The Importance of POI Data

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The Importance of POI Data

  1. 1. WHITE PAPER Staying On Track Importance of Quality POI Data in Mobile Search and NavigationWhether your clients are using an in-car navigation system to travel acrossthe country, checking their Personal Navigation Device (PND) to find thenearest gas station, or navigating a new city with a smartphone, Points ofInterest (POI) data lies at the heart of their search. Without quality POI data,your customers may miss out on a golf game. They could be late for a movie.Or they may not make it to the bank before it closes.In today’s location-based world, consumers are increasingly demandingaccurate POI data to help them stay on track. This paper will explore the keychallenges faced by companies looking to drive customer satisfaction withaccurate, updated and complete POI data, and introduce the manyadvantages of frequent updates to your POI database.Throwing the road atlas out of the windowNo one will argue that mobile search and navigation is here to stay. According to a 2010Berg Insight report, Mobile Navigation Services – 4th Edition, more than 200 millionnavigation systems are in use worldwide, including about 40 million factory-installed andaftermarket in-dash navigation systems, more than 120 million PNDs and about 44 millionnavigation-enabled mobile phones.And those numbers are expected to rise. Berg Insight predicts the number of active userswill exceed 50 million in North America in 2015. In a 2011 navigation system survey by ORCInternational and commissioned by Infogroup, 69% of U.S. respondents said they currentlyuse a mobile GPS system or navigation aid at least once a month. PRIVATE AND CONFIDENTIAL INFORMATION The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.
  2. 2. The audience for these navigational products is diverse: According to the ORC survey,households with children tend to use more navigation products, both free and paid.Hispanics show a preference for PNDs versus paid mobile apps. And interestingly enough,high school dropouts use more paid mobile apps than free ones.As these navigation products become more popular, it’s clear that the need for POI data iscrucial.Research by Strategy Analytics reveals that U.S. consumers see POI search as the onlyfeature they require. The company surveyed 625 automobile owners in the United Statesand Western Europe to examine usage of navigation devices. According to the 2010 study,“PND Owners Unlikely to Discontinue Using Their GPS Handheld,” almost three-quarters ofnavigation consumers in the United States insist on POI search as a navigation systemfeature.Keeping up with ever-changing POIsSimply having POIs in your navigation system isn’t enough; consumers are demanding thefreshest maps and the most complete POI data available. According to the Navteq AttendeeInput Survey 2009, 86% of respondent wanted monthly or quarterly updates to POI data.Some of the strongest demand for accurate POI data lies in categories such as gas stations,hotels and restaurants. (In fact, respondents in the ORC survey listed restaurants as theirtop POI category, with 69% saying they searched for eateries and coffee shops the most.)Keeping up with these high-churn businesses can be daunting: In a typical month, datacompiler Infogroup adds 150,000 new businesses to its business database and deletes130,000 businesses. And according to the Small Business Association, more than 1 in 10businesses move every year. Many third-party vendors, map providers and systemintegrators update their POI data only once a quarter, so there’s a good chance the POI filesthat come installed on a new navigation device are already outdated.Wading through inaccurate, duplicate and incomplete POI information can kill yourcustomers’ faith in your product. Let’s face it – there are only so many times a client willforgive you if you send them to the wrong place, direct them to a place that doesn’t exist orgive them the wrong phone number. Dissatisfied customers will be tempted to lookelsewhere for good data.So what can you do to increase customer satisfaction and inspire loyalty? pg 2 PRIVATE AND CONFIDENTIAL INFORMATION The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.
  3. 3. The Solution:Increase the frequency of updates to your POI databaseWith monthly, weekly or even daily updates, your customers will be able to find more “hot”new restaurants, “hip” hotels and scenic locations. They’ll save time, fuel and money onroad trips. They’ll easily find their way around a new city on foot. And most importantly,they’ll trust that you’ll always keep them on track.So how can you find the most accurate, up-to-date and complete POI data partner? Easy –do your homework and ask industry associates what service they use.Here are a few things to consider before choosing a POI data partner: • Look for a company that compiles, maintains and updates its own POI database In today’s volatile world, business data changes rapidly, and staying on top of these changes is a full-time job. Make sure the company you choose compiles its own POI database and provides frequent updates. If you rely on information more than a month old, you could be replacing bad data with bad data. • Seek a company that specializes in POI data Sure, every third-party vendor says it specializes in POI data, but does it really? The ideal service should live and breathe POI data – for example, dedicating entire teams to compiling, verifying and updating POIs in all categories and in all geographic regions. The ORC study makes it clear that your customers are all shapes