PURA – Online Data Cleanse

Pura Online Data Cleanse

The UK population changes all the time. Your data should change with it.
Pura Online is Edit’s data cleanse solution and offers you a quick and easy way to keep on top of your data, and to save wasted money on inefficient marketing campaigns.

What is Pura Online?

Change is constant – and your data needs to adapt. Every year in the UK, 7.5 million people move home and 500,000 people pass away. Pura Online is our self-service data processing portal that puts you in complete control of our powerful bureau service for gone away suppression, deceased suppression, and preference service suppression. It’s all accessible from your browser – no download required.

Why choose Pura Online?

  • Data security – There’s two-factor authentication on login, and we’re ISO accredited for information security.
  • Ease of use – Pura Online was built with the user in mind: the portal is intuitive, clean, and simple to use.
  • Always on – It’s a 24/7 service. Get data last thing at night or first thing in the morning.
  • Unrivalled access – Pura Online utilises virtually all of Edit’s 20 suppression products, containing over 500 million records.

How does Pura Online work?

Pura Online is a solution created by Edit that allows the automated cleansing of small name and address data files. Simply upload and select from a variety of cleansing options, including deduplication and obscenity screening for comparison against our suppression sources.

Once uploaded, the data is standardised and then compared with the chosen suppression lists. If a match is found, the record is flagged for you to remove.

Once complete, the data is written to disk and encrypted. You’ll be emailed with your own unique password and can then log on to download the result. Simple.

ISO, GDPR and trust


The Pura online data cleanse suite has been designed to ensure it is cost effective for our users, each component part of a cleanse is clearly broken down with no hidden cost. Simply select the processes that you require through our intuitive GUI and away you go. All costs are clearly laid out in your user profile-sign up to find out more.


All our users can rest assured their data is in safe hands. Edit are an ISO 27001:2013 and Cyber Essentials certified business and have been for a number of years, all our Pura solutions are hosted within this mature framework with all data processed within the Edit infrastructure.


Cleaning your data has many benefits and is key to driving its performance. One of the key benefits, over and above performance, is compliance with the 4th principal of the UK’s data protection act. This is nothing new, the 4th principle states that you must keep your data accurate and up to date and has done since the mid-1990s. GDPR has brought this into sharp focus and a good data management program will help you comply with this principle.


Edit has a long history of working with data on behalf of clients, building robust solutions that are hosted securely and managed by our highly skilled and knowledgeable teams. Pura is a part of this heritage, for many years both our teams and our solutions have developed and matured side by side.

Pura is brought to market through our online, managed and API services, each taking advantage of the technology & teams sat behind them to offer a service that is second to none.

Free Data Audit

We understand it can be difficult to build a business case for integrating data cleanse into your marketing plans. There are many factors that will have an impact on what a cleanse might cost, making it challenging to estimate with any degree of confidence. Being unable to estimate the cost means understanding the ROI is also near impossible, fuelling a viscous circle which ultimately means your data is not realising its potential.

Our data audit service is available through Pura Online, enabling users to push data through a cleanse routine to understand what their data looks like and the associated costs of cleaning it.

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