. Merging Lead 2 into Lead 1
    1. Lead 2: (aa@yopmail.com, 7777777777)
    2. Lead 1: (aa@yopmail.com, 6666666666)
  2. After merging:
    1. Primary Record: aa@yopmail.com, 6666666666, Alternate Mobile Number: 7777777777
Notes
Note: Additional details from the secondary record will be automatically transferred to the primary record during merging.

Conclusion

Meritto CRM ensures accurate lead management by preventing duplicates and consolidating multiple registrations into a single profile. With automated lead deduplication, configurable validation rules, and telephony-based lead merging, the system maintains data integrity, prevents lead leakage, and optimizes engagement tracking.