Understanding Lead to Account Matching

What’s the difference between a lead and a contact and why do they need to be matched?

There are two types of person records that can be imported into Rev.Up.

• Lead: A lead is a person record that represents a prospective customer of yours and may not be assigned to an account in your system. 
  • As an example, leads in Salesforce generally do not have an associated account id and we will this rely on D&B Identity Resolution to match lead records to accounts and other contacts already in the CDP. 
• Contact: A contact is a person that represents a customer of yours and has a relationship to an account. 

How exactly does Rev.Up match leads to the CDP? 

Rev.Up will use a two step process to match your lead records to the CDP.

1. Deterministic Match based on an ID: If two systems share an ID in common the records will be merged together. 
2. Non-Deterministic Match: Where a system or a record within a system does not have an ID the CDP will rely on other clues to determine the match. Rev.Up will use both contact and account attributes of the lead to match it to the CDP and will use the below match path to determine a match to an account. 

   Match Using Contact Information: 

1. 1. Your D&B CDP does an exact match using the exact Email and account Information.
   2. Next, the CDP does an exact match using the exact First Name, Last Name & account Information.
   3. Next, the CDP does an exact match using Email to find a matching contact.
   4. Finally, the CDP does an exact match using First Name, Last Name and Phone to find a matching contact.

     Match Using Account Information 

1. 1. If Domain/Website and Country is available, the CDP attempts to find a matching account with the exact Domain/Website and Country. If country is not provided, we will assume that the country is USA.
   2. Next, the CDP tries to find a matching account with the exact name and country in the customer master.
   3. Next, if the new system provides a D-U-N-S Number, the CDP uses it to find a matching account with the same D-U-N-S Number in the customer master.
   4. Next, the CDP uses fuzzy matching using Name, Website, and location information to find a matching account.

After a record goes through the match process, it will either be merged with an existing person record that already exists in the CDP or a new contact record will be created. If the lead is determined to belong to an account that does not already exist in the CDP a new account record will be created. 

Each time a record is synced to the CDP, it will go through the match process and paired with an account. Which account a lead matches to can change over time if the information used for match changes. 

What does Rev.Up do when it merges to person records together? How does it determine which information to keep? 

When Rev.Up finds two person records that match, it will use the priority settings to determine which information to keep. 

When does Rev.Up match leads to accounts?

Each time a record is synced to the CDP, it will go through the match process and paired with an account. Which account a lead matches to can change over time if the information used for match changes. 

Why isn't a specific lead matched?

Sometimes Rev.Up does not have enough information to match a lead to an account that exists in the CDP and cannot make a match to the D&B Data Cloud to create a new account. When this happens, the lead is considered an orphan. Orphan leads exist in a state of limbo and can be downloaded for investigation and data clean up, but they cannot be used in segmentation or be included in campaigns. 

You can view the number of orphaned records, but clicking on the data import icon. 

*Note: Showing the number if orphaned contacts is not yet available in the new self serve data import UI.