Very good description of the process of name and address matching and a compendium of some useful data hygiene tips .
Enjoy the opening paragraph: ” Name and address matching plays a central role in database marketing. The consequences of any mistakes can be serious, yet few take the time to learn about the intricacies of this dry subject. Not convinced? Back in in 2007, The Prudential mistakenly merged the records of two customers who shared the same first name, surname and date of birth. It took three years to rectify its error despite being alerted to the problem multiple times. The result? A £50,000 fine and a public shaming by the ICO.”
For our non-UK readers, the ICO is the Information Commissioner’s Office, which is in charge of enforcement of the data protection laws.