Melissa Data Feature Articles
Connecting the Dots: Why Geocoding is Critical for Businesses
By Bud Walker and Abby Garcia Telleria, Melissa Data Corp.
Many companies have found geo-location or geo-targeting technology to be of value in Internet advertising. Pay-per-click search engines like Google and Yahoo offer the ability for advertisers to deliver targeted advertising banners based on the location of the website visitor's IP address.
For marketers, geocoding is critical in targeting specific demographics. Appending demographic census track data to latitude and longitude coordinates helps marketers target the right demographics - those who would be most likely to respond to their offer or marketing message.
Insurance companies are relying increasingly on geocoding techniques to help set premiums and make underwriting decisions based on the physical location of the insured property. Take Hurricane Katrina and storm-surge damage, for example. Most insurance carriers have their own set of rules and criteria when it comes to underwriting, such as property elevation and determining the distance of the property from/to the coast. Such an imprecise standard may leave carriers insuring properties that may not be situated in a flood zone, but are actually in a storm-surge zone - where the flood exclusions in their policies would not apply.
"With mapping applications in such widespread use, companies have a need to translate existing address data to their respective lat/long coordinates, " says Bud Walker, product manager for Melissa Data, a data quality and geocoding service provider.
"The benefits of high-accuracy address geocoding are manifold and serve a diverse set of applications such as market segmentation, demographics, spatial, dispatched services, nearest location queries, sales districting and zoning, tax jurisdictions, elections, etc., " says Walker.
One of the most widespread uses of geocoding technology is in store/dealer locators. Businesses use geocoded data to ascertain proximity to potential customers, distance to suppliers and competitors, service areas and delivery routes. You've probably experienced a locator lookup yourself - maybe to find a restaurant, pet shop or the Sprint Nextel store nearest your home or business.
However, to adequately serve its 52 million customers, Sprint Nextel often has multiple stores located within the same ZIP Code. So which neighborhood store is closest to a particular customer's home? Using a geocoding solution to power the Store Locator on its website allows Sprint...
Help with geocoding
Morning-I'm trying to plot a list of addresses on a map using yahoo's service for that. Problem is, the data requires it being in a specific form according to an excel template they've provided as an example.
Now i'd like to know ;
1. General advice on the proccess
2. A way for excel to 'intelligently' break up data into corresponding cells
The problem is my data looks like this:
B & B Real Estate
7525 Auburn Boulevard
Citrus Heights, CA 95610-2239
And needs to look like this: (| being cell lines)
1600 Pennsylvania Avenue NW | Washington | DC | 20500 |The White House