Address Governance:<br />The Secret Ingredient for Location Intelligence Success<br />Chris Thomas, VP Consulting Solution...
Outline<br /><ul><li>  What is Location Intelligence?
  Benefits of Location Intelligence
  3 C’s of Address Governance
  Tips</li></li></ul><li>What is Location Intelligence?<br />Location Intelligence combines location related datawith busi...
Broad Street Cholera outbreak<br />London England, 1854<br />Location Intelligence has been around for a while….<br />Dr. ...
“The most difficult step in any GIS analysis is getting the data on the map.”<br />Stephen Reader<br />Professor, Spatial ...
Outline<br /><ul><li>  What is Location Intelligence?
  Benefits of Location Intelligence
  3 c’s of Address Governance
Tips</li></li></ul><li>Benefits of Location Intelligence<br />Unlocking the Value<br />
“80% of data has a location component to it.”<br />All of us in the LI Industry<br />“Over 90% of the time, the tie to Loc...
Who Uses Location Intelligence?<br />
Significance of an Address<br />Think of all the times a Telecommunications, Finance or Insurance company might call<br />...
Outline<br /><ul><li>  What is Location Intelligence?
  Benefits Location Intelligence
  3 C’s of Address Governance
  Tips</li></li></ul><li>3 C’s of Address Governance<br />
Correct<br />How do we insure that addresses are real?<br />
134 Dundas Street West<br />Cooksville, Ontario, L5B1H9<br />Address with Community Name<br />134 Dundas West<br />Mississ...
Address “Validation”<br />
Address “Validation”<br />
“I never imagined an address could be this bloody complex!”<br />Simon Tonkinson<br />Director, Software Development, DMTI...
Correct<br />Where is #6 MyStreet?<br />High Precision<br />Interpolated<br />
Context<br />Input: 615 Queen St W, Toronto, On<br />Street Scape Image<br />Public Map Service #1<br />Output: 607B Queen...
Context<br />Input: 615 Queen St W, Toronto, On<br />Street Scape Image<br />DMTI Map Service<br />Output: 615 Queen St W,...
Correct<br /><ul><li> Martha’s HavenPark NE
 Martha’s Haven Way NE
 Martha’s Haven Bay NE
 Martha’s Haven Manor NE
 Martha’s Haven Green NE
 Martha’s Haven Place NE
 Martha’s Haven Gardens NE
 Martha’s Haven Parade NE
 Martha’s Meadow Close NE
 Martha’s Meadow Gate NE
 Martha’s Way NE
 Martha’s Close NE</li></ul>51º 07’ 25” N<br />113º 57’ 56” W<br />
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Address Governance- The importance of having a correct and reliable address

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  • 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 &amp; 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 &amp; 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 &amp; 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 &amp; 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.
  • Address Governance- The importance of having a correct and reliable address

