1. A system for matching transaction records to merchant records of a merchant profile database, the transaction records containing transaction data of financial presentation devices that are presentable to a plurality of merchants, the transaction data including merchant identifying data that identifies the merchant for the transaction, the system comprising: a memory storing a plurality of transaction records; a merchant profile database storing a plurality of merchant profile records; a processor; and a match logic module executable by the processor and adapted to recognize a plurality of variations in the merchant identifying data contained in the transaction records, the match logic module operable to match each of the transaction records to an associated merchant profile record in the merchant profile database according to the recognized variations in the merchant identifying data.