The flexible bureau deduplication service can identify duplicate records within a single database or across up to 15 separate files of business or consumer names and addresses.

Employing complex routines and ‘fuzzy matching’ techniques, deduplication works effectively at individual, surname, business, household or property level; recognising titles, honours and standard business identifiers, as well as mis-spelt and phonetic matches. Output actions and the degree of match required to identify a duplicate can be adapted to the user’s requirements and a hierarchy established to define a master file.

To achieve the highest number of unique customer records, address standardisation using the Royal Mail PAF file is advised as an additional pre-process. Further bespoke normalisation for disparate or aged data, containing various abbreviations or non-standard data elements.

Designed to optimise data accuracy, reduce costs and improve campaign efficiency, deduplication will ensure that customers and prospects are not annoyed by repeated attempts to communicate the same message.