1. WHITE PAPER
Staying On Track
Importance of Quality POI Data in Mobile Search and Navigation
Whether your clients are using an in-car navigation system to travel across
the country, checking their Personal Navigation Device (PND) to find the
nearest gas station, or navigating a new city with a smartphone, Points of
Interest (POI) data lies at the heart of their search. Without quality POI data,
your customers may miss out on a golf game. They could be late for a movie.
Or they may not make it to the bank before it closes.
In today’s location-based world, consumers are increasingly demanding
accurate POI data to help them stay on track. This paper will explore the key
challenges faced by companies looking to drive customer satisfaction with
accurate, updated and complete POI data, and introduce the many
advantages of frequent updates to your POI database.
Throwing the road atlas out of the window
No one will argue that mobile search and navigation is here to stay. According to a 2010
Berg Insight report, Mobile Navigation Services – 4th Edition, more than 200 million
navigation systems are in use worldwide, including about 40 million factory-installed and
aftermarket in-dash navigation systems, more than 120 million PNDs and about 44 million
navigation-enabled mobile phones.
And those numbers are expected to rise. Berg Insight predicts the number of active users
will exceed 50 million in North America in 2015. In a 2011 navigation system survey by ORC
International and commissioned by Infogroup, 69% of U.S. respondents said they currently
use a mobile GPS system or navigation aid at least once a month.
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The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other
information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.

2. The audience for these navigational products is diverse: According to the ORC survey,
households with children tend to use more navigation products, both free and paid.
Hispanics show a preference for PNDs versus paid mobile apps. And interestingly enough,
high school dropouts use more paid mobile apps than free ones.
As these navigation products become more popular, it’s clear that the need for POI data is
crucial.
Research by Strategy Analytics reveals that U.S. consumers see POI search as the only
feature they require. The company surveyed 625 automobile owners in the United States
and Western Europe to examine usage of navigation devices. According to the 2010 study,
“PND Owners Unlikely to Discontinue Using Their GPS Handheld,” almost three-quarters of
navigation consumers in the United States insist on POI search as a navigation system
feature.
Keeping up with ever-changing POIs
Simply having POIs in your navigation system isn’t enough; consumers are demanding the
freshest maps and the most complete POI data available. According to the Navteq Attendee
Input Survey 2009, 86% of respondent wanted monthly or quarterly updates to POI data.
Some of the strongest demand for accurate POI data lies in categories such as gas stations,
hotels and restaurants. (In fact, respondents in the ORC survey listed restaurants as their
top POI category, with 69% saying they searched for eateries and coffee shops the most.)
Keeping up with these high-churn businesses can be daunting: In a typical month, data
compiler Infogroup adds 150,000 new businesses to its business database and deletes
130,000 businesses. And according to the Small Business Association, more than 1 in 10
businesses move every year. Many third-party vendors, map providers and system
integrators update their POI data only once a quarter, so there’s a good chance the POI files
that come installed on a new navigation device are already outdated.
Wading through inaccurate, duplicate and incomplete POI information can kill your
customers’ faith in your product. Let’s face it – there are only so many times a client will
forgive you if you send them to the wrong place, direct them to a place that doesn’t exist or
give them the wrong phone number. Dissatisfied customers will be tempted to look
elsewhere for good data.
So what can you do to increase customer satisfaction and inspire loyalty?
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PRIVATE AND CONFIDENTIAL INFORMATION
The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other
information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.

3. The Solution:
Increase the frequency of updates to your POI database
With monthly, weekly or even daily updates, your customers will be able to find more “hot”
new restaurants, “hip” hotels and scenic locations. They’ll save time, fuel and money on
road trips. They’ll easily find their way around a new city on foot. And most importantly,
they’ll trust that you’ll always keep them on track.
So how can you find the most accurate, up-to-date and complete POI data partner? Easy –
do your homework and ask industry associates what service they use.
Here are a few things to consider before choosing a POI data partner:
• Look for a company that compiles, maintains and updates its own POI database
In today’s volatile world, business data changes rapidly, and staying on top of these
changes is a full-time job. Make sure the company you choose compiles its own POI
database and provides frequent updates. If you rely on information more than a month
old, you could be replacing bad data with bad data.
• Seek a company that specializes in POI data
Sure, every third-party vendor says it specializes in POI data, but does it really? The
ideal service should live and breathe POI data – for example, dedicating entire teams
to compiling, verifying and updating POIs in all categories and in all geographic
regions. The ORC study makes it clear that your customers are all shapes and sizes,
and you will need a solution that offers accurate POI data to meet all of their needs.
• Choose a service that offers more than just addresses and phone numbers
Not only should your POI database contain addresses and phone numbers, but it
should also offer those extra details your customers want. Let’s say, for example, your
customer is searching for a Thai restaurant that stays open until 11 p.m. and accepts
Visa. Does your current POI data offer these details? If not, it’s time to shop around.
Infogroup – Your POI data partner
Infogroup meets all of the requirements above and is a powerful ally in creating a quality
customer experience. Infogroup is consistently chosen by top-tier search engines and
navigation providers due to its superior compilation, verification and quality assurance
processes that produce the highest-quality POI data for search applications. Infogroup data
powers the top 5 Internet search engines and provides POI data for the leading in-car
navigation systems.
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PRIVATE AND CONFIDENTIAL INFORMATION
The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other
information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.

