Matching - Tagging Overview & Guide

Contents:

• Overview
• Definitions
• Tagging Preview
• Tagging Settings
• General Settings
• Lead-to-Account Matching
• Preserve Manual Updates
• Tiebreakers Page
• Lead Segmentation
• Matched Account Filters
• Matched Account Tie-Break Prioritization Rules
• Advanced Tab
• Account Field Tagging Triggers
• Tagging Logs
• Matching Settings
• Domain Only Matching
• Routing Match Limits
• Mapped Account Fields
• One-Time Tagging

Overview

Throughout this guide you will learn how to set up additional Tagging Fields, utilize Tie-Breakers, manage settings for Domain Only Matching, along with how to run a One-Time Tagging job.

Definitions

• Tagging
  • Populating Lead Fields with values from a Matched Account.

• Tie-Breakers
  • Rules to prioritize a match between two or more Matched Accounts.

Tagging Preview

Use this tool to see how a Lead matches to Account(s) using your defined Tie-Breaker rules. The Tagging Preview will determine if there is a potential match between the Account and Lead and provide feedback as to why the Account was qualified as a match. 

Checking Matches

Once inside the Tagging Preview, enter a Lead ID into the text box. After you have entered the Lead ID, click the Preview Matches’ button.

Once you click ‘Check Matches’ LeanData will populate information in a layout with three key elements:

Lead: The Lead section displays the field data from the Lead you are checking.

Path: This section shows the potential Matched Accounts for the Lead ID along with LeanData’s chosen Matched Account. If LeanData detects multiple Matched Accounts the Tie-Breaker settings will be utilized to find the chosen Matched Account. The highlighted links will navigate you to the Matched Account record.

Outcome: If LeanData finds a Matched Account, information from the Account will be populated here.

Tagging Settings

LeanData’s Tagging Settings allow you to configure rules that our algorithm will take into consideration when trying to determine the best match possible before proceeding to tag a Lead with the Account level information. Once enabled, LeanData Matching automatically matches Leads to Accounts and tags them with Matched Account information.

For further context, Tagging Tie-Breakers will only come into play when a Lead matches with multiple Accounts. In this case, the Tie-Breakers would factor in to evaluate all potential matches, in descending order, according to the criteria in place to break the tie and choose the best possible match.

You can access the Tagging Tie-Breakers section on the LeanData Dashboard, by clicking on the “Matching” section then the “Tagging Settings” section.

General Settings

The General Settings tab opens when you select Tagging Settings on the side menu. This tab has settings which can help you customize your Tagging, along with the ability to disable Matching.

Lead-to-Account Matching

Lead-to-Account Tagging allows you to toggle Off/On. When Lead-to-Account Tagging is On LeanData will Tag Lead Fields with Matched Account Field values. If this setting is Off, LeanData will not tag Leads with Matched Account information. The only way to utilize the Tagging feature when this setting is Off is by running a One Time Tagging job.

Preserve Manual Updates

You will find two settings under the Preserve Manual Updates section. Continuous Tagging and One-Time Tagging. Continuous Tagging is running in sync with LeanData’s batch processing time while One-Time Matching is only utilized when you initiate a One-Time Tagging job.

Preserving Manual Updates for Continuous Tagging will preserve any values that are manually updated in your Reporting Matched Account and Mapped Account Fields. This can be useful if people are inputting manual values for these fields and wish to prevent LeanData from overwriting these values as we continuously update the matches.

One-Time Matching is utilized when you run a One-Time Tagging job under the Advanced Settings. Preserving manual updates for One-Time Matching will preserve any values that are manually updated in your Mapped Account Fields if you ever run a One-Time Tagging job. This can be useful if people are inputting manual values for these fields and wish to prevent LeanData from overwriting these values during any One-Time Tagging jobs.

Tiebreakers

The Tiebreakers tab holds the settings for Lead Segmentation, Filters, and Tiebreakers.

Lead Segmentation

The Lead Segmentation settings are used when you want to have separate Filters and Tiebreakers for different sets of Leads.

When using Lead Segmentation you have one default set of Filters and Tiebreakers that can be edited. You can add as many additional Lead Segments as needed.

For example, Mel, the LeanData admin for Express Logistics and Transport, created two Segments; one for the US and one for the UK. Each Segment can have its own custom set of Filters and Tiebreakers.

Clicking on the Add Lead Segment button will allow you to create additional Segments. In this example we chose to add a new Segment for Canada. We can also define the Tiebreaker Set rules we want to use for this Segment. 

