The new European Union’s regulation on data protection (GDPR) will likely cause important disruption for all the business that store customer data. Today’s post will discuss the importance of data matching in the context of GDPR.

The new ruling is going to be enforced on 25th of May, which means that you have less than two months to make the required changes to protect your business from important fines. It is important to note that the fines could reach 4% of your yearly turnover or 20 million EUR.

Since almost all companies rely on email to communicate with their customers, we will pay a special attention to discuss how marketing campaigns are affected by GDPR.

How are my marketing campaigns affected?

One of the most significant changes introduced by GDPR is that you are required to ask for explicit permission in order use one’s e-mail address for your marketing campaigns. Also, it is essential to record and store the date, channel and the exact statement of the customer.

Since businesses are using several channels to interact with their customers this is not exactly an easy job. Hence, in order to prepare your data to successfully comply with GDPR, you will have to create and maintain a single customer view (“SCV”).

SCV is the location where you store your data about each and every customer. But, in order to build an SCV,  you must first perform data matching on your databases.

Data matching and GDPR

Duplicate data has always caused problems for email marketers and now, with the introduction of GDPR, these problems are more stringent.

Let’s consider a simple example of how duplicated data can prevent you to adhere to the new GDPR requirements.

Suppose you have a customer called John Smith and he used your website to buy some of your products. While doing so, he registered with his full name, email, and phone number.

A few months later, the same client uses the mobile app to subscribe to your mailing list. This time, he typed ‘Jon’ as the first name and provided his email address together with his home address.

A few other weeks later, John Smith asks for access to his personal data. You search your CRM system and inform him that you store his full name, email, and phone number. Unfortunately, as we have seen, this is not exactly true. And you send him a flyer to his home address.

Now your customer is angry and you are breaking the GPDR regulation.

This is just one example out of the multitude of possible scenarios. The point is that, in order to comply with the new GDPR requirements, your must perform data matching on your databases. Also, your data must be cleaned and de-duplicated, as a first step in building your SCV.


WinPure Clean & Match is the perfect tool for cleaning, matching, correcting your data. You can use it on all kinds of data like mailing lists, spreadsheets, CRMs, databases and so on.

Our data matching engine uses an in-memory architecture and is several times faster than its competitors.

Moreover, its modern design allows it to scale across multiple CPUs and to process high volumes of data with the greatest efficiency. Also, WinPure Clean & Match relies on a complex fuzzy matching algorithm to identify the most true matches and least false matches.

WinPure, with its award-winning data matching algorithm, will provide you the means to make sure that your email campaigns fully comply with GDPR requirements.

Click here to find more information about our GDPR solution.

By Andrei Popescu | April 4th, 2018 | Posted in Data Matching

About Andrei Popescu

Andrei is a detail-oriented writer and enjoys the process of researching and learning new things all data quality.

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