I only used geocoding because it was free for me and I had code for it. I was using it to turn an address into a location, and using that to match addresses. But if you can standardize addresses another way, go for it.
For my project I was able to ignore the name issue - I was just merging several lists into one, and needed to spit out "these aren't duplicated" and "these may be, look them over by eye". So it was only semi-automated.
Cheers,
Ben