6. Broad Street Cholera outbreak London England, 1854 Location Intelligence has been around for a while…. Dr. John Snow, Physician Source: http://www.nationalgeographic.com
7. “The most difficult step in any GIS analysis is getting the data on the map.” Stephen Reader Professor, Spatial Statistics McMaster University
12. “80% of data has a location component to it.” All of us in the LI Industry “Over 90% of the time, the tie to Location is an address”. Chris Thomas DMTI Spatial
14. Significance of an Address Think of all the times a Telecommunications, Finance or Insurance company might call on an address to “hook you up” with product or service… “A failed address match forces a request for a manual property appraisal. The cost for this Is the difference between dollars to hundreds of dollars. The time to respond goes from seconds to days. By then, the business may be lost to another company.” Big Insurance Company “Sending a truck to the wrong address still costs the business as much as it does sending it to the right address. This cost is a few thousand. Customer satisfaction is low.” Big Phone Company “The risk in writing a mortgage at a certain value for the wrong address can be tens of thousands of dollars. If it is a fraudulent application, it’s hundreds of thousands.” Big Financial Company
20. 134 Dundas Street West Cooksville, Ontario, L5B1H9 Address with Community Name 134 Dundas West Mississauga, Ontario, L5B1H9 Current Street Address 134 Dundas, L5B Incomplete Address 134 Highway 5 Mississauga, Ontario, L5B1H9 Former Street Address 134 Regional Road 5 Mississauga, Ontario, L5B 1H9 Street Name Alias Address Variation Understanding Consistency
25. Context Input: 615 Queen St W, Toronto, On Street Scape Image Public Map Service #1 Output: 607B Queen St W, Toronto, On … close, but not close enough Public Map Service #2
26. Context Input: 615 Queen St W, Toronto, On Street Scape Image DMTI Map Service Output: 615 Queen St W, Toronto, On
58. Where do I get Started? How can I change my business?
59. “We’re not just benefiting from better address scrubbing, but also exploring the full value of location intelligence to our organization. We’ve improved our matching rate by 31% as a result of DMTI Spatial’s Location Hub®. And now, we’re moving to ‘what is the data telling us?’ and ‘how do we bring more robust data into our decision making?’ Ultimately, this is going to keep us ahead of the curve and make us more successful.”
60. Thank you About DMTI Spatial:DMTI Spatial has been providing industry leading location intelligence solutions for more than a decade to Global 2000 companies and government agencies. DMTI’s world-class Location Hub® platform uniquely identifies and cross-references a universe of location-based data. DMTI is the creator of the CanMap suite of geospatial data products, including CanMap® Streets and RouteLogistics, the gold standard for location data in Canada. DMTI also provides professional services and software tools bringing full solutions to the marketplace. All materials subject to copyright 2007 DMTI Spatial Inc. DMTI Spatial Inc.15 Allstate Parkway, Suite 400Markham, Ontario, CanadaL3R 0B8Phone: +1-905-948-2000Toll Free: +1-877-477-3684Fax: +1-905-948-9404E-mail: info@dmtispatial.comwww.dmtispatial.com
Editor's Notes
III. Unlocking the Value: A Hierarchy of BenefitsTo unlock the value of location data, location intelligence providers are engaged to undertake multiple tasks for the enterprise customer. These tasks range from simple database operations that provide clean building blocks of data to very complex information integration that drives business processes. These tasks can be grouped into a hierarchy of tasks, with attendant outcomes to the enterprise. First level outcomes result in significant benefits to the enterprise and must be used as the bridge to higher levels of value. 1 Address Accuracy The enterprise benefits from clean, current and standardized address elements with geographically explicit references (i.e., geo-coordinates). 2 Mapping Markets The enterprise receives a complete 360-degree view for all residential, commercial and government structures in a geographic market.3 Serving Customers The enterprise receives a range of specific customer views, integrated with back-office and customer-facing applications, which determine product serviceability, product penetration levels and business opportunities across large geographic areas. Figure 2.0 – A simple relationship between the complexity of location intelligence activities and the value the results have for an organization. As the capacity for location intelligence activities becomes more complex, the need for greater information integration across an enterprise increases. As information integration increases and location intelligence becomes more pervasive and “sticky” in an organization, financial measures like return on investment (ROI) respond positively.
