Deduping- Best practices

 One of the critical tools for maintaining clean data is de-duping. De duping is configurable on two objects Leads and Contacts. Account data is synched from CRMOD. You cannot add or delete accounts directly in ODM. In most cases de duping based on just email would work fine, unless you are importing lot of offline data for example with no emails. In such a scenario, adding de-duping rules based on name, company etc would be necessary. The system tries to match criteria 1, if no match is found then it goes to criteria 2 and so on. Our recommendation is to