Marketo Certified Expert Certification Practice Test

On what attribute does Marketo automatically de-duplicate records?

1. Email address

2. First name/last name

3. Inferred company

4. Country of origin

The correct answer is: Email address

Marketo automatically de-duplicates records based on the email address attribute. This means that if there are multiple records with the same email address in the Marketo database, the platform will treat them as one single record to ensure data integrity and avoid confusion in lead management. Email addresses are unique identifiers for individuals in digital marketing; thus, they play a critical role in tracking engagement, sending communications, and managing interactions. By focusing on email addresses, Marketo can effectively streamline its database and ensure that actions taken on leads are directed towards the correct, singular record. De-duplicating based on other attributes, such as first name/last name, inferred company, or country of origin, would not be as effective, as these attributes may not be unique to a single individual. For instance, many individuals could share the same first and last names, belong to the same inferred company, or come from the same country. Hence, relying on these attributes could potentially lead to a larger number of duplicates and confusion within the system.