address governance- the importance of having a correct and reliable address

April 10, 2023 | Address Governance: The Secret Ingredient for Location Intelligence Success

Address Governance:The Secret Ingredient for Location Intelligence Success

Chris Thomas, VP Consulting SolutionsApril 10, 2023


Outline• What is Location Intelligence? • Benefits of Location Intelligence • 3 C’s of Address Governance • Tips


What is Location Intelligence?

Location Intelligence combines location related data with business data, so that organizations gain critical insights, make better decisions and optimize processes

and applications.


Location Intelligence has been around for a while….

Source: http://www.nationalgeographic.com

Broad Street Cholera outbreakLondon England, 1854

Dr. John Snow, Physician


“The most difficult step in any GIS analysis is getting the data on the map.”

Stephen ReaderProfessor, Spatial Statistics

McMaster University


Outline• What is Location Intelligence? • Benefits of Location Intelligence • 3 c’s of Address Governance •Tips


Benefits of Location IntelligenceUnlocking the Value


“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 ThomasDMTI Spatial


Who Uses Location Intelligence?

Uses of Location Intelligence

Communications & Media Insurance and Finance Government Services

Marketing• micro-marketing • assessing penetration levels • identifying competitive threats

Portfolio Analysis• predictive analytics• pricing and loss reserving• assessing policy saturation

Address Management• address validation• data cleansing• data maintenance

Customer Service• pre-sales qualification• dispatch efficiencies • multi-product eligibility

Marketing Services• property-level campaigns• neighbourhood context• repeat marketing tracking

Information Integration• improved data integrity• a “one client view” • reducing cascading error

Operations• customer serviceability • cost avoidance • network planning

Sustainable Compliance• risk assessment • improved monitoring• compliance auditing & reporting

Entity Authentication • fraud detection• risk profiling and scoring• advanced analytics


Significance of an AddressThink of all the times a Telecommunications, Finance or Insurance company might callon 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 thisIs 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


Outline• What is Location Intelligence? • Benefits Location Intelligence • 3 C’s of Address Governance • Tips


3 C’s of Address Governance


How do we insure that addresses are real?

Correct


Address VariationUnderstanding Consistency

134 Dundas WestMississauga, Ontario, L5B1H9Current Street Address

134 Highway 5Mississauga, Ontario, L5B1H9Former Street Address

134 Regional Road 5Mississauga, Ontario, L5B 1H9Street Name Alias

134 Dundas Street WestCooksville, Ontario, L5B1H9Address with Community Name

UAID Address13595902 134 Dundas Street West, Cooksville, Ontario13595902 134 Regional Road 5, Mississauga, Ontario, L5B 1H913595902 134 Dundas West, Mississauga, Ontario, L5B1H9 13595902 134 Highway 5, Mississauga, Ontario L5B 1H913595902 134 Dundas, L5B

134 Dundas, L5BIncomplete Address


Address “Validation”


“I never imagined an address could be this bloody complex!”

Simon TonkinsonDirector, Software Development, DMTI Spatial

The Details

http://community.middlebury.edu/~grilleevents/delivery%20faqcopy%20for%20web.pdf


Where is #6 MyStreet?

