AI/ML enabled solution for improving lead effectiveness for a major payment cards company


The client is a global leader in business payments with 800k+ merchants globally. Their sales & marketing team sources leads from multiple 3rd party firms throughout the year causing a lot of potential duplication in the consolidated lead database.

The client wanted an AI/ML-enabled Deduplication solution which process these leads with speed & accuracy, helping cut down the time-to-market drastically.


Tredence designed a completely “automated” & “scalable” solution within the client’s AWS environment.

  • Custom AI/ML algorithms were used to deduplicate millions of leads with high accuracy.
  • To ensure actionability, lead prioritization engine was built on top on Dedup engine.
  • The solution also tracks funnel movement enabling the business to course-correct outreach strategy.
  • Easy scalability is ensured through AWS components like EC2, EMR, RDS, S3 etc.

Key Benefits

  • Easy maintenance: Solution is completely automated and requires minimal manual touchpoints.
  • Future proof: Any new data source can be incorporated using universal input formats.


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Lead processing time has now been significantly reduced from earlier 1-2 months to few hours.

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