Deduplication & Normalization at Scale
Every duplicate in your CRM is a voter who gets two mailers and thinks you can’t run a database, let alone a district.
Voter data deduplication uses fuzzy matching algorithms to identify and merge duplicate records across voter files, eliminating wasted outreach spend and improving CRM data fidelity for political campaigns operating at scale.
Why Your Voter File Is Dirtier Than You Think
Voter registration data is compiled by county clerks, not software engineers. Names are entered by hand. Addresses are abbreviated inconsistently. A voter who moved across town exists twice (once at the old address, once at the new) and your CRM treats both as real contacts.
Industry research consistently shows that 8-15% of records in a typical campaign voter file are duplicates. On a 50,000-record file, that’s 4,000-7,500 phantom contacts inflating your outreach numbers, wasting your mail budget, and corrupting your engagement metrics.
Beyond “Exact Match”
Most CRMs offer “deduplication” that checks for exact email or name matches. This catches maybe 20% of actual duplicates. The rest slip through because:
- “Robert Smith” and “Bob Smith” at the same address aren’t flagged
- “123 Main St” and “123 Main Street” are treated as different locations
- A voter registered under a maiden name and married name exists as two people
- Data entry errors like “Jhon” for “John” create invisible duplicates
Our deduplication engine uses Levenshtein distance scoring, phonetic matching (Soundex/Metaphone), and address normalization to catch the duplicates that exact-match logic misses entirely. Confidence scores let you auto-merge high-certainty matches while flagging edge cases for human review.
Clean Data Is a Competitive Advantage
When your data is clean, your metrics are real. Your door-knock rate reflects actual contacts, not phantom records. Your mail budget targets real humans, not database ghosts. Your engagement scoring models train on signal, not noise.
The campaigns that treat data hygiene as infrastructure, not a chore, are the ones operating with a fundamentally clearer picture of their electorate than everyone else in the race.