Each segment can have their own customized Filters and Tiebreakers.

Matched Account Filters

By default, LeanData will consider all Accounts when matching. If you would like to filter out certain Accounts from consideration, click on Advanced Settings at the bottom of the Tiebreakers page and check the “Enable Account Filtering” box.

You can then define the criteria by which you want to include Accounts for consideration in matching, or alternatively, the criteria by which you want to exclude Accounts from consideration in the matching process.

You can combine multiple conditions to create your filters.

In our example, we are excluding Accounts that have an Account Status of inactive (Active = No). This ensures that we will not match the Lead record to an Inactive Account. 

Value/Field

The Value/Field selector lets you choose between filtering for a value in a field on the Account record and comparing a field on the Account record with a field on the routed Lead record.

When using Value, you are looking for a specific value in a field on the Account record. For example, if you wanted to filter for Active Accounts, you could select the Active Field, set the Operator to Equals, and select either Yes or No from the Value pull-down menu.

When using Field, you are comparing the value of a field on the Account record with a field on the routed Lead record. For example, if your goal is to compare the industry field on the Account record to the Industry field on the routed Lead record, you could select Industry from both the Matched Account Field and the Lead field. Setting the Operator to Equals ensures that the Logic rule will look for the same industry on the Account and Lead records. The label above the Value field will change to Lead Field.

For each condition you add, you will see:

• Field: The Field selector will give you a list of all the fields on the Account record that you are filtering.
• Operator: The Operator gives you a condition to apply to the field for the decision. (Example: Contains, does not contain, starts with, is null, etc). The values in the Operator selection change depending on the field selected.
• Value/Field: The Value is the value you are evaluating against in your selected field. This is typically a pull-down menu of possible values. If you select Field for Value/Field, you will see Lead Field as the label and the field will be a pull-down of fields on the routed Lead record.

You can add as many conditions as needed to create the desired Filters. 

Matched Account Tie-Break Prioritization Rules 

The picture below shows the default, “out of the box” Tie-Breaker criteria rules that come with the installation of LeanData. Tie-Breakers are rules that are used to prioritize the best possible Account match when more than one potential match exists. You can drag and drop the rules to change the prioritization order by clicking on the four arrow cross that is located on the left side of the criteria list. You can also delete criteria by clicking on the minus symbol on the right side of the listed criteria. 

You can add new rules by clicking the “Create Rule” button and then choosing one of the Logic, SOQL, or Min/Max templates to add the rules you’d like to account for. 

Adding New Rules:

If you choose to add a custom Tie-Breaker Prioritization Rule, click New Rule. There are three rule types; LOGIC, SOQL, MIN MAX.

LOGIC - When configuring a new logic rule, you can use a Field or Field Value from the matched account level. This works the same as adding Filters

SOQL - You can use a SOQL (Salesforce Object Query Language) string here. More Info

MIN MAX - The field you are choosing is the account level field. Set the Operator to either Min or Max. Min meaning the lowest possible value and max being the highest. For Date and Time fields, Min equals the oldest date and Max equals the newest date. When applied to time MIN is the oldest time and MAX is the most recent or further into the future.

For example, Mel the LeanData Admin wants to build a tiebreaker rule that will look for the Account with the Min (oldest) created Date. She sets the Account Created Date to MIN to ensure the tiebreaker looks for the oldest account that matches.

After making the changes be sure to click “Save Settings”

The Tie-Breaker Prioritization of filters allows you to decide which Leads you would like to Tag and which Accounts you would like to Match against. However, a majority of our clients do not set up Lead or Account filters in order to get the highest Match Rate possible. 

Please Note: To extend the capabilities of tiebreakers, LeanData incorporates some additional fuzzy matching capabilities if you use the following tiebreakers:

• Website EQUALS Website - This will compare Account and Lead Domains
  • Use Website STARTS WITH Website if you need to strictly compare only the Website fields
• Company EQUALS Account Name - this will do a fuzzy comparison between the Lead’s Company and the Account Name, instead of a strict comparison
• Street Address EQUALS Billing Address - this will do a fuzzy comparison between the Lead’s Street Address and the Account’s Billing Street Address instead of a strict text comparison.

Advanced Tab

The Advanced tab holds the Account Field Tagging Triggers.

