Deduplication, matching and enrichment
With the help of Loqate’s global address database and Address Verify solution, Clean & Match supports the aggregation, organization and cleanliness of Green Vues’ data and makes it more valuable to their customers.
“Once we identify an address through reverse geocoding, we now have access to hundreds upon hundreds of different data elements. That information tells us everything we need to know about the customer—demographics, financials, property profile, and other characteristics that we can take back to our clients to define which of their customers offer the best opportunities,” says David.
With reverse geocoding, coordinates are run through Loqate’s Verify tool where they are parsed, matched against their global database for formatting in the correct address structure, enriched (for example, adding U.S. County or U.K. Dependent Locality), and standardized to create the most complete and accurate address record. Using advanced fuzzy matching and data deduplication, WinPure then identifies duplicate records, either removing duplicates from the source or exporting the duplicates list as a separate file. This leaves Green Vues with the highest quality customer data to underpin their persona profiles, predictive models and targeting algorithms.
“Addresses are almost always used in the linkage and the matching process" says Benjamin Cutler, Sales & Customer Operations Leader at WinPure. "The address parts are primary attributes used for our kind of work, so when you’re trying to match a person, company, or product, you’re using address data as a way to discover those relationships. Trying to match a city or a state when the field is blank, incomplete or unstandardized can cause downstream problems. With the Loqate solution, we can take address data, essentially in any format, and quickly make it much more useful.”