By Rachel Horowitz | June 4th, 2025 | Direct Mail, Blog
In the merge-purge process, assigning priority to certain lists determines which record is retained when duplicates are found across multiple sources. Prioritizing a specific list, such as a company's own In-house Database (Co-op), can have several implications:
In-house Database (Co-op) lists are often less expensive and may be prioritized to reduce costs. However, favoring these lists can lead to the exclusion of potentially more responsive names from other sources, potentially impacting the overall effectiveness of the campaign.
Consistently prioritizing a particular list can introduce bias, skewing the audience profile and possibly overlooking valuable segments present in other lists. This may result in a less diverse and potentially less effective outreach.
If a data company prioritizes its own In-house Database (Co-op) lists without clear communication, it may raise concerns about transparency and the objectivity of the merge process. Clients may question whether the prioritization serves their best interests or the company's.
To mitigate potential negative impacts, consider the following strategies:
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