Account Field Tagging Triggers

LeanData Tagging ensures your Lead database remains tagged with the information on the most up to date matched Account. As relevant fields on your Accounts change, LeanData will re-evaluate and potentially update Tagged Accounts on your Leads to reflect the best matched Account according to the updated information on your Accounts.

The Account Field Tagging Triggers page will allow you to exclude certain Accounts fields from triggering LeanData re-evaluation. This can ensure that LeanData will only re-evaluate records on changes that are relevant for your organization, potentially reducing the overall number of processing jobs LeanData will execute.

To access the Account Fields Tagging Triggers page:

1. In the LeanData App, navigate to Matching > Tagging Settings > Advanced Tab.

By default, LeanData Tagging will trigger if any of the following fields are updated on an Account.

• Account Name
• Account Phone
• Billing Country
• Billing State/Province
• Billing Street
• Billing Zip Code
• Website

Additionally, LeanData Tagging will trigger if any fields that are referenced in your Tiebreakers or Filters are updated on an Account.

All of these Account fields will be listed on this page.

If you would like LeanData Tagging to re-evaluate matches on changes to any of these Account fields, you can select the All Fields option. This option will be selected by default.

If you would like to exclude certain Account fields from triggering LeanData Tagging, select Edit Fields. Then deselect the fields you wish to exclude by unchecking the boxes that correspond to the fields you wish to exclude.

Click Save Settings when you are finished.

Tagging Logs

The Tagging Logs feature will allow LeanData Admins to review the results of LeanData Tagging and understand why certain Accounts were matched or not matched. This includes understanding which Accounts may have been filtered or prioritized due to specific Tagging filters or tiebreakers. This allows admins to easily review Tagging logic and make corresponding adjustments to customize Tagging for their organization. 

The Tagging Logs will also enable admins to identify any records with Tagging failures for troubleshooting purposes.

To enable Tagging Logs, Navigate to the LeanData app, then Admin > Settings > Reporting.

In the Tagging Logs section toggle the Tagging Logs feature to On.

In the Tagging Log Retention setting, define the length of time that LeanData will keep Tagging Logs. Setting a longer retention time will ensure that Logs are kept longer before being discarded.

Note: LeanData Tagging Logs are stored in your Salesforce instance and will count against any storage limits you have, so please keep that in mind when deciding how long to keep your Tagging Logs.

To download Tagging Logs, In the Tagging Logs section, set a date range from which you would like to download logs using the Log Date Range setting. You will only be able to download logs that were generated within the Tagging Log Retention time frame.

Once you have defined your Log Date Range, click the Download Logs button and you will be able to save a CSV file containing Tagging Logs from that date range.

For more information, please see our Tagging Logs Guide.

Matching Settings

These settings determine how matched objects are selected, prioritized, or updated. 

Domain Only Matching

LeanData’s Fuzzy Matching Algorithm works by comparing several fields on the Lead vs. fields on Accounts in your Salesforce instance. Fields considered include Company/Account Name, Email, Website, Address and Phone Number. Some customers prefer to rely on Email domains for matching more heavily than the other fields mentioned. For these customers, the Domain

Matching options described here may be a good fit. ​In short, LeanData’s domain matching allows our algorithm to make a match by looking solely at the email domain on the lead and across potential matched accounts. This article will show you how to access, alter, and explain the Domain Matching settings.

Where can I access the Domain Only Matching settings?

To access Domain Only Matching please go to the LeanData app, click on the “Matching” section, then click into the “Match Settings” tab.

Once inside the Matching Settings, a screen displaying the settings for Domain Matching will appear. The main object on this page is the checkbox that allows you to configure Domain Matching. To turn on Domain Matching, click into the checkbox “Include Domain Matches”.

Once “Allow Domain Only Matching” is enabled, you will be presented with two options that will configure the settings of domain matching -- “Always Include” and “Fallback Only (Include ONLY IF no other matches are found)”. Below is an explanation of each setting.

Use as Fallback ( Only include if no other matches are found): ​This setting means that LeanData will include Lead-to-Account matches where there is a domain match ONLY if the LeanData’s algorithm doesn’t initially find matches using our standard algorithm. For example, if a lead is processed by LeanData’s matching and no potential account matches are found, it will then allow matches based solely on a domain match.

Always Include*: ​This means that LeanData’s Matching algorithm will always include matches where a domain is shared between a lead and potential matched accounts.

Please Note: Selecting the Always Include option can lead to low quality matching results.