Interpolated

High Precision

Correct


Output: 607B Queen St W, Toronto, On

… close, but not close enough

Street Scape Image

Input: 615 Queen St W, Toronto, On

Public Map Service #1

Public Map Service #2

Context


Street Scape Image

Input: 615 Queen St W, Toronto, On

Output: 615 Queen St W, Toronto, On

DMTI Map Service

Context


Correct

• Martha’s Haven Park 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

51º 07’ 25” N113º 57’ 56” W


Correct

1 MISSISSAUGUA 14 MISSISSUAGA 27 MISSISISAUGA 40 MISISSAUGA

2 MISSISSSAUGA 15 MISSISAUGA 28 MISSISFAUGA 41 MISSAUGA

3 MISSISSAUAGA 16 MISSISSAUGSA 29 MISSASAGUA 42 MISSISSAAUGA

4 MISSISSAGUA 17 MISSAISSAUGA 30 MISSASSAGUA 43 MISSISSIAUGA

5 MISIISAUGA 18 MISSAUSSAGA 31 MISSISIGUA 44 MISSISSIGUA

6 MISSISAGU 19 MISSAUSGA 32 MISSSAGA 45 MISSISAUGGA

7 MISSISSAUGES 20 MISSASSSAUGA 33 MISSISSISSAUGA 46 MINNISSAUGA

8 MISSSAUGA 21 MISSISSAUAGE 34 MISSISSAIGA 47 MISSISSUGAH

9 MISSUSSAGA 22 MISAUSAUGA 35 MISSAUSAUGA 48 MISSIGA

10 MISSISSUGA 23 MISSASUGA 36 MISSAUSSGA 49 MISSISAGAU

11 MISSISAGA 24 MISSISSAGA 37 MASSASAGA 50 MISSISUAGA

12 MISSISSAUA 25 MISSISSAUG 38 MISSSSAUGA 51 MISSAGA

13 MISSASAUGA 26 MISSASSAUGA 39 MISSASSOGA 52 MISSISSAUA

52 different spellings to date for Mississauga…and counting!


Currency

• Approximately 50,000 postal codes change which affects over 1.75 million addresses annually

• Roughly 100 municipalities change their name or geographic extent affecting over 3.3 million civic addresses

• 10-15% Canadian phone numbers change annually


Mapping for Currency

GTA: 1318 new subdivisions and condo projects


Currency


Context


“Integrated Context”

5 Griffen Dr Toronto ON M1B1A2

Current Certificate in Force

Claims

Negative Property

Position Code: 1

Real Applications


Outline• What is Location Intelligence? • Benefits Location Intelligence • 3 c’s of Address Governance • Tips


Address AccuracyGetting it Right

• Technology is only as good as the quality of data it is managing

• Standardizing Addresses- Ensures a common address structure- Organization-wide standardization- More predictable levels of data quality and system performance

• Validating Addresses- Verifying the existence of individual addresses- Matching them against a master address database

• Mapping Addresses- Transform addresses to embed explicit references of locationStandard postal certifications such as SERP only ensure an input address conforms to

mailing formats, not that the address actually exists!


A Fast Moving WorldMaintaining Your Investment

Location intelligence provider should offer:

• Currency- On-demand updating services- Minimizing the possibility of cascading error• Versioning- Provided a historic view of changes to addresses- Support auditing and change detection• Geography- Provides additional topographic data- Enrich the canvas for decision making

Address Churn

• Approximately 50,000 postal codes change affecting 1.75 million addresses annually

• Roughly 100 municipalities change their name or geographic extent affecting affects over 3.3 million civic addresses


Serving CustomersAppreciating the Entire Relationship

Enable your enterprise to quickly determine: • Customer Serviceability

- Product penetration levels- Serviceability potential• Cost Avoidance- Optimal way to serve customers- Re-directing unfavorable business transactions to competitors• Governance, Compliance and Controls- Better understand customer churn


Where do I get Started?

What is my confidence level in my address data?

– Change– Currency– Completeness

Addresses & Geospatial Data



Is there a place I can go to see location patterns & trends in my data?

Make sure the business

cares!

Visualization & Analytics Reporting




How can I change my business?

Integrated Decision Making

& Business Strategy

Visualization & Analytics Reporting



“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.”


DMTI Spatial Inc.15 Allstate Parkway, Suite 400Markham, Ontario, CanadaL3R 0B8

Phone: +1-905-948-2000Toll Free: +1-877-477-3684Fax: +1-905-948-9404E-mail: [email protected]

www.dmtispatial.com

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.

Thank you

address governance- the importance of having a correct and reliable address

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