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Merge/Purge is offered as a service allowing you access to our experience, tools and techniques for solving the common yet difficult problem of identifying duplicate records.

When you need to combine information from multiple data sources or mailing lists it involves more than a simple data reformat. Duplicate records can appear in multiple sources and need to be properly identified and eliminated. Using our advanced matching techniques developed over the past 20 years we’re able to accurately identify these duplicate records that exist in your mailing list.

Often duplicate records contain valuable information that needs to be retained on the final surviving record. For example, let’s take a scenario where two records have the same name and address information. However one record also contains an e-mail address, while the other record contains a telephone number. We can create an output record that retains both of these valuable fields creating a “best” record. We refer to this process as a Master File Update.

 NameAddressCity, State ZIPPhoneE-mail
Record #1John Doe123 Main StAtlanta, GA 30303404-555-1212 
Record #2John Doe123 Main StAtlanta, GA 30303 jdoe@email.com
Best RecordJohn Doe123 Main StAtlanta, GA 30303404-555-1212jdoe@email.com

Our powerful Merge Purge software can also be used to increase your knowledge about your customers by calculating recency, frequency and monetary (RFM) information you are able to make better decisions on how best to market to your customers. This information can be used to create powerful marketing campaigns to target your best customers, newest customers, or inactive customers.

During a merge/purge we can also suppress records from appearing on the output file. Common uses include suppressing a list of current customers from a mail campaign targeting new customers. We can also suppress people who have registered with the DMA’s DMAchoice (Do Not Mail) program to remove people that have requested to be taken off certain mailing lists.

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M.V.P. Group, Inc.
3300 S. Fairview
Santa Ana, CA 92704