Routing Match Limits

LeanData offers the ability to limit the amount of ‘Matched Records’ that return for a given Object. This is helpful to speed up the Matching Process which can help improve the overall processing time. By default, LeanData will pull in up to 1000 potential Matched Records before applying Tie-Breakers to narrow it down to the best Match. If there are more than 1000 potential Matches LeanData will Tie-Break among the 1000 records with the most recent modified date. 

Mapped Account Fields

Tagging refers to when a Lead Field becomes populated with information from a Matched Account. When a Lead is successfully matched to an Account by LeanData, that lead is tagged with Account Level information. The Account Level information that LeanData pulls onto the Lead is dictated by the Mapped Account Fields. 

LeanData provides a standard Field on your Leads named “Reporting Matched Account”. This Field is not viewable within the Mapped Account Fields.

In order to access the Mapped Account Fields section you must go to the LeanData app. Click the Matching section, Advanced Settings, and then click the Mapped Account Fields tab.

This will take you to a screen that shows the Mapped Account Fields, which you can see below.

Creating the new Field Mapping can be done by selecting the Account Field you want to Map from the picklist.

In the Lead Field Column, you can select the Field that you want to populate with the Account Field.

Click Add Mapping.

Please Note:  We recommend creating a new Lead Field in Salesforce to prevent data from being overwritten on the Lead. The Lead Field Type should match the Field Type of the Account Field from which the value will be mapped. In the example above, we mapped Annual Revenue from the Account to a new custom field, “Matched Account Annual Revenue”. Using a naming convention will make the mapped fields easier to select.

Once the Fields are selected, click the “Save Changes” button and then “Sync All Existing Matches” button to add the new row to your Mapped Account Fields that will be populated going forward.

By clicking the “Sync All Existing Matches” button, LeanData will kick off a job that will update all of the Mapped Accounts Fields on leads that have already been matched with the appropriate new information. This job will not make new matches, but simply update information based on existing matches.

The Mapped Account Fields and their values will be displayed on the Lead Record. Please note that if you have not already created a section for the Mapped Account Fields you must do so in order for them to display on the Lead Record. You can see an example of what this section could potentially look like below.

One-Time Tagging

LeanData’s One-Time tagging solution enables a user to run a One-Time Tagging Job which will match Leads to Accounts and populate Lead Fields with Matched Account Field Values.

Why would I use One-Time Tagging?

You may want to use One Time Tagging to match all of the existing leads in your system that were created before you installed LeanData. 

Also, if you updated the Tagging Tie-Breakers or filters, or changed any Matching Settings, you will have to run a One-Time Tagging job to ensure your matches reflect your new preferences.

How to use One-Time Tagging?

To access the one-time tagging section within the app, navigate to the matching section, click the advanced settings tab, and then click into the One-Time tagging section.

Once at the One-Time Tagging section, you can either upload a CSV file of record Ids, create a SOQL filter, or set a date range for the specific Leads that need to be re-tagged or you can select the entire database.

To set a date range, you can select the appropriate dates by clicking SOQL Filter and then setting the two date fields. To process the whole database, leave the date fields blank select the “Beginning of Time” option and “Current” circles selected above. 

The SOQL Filter option allows users to run a One-Time Tagging job for leads based on any criteria other than date, perhaps based on city or country. To use this option, you will need to write a SOQL query that addresses the criteria you’d like. Once one of these options is selected click the “Start One-Time Tagging” button.

After clicking the “Start One-Time Tagging” button, you will be prompted to confirm the tagging job with the date and query parameters selected above prior to initiating the tagging job. If everything looks as it should, click the “Yes, Start One-Time Tagging” button to begin the job.

You will be able to see the progress of the job as it completes on the same screen.

Understanding the progress and results of One-Time Tagging

There are a few data points that will be displayed as the tagging job processes.

Run Date: The date and time the One-Time Tagging job was initiated.

Start and End Date: The dates configured in your job parameters.

Source: Displays the criteria used in the SOQL Query.

User: The user who initiated the tagging job.

Completion Date: The date and time of when the One-Time Tagging job ended. This field is populated only once the job has finished processing.

Completion: The percentage at which your job is currently at as it nears completion.

Status: Details if the job is processing, on hold, failed, or completed.

Abort: Allows you to cancel the One-Time Tagging job. Please note that if you abort while the job is running that none of the tags that were processed will be finalized.

Once the Tagging Job has concluded, your Mapped Lead Fields will be updated with the current values.