Accurate data is imperative for an organization to conduct cost effective decision making, marketing promotions, mailings, database bloat impacting performance, storage and more. Like everything else, change is constant for your data. There is a need to cleanse and validate data when received and on a regular basis to not waste resources. Unfortunately, cleansing and validating data is difficult with the native SQL Server toolset. T-SQL, Integration Services, PowerShell and .NET all include a framework to validate strings, but significant programming logic is necessary. These technologies will not completely validate, cleanse, match and de-duplicate data. How do we leverage the SQL Server tool set to achieve these goals?