Dedupe
Removing duplicate records within a lead list or against existing CRM contacts — prevents double-dialing and duplicate spend.
Full Definition
Dedupe (deduplication) is the process of identifying and removing duplicate lead records. Duplicates arise when (1) a consumer submits the same form twice within minutes, (2) a consumer submits multiple forms across publisher networks feeding the same buyer, (3) a vendor resells an already-purchased lead, or (4) a lead matches an existing CRM contact (prior client, current prospect). Dedupe typically uses phone number as primary key with email and name+ZIP as secondary. Good dedupe policies credit the buyer for duplicates (reject at intake, no charge) — some vendors charge regardless, which is a contract point to negotiate. Aged-lead lists commonly contain 5–15% duplicates when cross-vendor purchased.
Example
An agency buys two aged-lead lists in the same week (10,000 + 8,000). Running a cross-list dedupe shows 1,432 phone-number matches between the two lists, saving the agency from 1,432 duplicate dials and disputing charges for the overlap.
Related Terms
- Scrub — The process of filtering a lead list against prohibited, duplicate, or invalid records before dialing — covering DNC, duplicates, bad phones, litigator lists, and age.
- CRM (Customer Relationship Management) — Software for tracking prospects, policies, tasks, and communications — the system of record for most insurance agencies.
- Aged Lead — A previously generated inquiry sold weeks or months after creation, priced at $0.25–$15 depending on age and vertical.