4. An independent auditor recently compared our business and POI databases against two top
competitors, and found Infogroup has the most accurate company names, highest
percentage of current phone numbers and addresses, best categorization, and the least
amount of out of business records.
Here’s the breakdown of the results:
INFORMATION INFOGROUP COMPANY A COMPANY B
Company Name Accuracy 96.8% 90.3% 92.6%
Address Accuracy 95.3% 89.8% 91.9%
Phone Number Accuracy 90.1% 74.6% 66.7%
Line of Business Accuracy 85.9% 67.6% 67.9%
Address to ZIP+4 Accuracy 93.9% 89.1% 90.6%
Out of Business Rate 4.4% 11.6% 14.9%
*2009 Business Database Competitive Audit Report. The Peter Kiewit Institute's College of Information Science &
Technology (IS&T) at the University of Nebraska at Omaha (UNO)
The value of updates: accuracy, coverage, relevancy
Infogroup updates its business database monthly, adding and deleting businesses, and
adding and updating unique enhanced content such as brands, hours, payments accepted
and more. In a typical month, we add 150,000 new businesses to our Business Database
and delete 130,000 businesses. The entire database is also processed monthly through
Address Correction Encoding software and the USPS® National Change of Address
(NCOALink®). In addition, Infogroup provides weekly feeds of new businesses, with real-
time updates expected in 2012.
Infogroup researchers conducts more than 26 million phone interviews along with other
custom category specific research for validation of business name, location address, lines of
business, opening/closing hours, payment options, brands, amenities, specialties, URL, toll
free number, social network pages, business descriptions and more.
We don’t stop there.
Infogroup employs a dedicated team of 25+ researchers to enhance content depth for
consumer centric categories. For example, in the case of a gas station, associates will add
information such as the availability of diesel, presence of an ATM machine, 24/7 operating
hours and more. For categories like golf courses, the information would include number of
holes, practice range while for hotels it is about shuttle service, Internet access (free or
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PRIVATE AND CONFIDENTIAL INFORMATION
The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other
information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.

5. paid), pool (indoor or outdoor) and so on. These attributes help Infogroup customers focus
on picking the relevant listings to optimize the search experience.
Additional compilation and verification methods include:
• Partner feedback – Our “feet on the street,” Infogroup’s partners send an average of
13,000 records per month that contain real-time updates about business locations in
our POI database. Partners include top-tier search engines, car manufacturers and in-
car navigation services.
• Express Update – This service from Infogroup helps businesses with both chain and
independents alike keep their location and information current, as well as add
enhanced content. (In fact, 95% of business owners who submit their data via Express
Update provide enhanced content.)
• Web double-checks – To ensure the integrity of our POI database, Infogroup
conducts a monthly website double-check process to compare Infogroup data to
external corporate data. This process helps add new locations and properly categorize
management and non-retail locations within the database, as well as standardize and
improve corporate coverage.
• Standardization – Infogroup processes franchised chains through a portfolio of
specific queries in order to identify issues with franchise codes, categories or naming
conventions on national chains. This process helps eliminate duplicate records and
makes it easier to find business names as they are known on the street. Currently,
Infogroup tracks more than 1,500 franchise chains.
Accurate POI Data: The Heart of Customer Experience
Competition is stiff in the location-based services marketplace, and you don’t want to get the
reputation of having outdated or wrong information. With Infogroup’s accurate, up-to-date
POI data, your customers will find the closest shopping mall, the nearest hospital, the most
convenient gas station…everything they need to travel confidently to their next destination.
For more information on the complete range of POI data available from Infogroup, or if you
would like more information on the ORC POI User Study, call 000.000.0000 or email
address here today.
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PRIVATE AND CONFIDENTIAL INFORMATION
The attached information is exclusively owned by Infogroup. The information should not be used to perform or prepare any comparison to other
information databases or otherwise duplicated or distributed to any third party without the written consent of Infogroup.