Deduplication

The Short Answer

Deduplication identifies and merges duplicate records within a database that represent the same person or household, even when the records were entered inconsistently (different name spellings, an old address, a nickname). Removing duplicates prevents redundant outreach, keeps reporting accurate, and reduces wasted spend on contacting the same person twice.

How It Works

A deduplication process compares records on more than just an exact match: it accounts for name variants, nicknames, old addresses, and formatting differences to identify records that likely represent the same person, then merges them.

Why It Matters

Duplicate records inflate list counts, cause redundant outreach to the same person, and skew any reporting built on top of the database. Deduplication is usually the first step in any broader hygiene pass.

Read the guide