Definition of the Week: Heuristic Matching

data hygiene

Heuristic is not a word to shy away from. According to the Merriam-Webster Science Dictionary, it simply means using experience to learn and improve, and in that way it’s one of the most commonplace experiences of both life and technology.

Test and Learn methods of solving problems are intrinsic to the human condition. They teach us that fire burns, lions should be avoided, and puzzles can be solved. More germane to Redpoint’s customers, we are able to build heuristic matching rules, such as testing an individual customer against an equivalent record, into our Convergent Marketing Platform™. With them, our customers are able to prevent duplication, make connections, and identify matches to bring together databases of thousands of names and addresses, unifying their communications with their own audience.

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