Marketo Certified Expert Certification Practice Test

Which attribute does the System Smart List "Possible Duplicates" use by default?

1. ID

2. Full Name

3. Last Name

4. Email Address

The correct answer is: Email Address

The "Possible Duplicates" Smart List in Marketo primarily utilizes the Email Address attribute by default to identify duplicate records. This is because the email address is a unique identifier for individuals within the Marketo database and serves as the most reliable way to differentiate between leads. Given that each lead or contact is expected to have a unique email address, using it to check for duplicates ensures higher accuracy in identifying potential duplicates. Using the email address helps streamline the data management process, as duplicates based on email addresses can often lead to issues such as skewed analytics and ineffective marketing efforts. By focusing on this key identifier, Marketo facilitates more efficient lead management and targeting. Other attributes, like ID, Full Name, or Last Name, do not provide the same level of reliability as a unique email address since multiple persons can share common names or may change their names over time, while the email address remains a stable and specific identifier for each individual contact.