Merge
& Purge
by Nat G. Bodian
A merge is to
combine two or more lists into a single list utilizing the same sequential
order. A purge is to identify and eliminate duplicate or undesirable items
from a file or unwanted names from a mailing list. The most common reason
for a direct marketer to run a merge and purge is to eliminate duplicate
names and addresses from an outside or rented list that already appear on
the house list. It is usually done by an outside service bureau, although
some large mailers have the capability to do it in-house. A merge and
purge produces two types of names: unique names and duplicate names. A
unique name is one that appears only once while the duplicate is found on
two or more lists. A duplicate name indicates a multiple buyer who has
bought from different companies, making them a better target since they
are more open to mail order offers.
(Taken
from Direct Marketing Rules of Thumb.)