Breakthrough in Atlantis Dedupe Process

User Rating: / 2
PoorBest 

As you know, cleansing duplicate data is a critical part of the direct mail process.  This is accomplished by matching the "digital fingerprints" of the data to determine if it's duplicated.  There are many ways to do this and over the years we have tried dozens of key match tests and all have their strengths and weaknesses.

Using this Soundex function, Thomas matches Thomaas, Smith matches Smythe and so on. As long as 99% of the elements of the address are the same, these names are marked as matching and get deduped out appropriately. Unfortunately, sometimes the match is close, but not close enough for the computer to post a match to the customer database. Something more has been needed.

New Artificially Intelligent Fuzzy Logic Name Match Function

Over the last year, we’ve been working on a new function that uses artificial intelligence and fuzzy logic routines to help test words from names and addresses.  Using this new function, we have been able to make matches of addresses like: BAUMGAERTLI 4 and BAUMG RTLI 4.  This new function will also work with Japanese Kanji names and addresses extremely well.

This will take our deduping and matching functions light years ahead. We will be implementing these functions in every aspect of our database work starting with merge/purge, and customer matching functions from data entry.

One place this will be welcomed is the Unresolved Viewer. As you might know, the computer applies several match keys to a name and when it is closer than a certain percentage, but not up to 99%, the name is kicked out to be resolved by human effort in the Unresolved Viewer. We have performed tests of this new Fuzzy Logic Match function and found that over 90% of names that used to end up in the unresolved viewer will now be matched appropriately into the customer database, and will reduce the time needed by your team to go through the Unresolved Viewer in the future significantly!

We will continue to improve our systems and come up with new ways to make things work better and try our best to save you time and money with your direct mail campaigns.  Stay tuned for more improvements over the upcoming weeks.