The only de-duping tool that allows you to identify duplicates based on your own business rules. You select how to define a duplicate by setting up your own rules of identifying which record is going to be the surviving (master) record. StrategicDB's de-duping tool also normalizes fields such as: Website, Address and Company Name for better identification of duplicates. To ensure that the selected master record is the right choice among duplicates, our deduping tool is equipped with the confidence level feature. Your final file shows the confidence level of the selected duplicate. It also provides you with the data completeness score that helps with your master/merge selection.