The information (especially name and address) that marketers have on people often shows slight discrepancies. So fuzzy matching is essential for combining lists or databases, and recognising duplicates where details vary and language differences occur.
Even if you have an ideal target profile, it might only produce half the mailing volumes you need. Fuzzy matching helps you blur the edges logically, to get your volumes up.
Finally, fuzzy analytics helps marketers understand the difference between the people who responded, compared with the people who were targeted in the first place.