The advantages of merge/purge

Merge/purge is a term that is frequently used by direct marketers that is not really understood and even underused. The fact is that direct marketers can benefit immensely from understanding its numerous specialized features and the manner, in which customized merge/purge can benefit them in making their data achieve virtually any goal.

Merge/purge is much more than joining two databases to eliminate duplicate data.

Bespoke merge/purge is essential to ensure maximum marketing effectiveness which ranges from targeting to relevance, response to ROI (return on investment), from prospects to customer loyalty. Any marketer who understands this and utilises the numerous customised data processing methods that save money and time. The process has

When working with merge purge at a project level it involves the use of a well trained data expert who has a good knowledge of databases and the files. It needs a thorough knowledge of understanding the main differences and subtleties that are involved in the varied applications of merge/purge that ensure that expected results are accomplished.

Merge/purge on the whole involves three basic processes:

v  Using merge/purge helps to combine files and eliminate any duplicates.

v  The use of suppression method utilises the main processing file that eliminates duplicates using a single file or more that contains the relevant data that must be suppressed.

v  In merge/purge an intersection process is utilised that helps to locate records which appear on multiple files. It searches for common records to be found on two or more files which are retained and the rest are purged.

As a norm every merge purge process helps to compare various database files and search for those fields which contain matching information like the name, ZIP address, phone number and classification code or any type of data that repeats. There are many options to use these procedures.  Customised data processing processes involve multiple merge/purge techniques on any sets of data.

The benefit of suing specific merge/purge among other bespoke data processing procedures offers marketers an opportunity to mix and match databases which help to create  unique files as per the requirements of their marketing  campaigns.

When we use a customized merge/purge process termed as "gathering," it helps to identify best of both lists and gives the end user a one of a kind file that is targeted and better than the data present in both files together.

In this one list may contain a home contact number, while another has a business number, the other an address and a post office box. Using standard suppression or merge/purge any of those records is considered to be a duplicate and would have been removed. 

That is where gathering helps to gather complete information from both lists and combine them in a single unique record that offers a detailed structure of a business or entity.

The use of a merge/purge process that is referred to as "stacking key codes" is effectively used to identify the best possibilities of a marketing campaign. 

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