A system and method of de-duplicating data using a graphical user interface application. The graphical user interface application represents a model of the selected data records in a data tree. The graphical user interface application processes a selected target data record and potential duplicates data records. Nodes representing the potential duplicate data records can be added to the target data record. Nodes representing the potential duplicate data records can also be dragged and dropped into a node of the target data record. Nodes from the target data record can also be removed from the target data record. Differences between data associated with multiple nodes can be graphically presented with the graphical user interface application when multiple nodes are selected. Changes made to the data tree in the graphical user interface are applied to data records stored in a database.
