Enables locating and merging potential data record matches. Enables locating duplicates through the definition of matching strategies. Each strategy may include transformations, matching rules and scoring thresholds to implement fuzzy matches that match closely related data records that are not exact matches. Performing a search allows for narrowing down the records to a desired set on which to apply a given matching strategy. Merging is performed on the potential duplicates thus located to consolidate data and remove duplicates. By narrowing down the records to a closely related set via a search, merging is simplified to work on a small number of closely related records, thus simplifying the process. The total matching score obtained via execution of match strategies may be utilized to determine which potential record(s) to merge for example. May utilize past user input to provide intelligent inputs for rules, tokens, weights, fields, parameters or any other past user input.