Deduping - Best Practices

Hello -

We are coming out of a major campaign and need to clean/dedupe our housefile.

We have matched on exact email and exact address - seperatly - and were able to clean these up.

Does anyone have any suggested best practices for what fields we should match on next? We have the duplicate finder looking at "same name" which has brought up nearly 10,000 potential duplicates. But most of these are not actually duplicated.

I would like to hear from folks as to how deep you dive in your cleaning and what criteria you match on?

Thanks!

Jay