Birmingham Hippodrome




Case Study

Renowned as one of the largest touring venues in the UK.

The Birmingham Hippodrome is a theatre situated on Hurst Street in the Chinese Quarter of Birmingham, England.  Run by a board of voluntary trustees, they are an independent charity with no revenue funding from public sources.

The Challenge

Birmingham Hippodrome required some advanced data cleansing software to help improve its marketing of ticket sales, particularly with helping to identify duplications and to help make the data look more professional. The popular venue selected the WinPure Clean & Match data cleansing software suite, which includes modules for identifying missing data, validating email addresses, correctly standardizing names and addresses, removing unwanted characters, deduplicating one or two lists using advanced ‘fuzzy matching‘ and merge/purge facilities.

WinPure’s award-winning Clean & Match will match records from Birmingham Hippodrome’s own database against records from other agencies that sell tickets, avoiding the sending of duplicate mail to customers and agencies. The software will also allow the Hippodrome to make overall improvements to the quality and appearance of its lists.

The Solution

laptop slide 2 main slider1After considering a few other possible alternatives,  Stephen Ebanks and his team chose WinPure™ Clean & Match, mainly due to its easy to use interface and fuzzy logic data matching.  It would therefore enable them to remove all duplications and clean their lists meaning the quality of their data would vastly improve before going out to their mailing house.

Using WinPure Clean and Match has now enabled Birmingham Hippodrome to create duplicate free mailings with professional looking name and address details, which has resulted in lower mailing costs and a better branding image.


  • Best-in-Class Data Matching – While undergoing the data matching process, users were also able to locate 30% more matches than with the more expensive and difficult to use software.
  • Avoided wasted direct marketing spend and upsetting customers by sending out duplicate mail.

WinPure Clean and Match is fantastic. Using this software to remove duplications and clean our lists means that the quality of our data is vastly improved before going to our mailing house, also helping to reduce costs. Also, being able to validate e-mail addresses means fewer returns via our bulk-mailing system, and the ability to change the text to title or lower case not only saves time but ensures our mailings look professional.

Stephen Ebanks

Information and Sales Manager

Industry Clients