High-quality address data is fundamental to the success of target marketing, property valuation, insurance underwriting, and many other important business decisions. Managing addresses and geospatial intelligence around the world requires enterprises to apply scalable matching, cleansing, verification, and entity resolution to location-based data sets. It also depends on the enrichment of those records through scalable geocoding, which involves locating an address and assigning latitude and longitude coordinates to validated address data. An important related process, geo addressing, also includes the assignment of unique identifiers to each address for straightforward data management and enrichment. These identifiers persist even if, as sometimes happens, the corresponding street address changes, is redeveloped, or disappears entirely. Please join TDWI’s senior research director James Kobielus on this webinar to explore the power of geo addressing in location-centric business decisions. Presenting the results of ongoing TDWI research into data governance, quality, and enrichment, he will discuss how scalable geo addressing can improve data-driven decisions by: - Simplifying the consolidation, matching, cleansing, and validation of diverse business data - Enabling international data to be made more accurate, precise, and relevant through fast and easy data enrichment - Boosting productivity through address autocomplete, intelligent address search, and contextual visualization of business data when needed Following Kobielus’ remarks, Mike Ashmore, senior director for product management at Precisely, will discuss how their customers are using geo addressing (which includes address verification, geocoding, and data enrichment) to increase the accuracy of data and build context for faster, more confident decisions. Then they will be joined by Willie Johnson, shared information support manager at Freddie Mac, to discuss how that company is using scalable geo addressing and other location intelligence capabilities to improve how it assesses risk, appraises properties, and underwrites mortgage loans.

1. James Kobielus
Senior Research Director, TDWI
Data Management
May 18, 2022
Using Geo Addressing to Drive Scalable
Decision Making
© 2022 by TDWI. All rights reserved.

2. Sponsor
2
© 2022 by TDWI. All rights reserved.

3. JAMES KOBIELUS
Senior Research Director,
Data Management
TDWI

4. What we
will talk
about today
• Use high-quality address data to improve
business decisions
• Assign persistent and unique IDs to
addresses
• Enrich addresses with other decision-
relevant data
• Use self-service analytics to distill
insights from address data
• Scale the governance of address data
© 2022 by TDWI. All rights reserved.

5. High-quality geocoded address data drives
successful target marketing, property
valuation, insurance underwriting, and other
key business decisions.
© 2022 by TDWI. All rights reserved.

6. Use high-quality address data in business decisions
• Ensuring mailing accuracy for
reliable delivery of parcels and
correspondence
• Finding the nearest location for
product and service fulfillment
• Targeting offers based on
geography
• Managing properties based on
location
• Assessing risks associated with
geographic clusters
© 2022 by TDWI. All rights reserved.

7. Assign persistent and unique IDs to addresses
• Apply matching, merging, identity
resolution, verification, cleansing,
and enhancement to address
data
• Assign address data to unique
latitude and longitude
coordinates for each location
• Associate persistent IDs with
geocoded address data that
won’t change even if underlying
street addresses disappear from
official maps
© 2022 by TDWI. All rights reserved.

8. Enrich addresses with other data
• Link address data with data from other
sources
• Segment customers, properties, and
other entities by attributes associated
with particular locations and regions
• Analyze customer, employee, partner,
and other stakeholders’ profiles,
preferences, propensities, and behavior
by location and regions
• Assess the risks, returns, costs, and
other attributes of various business
strategies by location and region
© 2022 by TDWI. All rights reserved.

9. Use self-service analytics to distill insights
• Address autocomplete
• Address match accuracy
• Contextual address
details
• Intelligent address
search
• Cross-linked address
hierarchies
• Interactive address
visualization
© 2022 by TDWI. All rights reserved.

10. Scale governance of addresses & enriched data
© 2022 by TDWI. All rights reserved.
• Eliminate siloes between address data and
other datasets.
• Manage shared enriched data as a
centralized resource.
• Standardize stewardship of enriched data.
• Use master data management to govern geo
addresses as reference records.
• Implement scalable data governance
pipelines to ensure predictable performance
of apps that use geo address data.

11. Takeaways
© 2022 by TDWI. All rights reserved.
• Standardize the matching, merging, cleansing, and
enrichment of address data and linkage of that to other
decision-relevant business data.
Use geocoding to make address data more accurate,
precise, manageable, and useful.
• Leverage address autocomplete, intelligent search, and
interactive visualization to extract maximum value from
geocoded address data.

12. THANK YOU!!!!!
James Kobielus
Senior Director of Research for Data Management
TDWI (www.tdwi.org)
jkobielus@tdwi.org
@jameskobielus
© 2022 by TDWI. All rights reserved.

13. Michael Ashmore
Senior Director,
Product Management
Precisely
Willie Johnson
Shared Information
Support Senior Manager
Freddie Mac

14. Geo addressing
Increase the accuracy of your business data
and build context for faster, more confident
business decisions
Michael Ashmore | Sr. Director, Location Intelligence
Product Management

15. Track record of success solving real-world challenges
in a complex, digital economy
15
• Underwriting
• Risk Accumulation
• Catastrophe Modelling
• Claims Processing
• Fraud analysis
• Customer Insights
• Network and coverage
planning
• Opportunity analysis
• Location-based
marketing & advertising
• Asset management
INSURANCE TELECOMMUNICATIONS
• Citizen communications
• Service optimization
• Election operations
• Census operations
• Emergency response
and management
• Home search
• Data cleaning
• Data preparation
• Automated valuations
• Geotargeting
• Audience profile creation
• Mobile marketing &
advertising
• Geofence campaigns
GOVERNMENT REAL ESTATE AD TECH
• Retail location analysis
• Location-based
marketing & advertising
• Store finder
• Service area analysis
RETAIL
• Address data capture
• Customer insight
• Reduce abandonments
• Logistics and delivery
• Location-based
marketing & advertising
ECOMMERCE
• Mortgage processing
• Customer Insight
• Master Data Management
• Financial crimes
and compliance
• Branch location analytics
FINANCIAL SERVICES
15

16. 16
Customer benefits:
• Data is easily consumed and
trusted for use in their business
• Resources can focus on
business process rather than
on prepping data
• Consistent use of data across
business processes
Different mailing standards, for example:
• Common U.S. addresses can have 13 attributes
• 300+ address attributes to consider around the world
Different purposes require a unique approach to
standardization & verification
Working with
addresses is hard!
Geocoding
Mailability Deliverability Serviceability

17. What is geo addressing?
17
Geocoding
Identify a physical
location
Geo
Addressing
Address Verification
Verify a mailable
location
Address
Autocomplete
Return address
suggestions

18. Geo Addressing Global Quality
Master Location Data Coverage
Full Address Coverage
House Number Range Coverage
Street Only Coverage
Postal Code Coverage
City & Admin Area Coverage

19. Key takeaways
SUCCESS
Providing context and
visibility into previously
hidden insights using
streamlined, scalable data
enrichment solutions to solve
complex business problems.
CHALLENGE
Operationally efficient
processes using international
addresses are often
challenging to achieve.
Precisely’s domain expertise
ensures accuracy and
consistency.
PARTNER
Prepping and integrating data
take time and expertise. The
most demanding clients rely on
Precisely to engineer, source,
and maintain address solutions.
19

21. QUESTIONS?
tdwi.org

22. CONTACT INFORMATION
If you have further questions or comments:
James Kobielus, TDWI Willie Johnson, Freddie Mac
jkobielus@tdwi.org willie_johnson@freddiemac.com
Michael Ashmore, Precisely
michael.ashmore@precisely.com
tdwi.org

23. Thanks to Our Sponsor
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