Deduplication and suppression

A repeat record is not always unwanted. You might accept only one email address per campaign, allow another response after a defined period, or accept several different people from the same company while preventing the same contact from being submitted repeatedly.

Frequency controls define how often a person, email address or account can qualify. Volume controls let you count and cap how many records are accepted for a campaign, account, audience, source or agreed timeframe. A rule could limit the number of contacts acquired from a target account in a month, for example, without excluding that account altogether.

Rules can use the identifiers and conditions relevant to your activity, such as email address, contact or company identifiers, campaign, source and time window. Where records arrive from several suppliers, the Engine can apply the same limits across them rather than relying on each supplier to count separately.

You choose what constitutes a duplicate, which repeat interactions are useful, what should be counted, when a cap is reached and what happens next. Technical Services helps turn those choices into a clear, auditable configuration.

A record can be new to a campaign and still be one you do not want. It might match an existing customer, a contact already being worked by your sales team or a company that should be excluded from a particular activity.

Suppression checks compare incoming data with the datasets you nominate. These can include existing CRM records, customer or prospect lists, account exclusions, suppression files or other data under your control. The matching fields, treatment of matches and any permitted exceptions are agreed with you.

The Engine can onboard client-provided datasets through configured integrations, APIs or file routes. Your systems can supply the reference data needed for processing, rather than requiring each media partner or supplier to hold its own copy.

Your reference data may sit across multiple CRMs, business units or files, particularly after a merger or acquisition. Before it can be used reliably, records may need to be mapped, standardised, combined or deduplicated.

Technical Services works with you to identify the authoritative sources, prepare the relevant fields and configure the matching logic. You decide which datasets are in scope and how they should be used. Changes to those datasets can be incorporated through an agreed update process.

Two suppliers can each submit a contact only once and still send you the same person. A campaign-level cap can also be exceeded if every source counts only its own submissions. Centralised processing lets the Engine apply the agreed rules across all connected sources.

Deduplication, frequency caps, volume limits and client-data suppression can be placed wherever they are needed in a composed journey. A check might sit between capture and CRM delivery, or be repeated after another system returns information that changes the decision.

The order can save unnecessary work and cost. For example, a record excluded by a client suppression list need not go through a paid verification or enrichment lookup. The Engine records the processing steps and outcomes so decisions can be traced.

Every check and its result can be included in the record’s audit history. For ambiguous matches, an authorised user can review the data through a controlled, audited human-in-the-loop process before a final decision is made.