and sizes, and you will need a solution that offers accurate POI data to meet all of their needs. • Choose a service that offers more than just addresses and phone numbers Not only should your POI database contain addresses and phone numbers, but it should also offer those extra details your customers want. Let’s say, for example, your customer is searching for a Thai restaurant that stays open until 11 p.m. and accepts Visa. Does your current POI data offer these details? If not, it’s time to shop around.Infogroup – Your POI data partnerInfogroup meets all of the requirements above and is a powerful ally in creating a qualitycustomer experience. Infogroup is consistently chosen by top-tier search engines andnavigation providers due to its superior compilation, verification and quality assuranceprocesses that produce the highest-quality POI data for search applications. Infogroup datapowers the top 5 Internet search engines and provides POI data for the leading in-carnavigation systems. pg 3 PRIVATE AND CONFIDENTIAL INFORMATION The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.
  4. 4. An independent auditor recently compared our business and POI databases against two topcompetitors, and found Infogroup has the most accurate company names, highestpercentage of current phone numbers and addresses, best categorization, and the leastamount of out of business records.Here’s the breakdown of the results: INFORMATION INFOGROUP COMPANY A COMPANY B Company Name Accuracy 96.8% 90.3% 92.6% Address Accuracy 95.3% 89.8% 91.9% Phone Number Accuracy 90.1% 74.6% 66.7% Line of Business Accuracy 85.9% 67.6% 67.9% Address to ZIP+4 Accuracy 93.9% 89.1% 90.6% Out of Business Rate 4.4% 11.6% 14.9%*2009 Business Database Competitive Audit Report. The Peter Kiewit Institutes College of Information Science &Technology (IS&T) at the University of Nebraska at Omaha (UNO)The value of updates: accuracy, coverage, relevancyInfogroup updates its business database monthly, adding and deleting businesses, andadding and updating unique enhanced content such as brands, hours, payments acceptedand more. In a typical month, we add 150,000 new businesses to our Business Databaseand delete 130,000 businesses. The entire database is also processed monthly throughAddress Correction Encoding software and the USPS® National Change of Address(NCOALink®). In addition, Infogroup provides weekly feeds of new businesses, with real-time updates expected in 2012.Infogroup researchers conducts more than 26 million phone interviews along with othercustom category specific research for validation of business name, location address, lines ofbusiness, opening/closing hours, payment options, brands, amenities, specialties, URL, tollfree number, social network pages, business descriptions and more.We don’t stop there.Infogroup employs a dedicated team of 25+ researchers to enhance content depth forconsumer centric categories. For example, in the case of a gas station, associates will addinformation such as the availability of diesel, presence of an ATM machine, 24/7 operatinghours and more. For categories like golf courses, the information would include number ofholes, practice range while for hotels it is about shuttle service, Internet access (free or pg 4 PRIVATE AND CONFIDENTIAL INFORMATION The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.
  5. 5. paid), pool (indoor or outdoor) and so on. These attributes help Infogroup customers focuson picking the relevant listings to optimize the search experience.Additional compilation and verification methods include: • Partner feedback – Our “feet on the street,” Infogroup’s partners send an average of 13,000 records per month that contain real-time updates about business locations in our POI database. Partners include top-tier search engines, car manufacturers and in- car navigation services. • Express Update – This service from Infogroup helps businesses with both chain and independents alike keep their location and information current, as well as add enhanced content. (In fact, 95% of business owners who submit their data via Express Update provide enhanced content.) • Web double-checks – To ensure the integrity of our POI database, Infogroup conducts a monthly website double-check process to compare Infogroup data to external corporate data. This process helps add new locations and properly categorize management and non-retail locations within the database, as well as standardize and improve corporate coverage. • Standardization – Infogroup processes franchised chains through a portfolio of specific queries in order to identify issues with franchise codes, categories or naming conventions on national chains. This process helps eliminate duplicate records and makes it easier to find business names as they are known on the street. Currently, Infogroup tracks more than 1,500 franchise chains.Accurate POI Data: The Heart of Customer ExperienceCompetition is stiff in the location-based services marketplace, and you don’t want to get thereputation of having outdated or wrong information. With Infogroup’s accurate, up-to-datePOI data, your customers will find the closest shopping mall, the nearest hospital, the mostconvenient gas station…everything they need to travel confidently to their next destination.For more information on the complete range of POI data available from Infogroup, or if youwould like more information on the ORC POI User Study, call 000.000.0000 or emailaddress here today. pg 5 PRIVATE AND CONFIDENTIAL INFORMATION The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.

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