How to Avoid Duplicates in Your Database
Address records that appear multiple times in databases are called duplicates. The generated records are similar or identical. A duplicate is thus recorded and stored multiple times in databases, but due to different spellings or different email addresses, this is initially not recognized during the check for identical content.
Formation of Duplicates
A duplicate arises from multiple address entries or address changes. Additionally, lists that are maintained in parallel by different employees can also be the cause of a duplicate. Another risk for the creation of duplicates also arises, for example, from corporate acquisitions. For example, if an online store for women’s fashion acquires another online store that also markets women’s fashion, both stores may target the same target group. At this point, it is important to compare both databases against each other so that potential duplicates can be filtered out.
Benefits of Duplicate Matching
Duplicates generate higher costs, and unnecessary mailings further burden the advertising budget. They also often lead to the frustration of customers who are contacted multiple times. To avoid duplicates, we offer a duplicate check before sending out a mailing. This offers the following benefits for you:
- Cost savings
- Higher customer satisfaction
- Better company image with your customers
- Higher response rates in your marketing campaigns
A well-maintained database should have the highest priority in every company. It forms the foundation for successful customer acquisition and helps you retain existing customers in the long term.
Duplicate Matching Using Algorithms
Especially with a large number of records or when merging data from different systems, specific algorithms help to detect duplicates and then clean them. Using certain procedures, it is filtered out which address should be retained and which should be removed. For example, software can recognize different spellings of a name (“Meyer” and “Mayer”) and correct phonetic differences. During the matching process, priorities can be set to determine which duplicate is considered more valuable and should be retained.
Your Contact for Data Matching
In addition to removing duplicates, we can also match your lists against all types of block lists, such as the Robinson list, and create a completely cleaned, unique address database. Learn more about data matching.
Or you can directly contact Fabian Siebert, our data specialist (siebert@trebbau.com, Tel.: 0221/37646 – 624). He will show you how reducing duplicates or using other matching systems can keep your database up to date and lower your advertising costs for your next mailing campaign.