Systems, apparatus, and methods for determining unique contacts from a collection or pool of merchant data are discussed herein. Some embodiments may provide for an apparatus including circuitry configured to: access first merchant data associated with a first merchant; access second merchant data associated with a second merchant; determine a match score based the first merchant data and the second merchant data indicating a likelihood of the first merchant being the same as the second merchant; determine a match score threshold; determine whether the match score exceeds the match score threshold; and in response determining the match score fails to exceed the match score threshold, determine the first merchant as being different from the second merchant. Some embodiments may provide for techniques for machine learning with merchant data training sets to determine match scores.