Introduction to Best Match Account functionality and rules for fuzzy matching

Fullcast Best Matched Account helps in matching the right Leads to the right GTM accounts and thus resulting in effective sales planning. When a lead enters a system, it is essential to check it with already existing accounts to eliminate all invalid leads. 

The following fields are usually compared to filter out the leads. 

Overview of BMA functionality

1. Our matching process begins by deciding on which fields and which appropriate criteria to compare the leads and accounts to fetch a Best Match Account.
2. Once that is decided, create a fullcast policy rule in the Salesforce environment.
3. Next, enable the trigger flags or set up a Flow/Process Builder to call into the BMA functionality.
4. The Best Matched Account, if found, will be displayed in the BMA field available in Lead details when the lead details are created or updated. 

Review this article to learn the step-by-step process of how Best Match Account Functionality works in fullcast.

Overview of BMA functionality with Fuzzy Logic

1. When you are unsure about the data fields, it is ideal to choose fuzzy logic criteria.
2. When using fuzzy logic, it is a must to configure standard duplicate rules and matching rules in Salesforce along with the other two steps mentioned above for BMA functionality.

Review this Salesforce article, Standard Account Matching rule, to get an understanding of how the matching keys are formulated in Salesforce. 

For the step-by-step process of how Best Matched Account Functionality with Fuzzy Logic works in Fullcast follow the link.

General rules for fuzzy matching

When the names match exactly, without even considering the other data fields, fullcast will fetch BMA.

When the names do not match exactly but do to some extent, there is a close match between the names, and there are no other supporting data fields that match, then fullcast will not retrieve BMA. 

When the names don't match exactly but the websites, phone numbers, or addresses match exactly, then we retrieve BMA through fuzzy logic.

With Fuzzy logic, when there is no exact match with the names but a close match between the names, one more data field match is considered important to retrieve BMA. When there is a close match between the names, the next criteria is considered. Following the name,  Website field match is considered the strongest field to fetch BMA as in most leads the phone number and address are not provided. 

Also when the names are entirely different, but when the website matches, we don't fetch BMA. 

The other common rules that are considered while fuzzy matching are:

1. All the company name suffixes like Incorporation, Corporation, and Ltd., are all normalized before comparing the name fields. So Fedex Inc. and Fedex are considered the same. 
2. Acronym company names are also recognized when there is a website match. IBM and International Business Machines can be identified as the best match. 
3. Close company name match is also not recognized as the best match with public email domains like Gmail or hotmail.com  
4. To some extent, fuzzy logic can recognize parent and subsidiary companies. For example, Instagram and Facebook will be recognized as a best match. 

Fullcast gives the flexibility of ignoring BMA while routing and also Fullcast version 2.166 allows considering only certain customized duplicate records which makes filtering records easier. Use the below links for more information on BMA:

1. How Does Best Match Account work?
2. Best Match Account Functionality with Fuzzy Logic