Uses of Location Intelligence Communications & MediaMarketing• micro-marketing • assessing penetration levels • identifying competitive threats Customer Service• pre-sales qualification• dispatch efficiencies • multi-product eligibilityOperations• customer serviceability • cost avoidance • network planningInsurance and FinancePortfolio Analysis• predictive analytics• pricing and loss reserving• assessing policy saturationMarketing Services• property-level campaigns• neighbourhood context• repeat marketing trackingSustainable Compliance• risk assessment • improved monitoring• compliance auditing & reporting Government ServicesAddress Management• address validation• data cleansing• data maintenance Information Integration• improved data integrity• a “one client view” • reducing cascading error Entity Authentication • fraud detection• risk profiling and scoring• advanced analytics
Uses of Location Intelligence Communications & MediaMarketing• micro-marketing • assessing penetration levels • identifying competitive threats Customer Service• pre-sales qualification• dispatch efficiencies • multi-product eligibilityOperations• customer serviceability • cost avoidance • network planningInsurance and FinancePortfolio Analysis• predictive analytics• pricing and loss reserving• assessing policy saturationMarketing Services• property-level campaigns• neighbourhood context• repeat marketing trackingSustainable Compliance• risk assessment • improved monitoring• compliance auditing & reporting Government ServicesAddress Management• address validation• data cleansing• data maintenance Information Integration• improved data integrity• a “one client view” • reducing cascading error Entity Authentication • fraud detection• risk profiling and scoring• advanced analytics
Level 1: Address Accuracy – Getting it rightOrganizations are coming to realize that technology is only as good as the content and quality of data which it is managing. If an enterprise is serious about understanding the entire relationship with their customers, clean and accurate data is essential. This includes the address strings in all business records. To position an enterprise to make use of location intelligence and safeguard current technology investments, an address accuracy engagement should include the following elements: Standardizing Addresses: ensures a common address structure, syntax and nomenclature. A corporate-wide level of standardization allows for more predictable levels of data quality and system performance. Validating Addresses: verifying the existence of individual addresses by matching them against a master address database of functional addresses. Standard postal certifications such as SERP (Canada Post’s Software Evaluation and Recognition Program) only ensure an input address conforms to mailing standards and formats, not that the address actually exists. Mapping Addresses: transforming addresses to embed explicit references of location. This allows the enterprise to map customers and to understand the opportunities among business assets, programs and competitive threats. Mapping should occur at the specific property or premise level.Persistent Linking: ensures a persistent view of the market, through reference links to customer addresses, address aliases and new changes to address components. Databases linked together through persistent address links will drive accuracy and currency throughout the enterprise.
Level 1: Address Accuracy – Getting it rightOrganizations are coming to realize that technology is only as good as the content and quality of data which it is managing. If an enterprise is serious about understanding the entire relationship with their customers, clean and accurate data is essential. This includes the address strings in all business records. To position an enterprise to make use of location intelligence and safeguard current technology investments, an address accuracy engagement should include the following elements: Standardizing Addresses: ensures a common address structure, syntax and nomenclature. A corporate-wide level of standardization allows for more predictable levels of data quality and system performance. Validating Addresses: verifying the existence of individual addresses by matching them against a master address database of functional addresses. Standard postal certifications such as SERP (Canada Post’s Software Evaluation and Recognition Program) only ensure an input address conforms to mailing standards and formats, not that the address actually exists. Mapping Addresses: transforming addresses to embed explicit references of location. This allows the enterprise to map customers and to understand the opportunities among business assets, programs and competitive threats. Mapping should occur at the specific property or premise level.Persistent Linking: ensures a persistent view of the market, through reference links to customer addresses, address aliases and new changes to address components. Databases linked together through persistent address links will drive accuracy and currency throughout the enterprise.
