Case Study: Essent N.V. reduces Marketo database duplicates with Chapman Bright and RingLead

How to keep database duplicates In check in marketo engage

Essent N.V., a major Dutch energy company, faced a significant challenge with unintended duplicate records in its Marketo Engage database. Over 16% of its records were duplicates, which distorted lead scoring, complicated audience targeting, and caused data inconsistencies. The company needed a scalable solution to clean its database while preserving important data from the intended duplicates that were part of its CRM integration. Essent turned to the vendor Chapman Bright to manage this process.

Chapman Bright implemented an automated deduplication solution using the Ringlead platform. They defined specific business rules to first resolve duplicates within separate data groups before matching across them, ensuring the correct master records were preserved. After the process was completed, Essent's duplicate rate was successfully reduced from over 16% to under 5%, which consisted only of the intended duplicates. This resulted in more consistent lead scoring and less error-prone audience selection for marketing campaigns.

Essent N.V.

Louk Haarhuis

Product Owner