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October 1, 2025 · Last updated on November 4, 2025

Recipe: De-dupe Your Database

Recipe: De-dupe Your Database
# ticketing operations
# recipes for success

Makes: Clean, accurate audience data you can trust

Recipe: De-dupe Your Database
The Tomorrow’s Audience research by Indigo-Ltd and Spektrix shows that 54% of 2023 audiences were new, and that first-time attendees engage differently than returning ones.
This foundational recipe helps ensure your first-time audience data is accurate by removing duplicate records. Clean data gives you confidence when measuring audience loyalty, sending targeted communications, and avoiding over-messaging.

  • Access to Autotags, Normal Tags, and Customer Groups in Spektrix
  • Understanding of the “Potential duplicate” metric
  • Staff time to work through duplicate records

 Prep: 5 minutes Cook: 1–2 hours (over several weeks) Maintenance: 30 minutes per week

  • Accurately identify true first-time attendees
  • Prevent double-counting and spam risks
  • Improve CRM quality and staff confidence when viewing customer records

  • “Potential Duplicate” Metric: Identifies customer records that may be duplicates based on shared data
  • Autotags: Automatically applied tags that flag records for follow-up
  • Normal Tags: Manually applied labels, such as “Not a duplicate”
  • Customer Groups: Adds a visual marker in the sales interface for flagged records

  1. Create a Normal Tag called “Not a duplicate.”
  1. Set up an Autotag using the metric “Potential duplicate = true” and exclude records already tagged as “Not a duplicate.”
  1. Create a Customer Group that highlights customers with the “Potential duplicate” tag. This will show a coloured box in the sales interface.
  1. Train your team to apply the “Not a duplicate” tag to verified records. This automatically removes them from the flagged group.

  1. Use Advanced Search to find customer records with the “Potential duplicate” Autotag.
  1. Review each flagged record manually in the sales interface.
  1. If records are duplicates, merge them.
  1. If they are not, apply the “Not a duplicate” tag to clear the flag.
  1. Repeat this process regularly to clean up your database.

Add a weekly admin task to check for new potential duplicates. This helps ensure your data stays clean and accurate over time.

↗️How to find Potential Duplicates Detailed guidance on identifying and reviewing customer records flagged as potential duplicates in Spektrix.
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