Why do you need merge/purge?

As time goes by, your database will gradually become less effective because it accumulates errors and mistakes. As people move and their addresses change, the old data starts to pile up.  Duplicate information can creep into a file, and keying errors can produce undeliverable records. Factor in adding purchased lists to your database, and the number of  problems that can occur grows even higher. Infinite Gravity has developed merge/purge systems specifically designed to correct these problems -- and save you money.

Our systems match records despite variations in character transpositions, abbreviations, and other common keying errors. We can look at non-address data to match many records even though people may have moved, or where address data has been entered incorrectly.

Remember: If you maintain a database, you need our Merge/Purge systems. The quality of your database depends on the preparation in building it.

Capabilities

We offer three type of merge/purge systems: our Standard merge/purge, our Reference-Based merge/purge, and our Full Buyer History. Each is based on the same core technology, but with increasing power and capabilities.

Standard Merge/Purge

All of our merge/purge systems have a core set of features, which we refer to as our Standard Merge/Purge. These are:

• Allows for misspellings in the first and last name fields. For example 'McDonald','MacDonald', 'McDonlad' will all match.

• Matches most nicknames and name variants (Richard - Dick; Bob - Robert, Margaret - Peggy)

• You choice of matching on full first name; first name or initial; family name only; or name independence.

• Optionally performs Surname Spelling Correction (part of our data accuracy services) during the merge, to improve duplicate detection and data accuracy.

Pricing is based number of records in, and the number of 'net' names out, plus a nominal file loading charge.

Reference-Based Merge/Purge

Our reference-based merge provides even better performance, but has certain requirements on a going-forward basis, namely the need for us to maintain the reference data on an on-going basis. It offers the same capabilities as the Standard merge/purge listed above, plus:

• Makes use of non-address information and other data to match some people even when they've moved.

• Is able to allow for last name changes due to marriage.

• Eliminates the vast majority of the cleanup you are currently doing.

• Also maintains the original historical data for every record.

• Works best with many source records; repeat buyers, multiple donor lists, etc.

• Optionally performs Surname Spelling Correction (part of our data accuracy services) during the merge, to improve duplicate detection and data accuracy.

Pricing is based on the number of 'master' records in, the number of 'net' names out, plus a nominal file loading charge. In addition, an annual fee is charged for storage and maintenance of the database. This is based upon the total number of records in the database.

The historical data provides the unsurpassed ability to match records from older files (such as donor lists), because it links the history of people as they move, or as other data changes. For example:

1995 - Mary Smith, 123 Main Street, Tel: 612-1234
1996 - M. Smith, 123 Main Street, Tel: 555-1212
1997 - Mary Smith, 678 Parklane Ave, Tel: 555-1212
1998 - Mary Jones, 678 Parklane Ave, Tel: 555-1212      <--- current data

Now assume you have a purchased mailing list that contains the 1995 data for Mary; without the historical data to match against, you will be adding a new record with an outdated address. 

Use your own data as a reference

One of the key reasons to consider our Reference-Based matching is that it uses your own data to assist in the correction. Typical merge/purge operations of the past simply threw away records that matched some criteria. But they also threw out other potentially valuable data -- data that could help you later. It's our firm opinion that you if you have a data, it should be kept in some form of historical database.

Using our reference-based merge will save you money.

Full Buyer History

A full buyer history involves the set-up of a database to record the historical purchase information of every one of your buyers (or donors, members, etc). Depending on your needs, you might keep track of how much money was spent or donated, when, and why. In our typical use, we keep track of the following information, in addition to the name & address used for every order:

• data source (which campaign, or which file)

• date purchased

• number of items purchased

• amount paid

• sales location

• sales source (e.g., 'how did you hear about the campaign/promotion/etc')

• payment type (cash/cheque/Visa/MasterCard/etc)

This provides a rich source of data which is summarized on the master records as follows:

• first data source (which campaign first purchased)

• last data source (more recent campaign purchased)

• lifetime number of items (tickets, etc) bought

• lifetime amount spent

• lifetime campaigns purchased in

In our work with Mega Lotteries, we performed extensive data analysis and research of the historical data, and developed a proprietary technique to provide projected responses rates for a given set of buyer data. It works so well that we wrote a couple of articles about the topic that were published in Canadian Fundraiser:

    "Treat your raffle buyers like donors", Richard Vandenberg, July 1998: http://www.charityvillage.com/charityvillage/research/rgam14.html

    "Ticket raffles: Experience Rating", Richard Vandenberg, 1998: http://www.vansys.com/research/experience_rating_1.html

 Similar techniques can be applied to donation histories and other regular campaigns or promotions to help find your core buyers.
 

Please contact us toll-free at 1-877-461-4437 for more information or for an estimate.