    1. 1. Address Governance:<br />The Secret Ingredient for Location Intelligence Success<br />Chris Thomas, VP Consulting Solutions<br />July 13, 2010<br />
    2. 2. Outline<br /><ul><li> What is Location Intelligence?
    3. 3. Benefits of Location Intelligence
    4. 4. 3 C’s of Address Governance
    5. 5. Tips</li></li></ul><li>What is Location Intelligence?<br />Location Intelligence combines location related datawith business data, so that organizations gaincritical insights, make better decisionsandoptimize processesand applications.<br />
    6. 6. Broad Street Cholera outbreak<br />London England, 1854<br />Location Intelligence has been around for a while….<br />Dr. John Snow, Physician<br />Source: http://www.nationalgeographic.com<br />
    7. 7. “The most difficult step in any GIS analysis is getting the data on the map.”<br />Stephen Reader<br />Professor, Spatial Statistics<br />McMaster University<br />
    8. 8. Outline<br /><ul><li> What is Location Intelligence?
    9. 9. Benefits of Location Intelligence
    10. 10. 3 c’s of Address Governance
    11. 11. Tips</li></li></ul><li>Benefits of Location Intelligence<br />Unlocking the Value<br />
    12. 12. “80% of data has a location component to it.”<br />All of us in the LI Industry<br />“Over 90% of the time, the tie to Location is an address”.<br />Chris Thomas<br />DMTI Spatial<br />
    13. 13. Who Uses Location Intelligence?<br />
    14. 14. Significance of an Address<br />Think of all the times a Telecommunications, Finance or Insurance company might call<br />on an address to “hook you up” with product or service…<br />“A failed address match forces a request for a manual property appraisal. The cost for this<br />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.”<br />Big Insurance Company<br />“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.”<br />Big Phone Company<br />“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.”<br />Big Financial Company<br />
    15. 15. Outline<br /><ul><li> What is Location Intelligence?
    16. 16. Benefits Location Intelligence
    17. 17. 3 C’s of Address Governance
    18. 18. Tips</li></li></ul><li>3 C’s of Address Governance<br />
    19. 19. Correct<br />How do we insure that addresses are real?<br />
    20. 20. 134 Dundas Street West<br />Cooksville, Ontario, L5B1H9<br />Address with Community Name<br />134 Dundas West<br />Mississauga, Ontario, L5B1H9<br />Current Street Address<br />134 Dundas, L5B<br />Incomplete Address<br />134 Highway 5<br />Mississauga, Ontario, L5B1H9<br />Former Street Address<br />134 Regional Road 5<br />Mississauga, Ontario, L5B 1H9<br />Street Name Alias<br />Address Variation<br />Understanding Consistency<br />
    21. 21. Address “Validation”<br />
    22. 22. Address “Validation”<br />
    23. 23. “I never imagined an address could be this bloody complex!”<br />Simon Tonkinson<br />Director, Software Development, DMTI Spatial<br />The Details<br />
    24. 24. Correct<br />Where is #6 MyStreet?<br />High Precision<br />Interpolated<br />
    25. 25. Context<br />Input: 615 Queen St W, Toronto, On<br />Street Scape Image<br />Public Map Service #1<br />Output: 607B Queen St W, Toronto, On<br />… close, but not close enough<br />Public Map Service #2<br />
    26. 26. Context<br />Input: 615 Queen St W, Toronto, On<br />Street Scape Image<br />DMTI Map Service<br />Output: 615 Queen St W, Toronto, On<br />
    27. 27. Correct<br /><ul><li> Martha’s HavenPark NE
    28. 28. Martha’s Haven Way NE
    29. 29. Martha’s Haven Bay NE
    30. 30. Martha’s Haven Manor NE
    31. 31. Martha’s Haven Green NE
    32. 32. Martha’s Haven Place NE
    33. 33. Martha’s Haven Gardens NE
    34. 34. Martha’s Haven Parade NE
    35. 35. Martha’s Meadow Close NE
    36. 36. Martha’s Meadow Gate NE
    37. 37. Martha’s Way NE
    38. 38. Martha’s Close NE</li></ul>51º 07’ 25” N<br />113º 57’ 56” W<br />
    39. 39. Correct<br />52 different spellings to date for Mississauga…and counting!<br />
    40. 40. Currency<br /><ul><li>Approximately 50,000 postal codes change which affects over 1.75 million addresses annually
    41. 41. Roughly 100 municipalities change their name or geographic extent affecting over 3.3 million civic addresses
    42. 42. 10-15% Canadian phone numbers change annually</li></li></ul><li>Mapping for Currency<br />GTA: 1318 new subdivisions and condo projects<br />
    43. 43. Currency<br />
    44. 44. Context<br />
    45. 45. “Integrated Context”<br />5 Griffen Dr Toronto ON M1B1A2<br />Position Code: 1<br />Current Certificate in Force<br />Claims<br />Negative Property<br />
    46. 46. Real Applications<br />
    47. 47. Real Applications<br />
    48. 48. Outline<br /><ul><li>What is Location Intelligence?
    49. 49. Benefits Location Intelligence
    50. 50. 3 c’s of Address Governance
    51. 51. Tips</li></li></ul><li>Address Accuracy<br />Getting it Right<br /><ul><li> Technology is only as good as the quality of data it is managing
    52. 52. Standardizing Addresses</li></ul>- Ensures a common address structure<br />- Organization-wide standardization<br />- More predictable levels of data quality and system performance <br /><ul><li>Validating Addresses</li></ul>- Verifying the existence of individual addresses<br />- Matching them against a master address database<br /><ul><li>Mapping Addresses</li></ul>- Transform addresses to embed explicit references of location<br />Standard postal certifications such as SERP only ensure an input address conforms to mailing formats, not that the address actually exists!<br />
    53. 53. A Fast Moving World<br />Maintaining Your Investment<br />Location intelligence provider should offer: <br /><ul><li> Currency</li></ul>- On-demand updating services<br />- Minimizing the possibility of cascading error<br /><ul><li> Versioning</li></ul>- Provided a historic view of changes to addresses<br />- Support auditing and change detection<br /><ul><li> Geography</li></ul>- Provides additional topographic data<br />- Enrich the canvas for decision making <br />Address Churn<br /><ul><li>Approximately 50,000 postal codes change affecting 1.75 million addresses annually
    54. 54. Roughly 100 municipalities change their name or geographic extent affecting affects over 3.3 million civic addresses </li></li></ul><li>Serving Customers<br />Appreciating the Entire Relationship<br />Enable your enterprise to quickly determine:<br /><ul><li> Customer Serviceability</li></ul>- Product penetration levels<br />- Serviceability potential<br /><ul><li> Cost Avoidance</li></ul>- Optimal way to serve customers<br />- Re-directing unfavorable business transactions to competitors<br /><ul><li> Governance, Compliance and Controls</li></ul>- Better understand customer churn <br />
    55. 55. Where do I get Started?<br />What is my confidence level in my address data?<br /><ul><li>Change
    56. 56. Currency
    57. 57. Completeness</li></li></ul><li>Where do I get Started?<br />Is there a place I can go to see location patterns & trends in my data? <br />Make sure the business<br />cares!<br />
    58. 58. Where do I get Started?<br />How can I change my business?<br />
    59. 59. “We’re not just benefiting from better address scrubbing, but also exploring the full value of location intelligence to our organization. <br />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?’ <br />Ultimately, this is going to keep us ahead of the curve and make us more successful.”<br />
    60. 60. Thank you<br />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. <br />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<br />

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