Ok, please show us the sample from your input file.
From the error message, I think you are mixing db and shell commands.
Everything after the heredoc, must be a valid db command.
In this case, you first need to start loop then connect the db.
something like,
for i in `cat data_value_file.txt`
do
isql. .....
inset...
go
exit
done
Some suggestions :
use while loop to read the file
while read i
do
done < data_value_file.txt
Now you have to connect and disconnect the db multiple times. which is inefficient Hence its better to create the insert statements externally (via script) and then push that file into db at one shot. (I guess isql -i <input_file> )