Iowa wanted to use its data to find revenue, but its customer profiles weren't accurate enough to act on. A season-ticket holder who also donated and bought merch showed up as several unconnected accounts across ticketing, donor, and foundation systems, none of which knew they were the same person.
Deduplicating by hand takes too much time, and it doesn't hold. New duplicates appear the second the next batch of data syncs, so accuracy drops over time. Every count, audience, and renewal list reflects those same errors. So a campaign built on that data reaches the same fan twice under two different accounts and misses other people entirely. No one downstream knows which numbers to trust.
Iowa turned to Equipe to link every record to the fan behind it. In just days, 940,000 records resolved into 800,000 Golden Records, 140,000 duplicates were found and merged with their giving and ticketing history intact, and the records keep updating as new data lands.
Check out how they did it.