Level 1: Address Accuracy – Getting it rightOrganizations are coming to realize that technology is only as good as the content and quality of data which it is managing. If an enterprise is serious about understanding the entire relationship with their customers, clean and accurate data is essential. This includes the address strings in all business records. To position an enterprise to make use of location intelligence and safeguard current technology investments, an address accuracy engagement should include the following elements: Standardizing Addresses: ensures a common address structure, syntax and nomenclature. A corporate-wide level of standardization allows for more predictable levels of data quality and system performance. Validating Addresses: verifying the existence of individual addresses by matching them against a master address database of functional addresses. Standard postal certifications such as SERP (Canada Post’s Software Evaluation and Recognition Program) only ensure an input address conforms to mailing standards and formats, not that the address actually exists. Mapping Addresses: transforming addresses to embed explicit references of location. This allows the enterprise to map customers and to understand the opportunities among business assets, programs and competitive threats. Mapping should occur at the specific property or premise level.Persistent Linking: ensures a persistent view of the market, through reference links to customer addresses, address aliases and new changes to address components. Databases linked together through persistent address links will drive accuracy and currency throughout the enterprise.
Level 1: Address Accuracy – Getting it rightOrganizations are coming to realize that technology is only as good as the content and quality of data which it is managing. If an enterprise is serious about understanding the entire relationship with their customers, clean and accurate data is essential. This includes the address strings in all business records. To position an enterprise to make use of location intelligence and safeguard current technology investments, an address accuracy engagement should include the following elements: Standardizing Addresses: ensures a common address structure, syntax and nomenclature. A corporate-wide level of standardization allows for more predictable levels of data quality and system performance. Validating Addresses: verifying the existence of individual addresses by matching them against a master address database of functional addresses. Standard postal certifications such as SERP (Canada Post’s Software Evaluation and Recognition Program) only ensure an input address conforms to mailing standards and formats, not that the address actually exists. Mapping Addresses: transforming addresses to embed explicit references of location. This allows the enterprise to map customers and to understand the opportunities among business assets, programs and competitive threats. Mapping should occur at the specific property or premise level.Persistent Linking: ensures a persistent view of the market, through reference links to customer addresses, address aliases and new changes to address components. Databases linked together through persistent address links will drive accuracy and currency throughout the enterprise.
A Fast Moving World – Maintaining Your InvestmentIt is generally recognized that customer information typically degrades at a rate of about 3% per month. The natural churn of corporate customer and prospect information will deteriorate/impact more than 30% of customer records within a single fiscal year. Enterprises are challenged to maintain mission-critical workflows and a customer-focused business relationship when vital aspects of their address information are constantly changing. A key aspect of location intelligence is the ability to keep enterprise data aligned to customer lifecycle changes driven by the external environment. If address data changes because of municipal or postal changes, the enterprise must be able to accommodate internal updates to prevent loss of contact with customers, delayed revenue or loss of important marketing records. To accomplish this, a location intelligence provider should offer: Currency: Includes on demand updating services to ensure all geographic information and derived references are up-to-date, minimizing the possibility of cascading error throughout lines of business in an enterprise. Versioning: Provides a historic view of changes to addresses and other location-specific objects for auditing and change detection purposes. Geography: Provides additional topographic data layers that are critical to many business applications and the location intelligence derived from them, for example: hydrology, roads and land use. These enrich the canvas for business decision making.
Level 3: Serving Customers – Appreciating the Entire RelationshipOnce Level 1 (clean, current and granular data) and Level 2 capabilities (access to a complete master reference database) are integrated with core enterprise information, understanding fundamental characteristics about customers, prospects and their potential relationships to an enterprise’s revenue-generating operations is a powerful undertaking. At this level, location intelligence enables an enterprise to quickly determine – across large geographic areas – product penetration levels and serviceability potential with customers and prospects. Location intelligence can be applied to achieve the following benefits: Customer Serviceability: Understand what product penetration you have with a customer across a complete product portfolio. Get the intelligence to offer them suitable upgrade services to evolve them to your highest value customers. Cost Avoidance: Determining the optimal way to serve customers based on enterprise infrastructure and assets. This may involve removing them from non-proprietary infrastructures, taking cost realization measures and/or re-directing unfavorable business transactions to competitors. Advanced Analytics: Supplying analytics groups within the enterprise with new data derived from existing corporate information, enhanced with aspects of location that provide new insights. Governance, Compliance and Controls: Better understand customer churn and other external customer change-agents that impact an enterprise’s operating challenges and ability to accurately report on the financial implications.
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