Working with addresses is hard! Each address in the U.S. has 13 attributes, and there are over 300 attributes to consider worldwide. Precisely’s geo addressing combines address verification, geocoding, and returning valid and accurate address suggestions, plus it appends a unique and persistent ID that enables an address to serve as the common element for simplifying data enrichment and enables context around said address. Different business needs require a unique standardization, verification, and enrichment approach. Questions such as: - Is a house in an area of high fire risk? - How can we target our advertising to families living in apartments? - Which downtown businesses can I serve with my existing fiber-optic infrastructure? Are easy to answer with geo addressing and data enrichment. Join us to learn how: - Adding context to data such as points of interest, property details, demographics, and boundaries (neighborhoods, postal codes, flood zones) can help bring agility and insights to improve business processes - Scalable, international geo addressing can simplify the matching, cleansing, verification, and geocoding of diverse business data across an organization - A unique and persistent identifier helps simplify the labor of joining disparate data sets for seamless data interoperability without costly and time-consuming spatial processing

1. Simplifying Data
Interoperability with Geo
Addressing and Enrichment
Markum Reed, Ph.D.

2. SPONSOR
2

3. MARKUM REED
Research Director for
Data Management
TDWI

4. Introduction
• Geospatial data is central to scientific domains and ubiquitous in
governments and businesses
• Opportunities for collaboration using geospatial data are
constrained by the need for privacy and confidentiality

5. What is geospatial data?
• Geospatial data
– describe objects, events, or other features with a location
– combines location information and attribute information
– involves large sets of spatial data gleaned from a diverse sources in a
variety of formats
– is most useful when it can be discovered, shared, analyzed, and used in
combination with traditional business data.

6. Types of geospatial data
• Geospatial data is information recorded in conjunction with a
geographic indicator
• Two primary forms of geospatial data:
1. Vector
2. Raster

7. Examples of geospatial data
• Vectors and attributes
• Point clouds
• Raster and satellite imagery
• Census data
• Cell phone data
• Drawn images
• Social media data

8. Challenges of geospatial data
• Volume of geospatial data
• Stored across many different files
• Stored in different formats
• Calibrated by different standards
• Requires specialized knowledge

9. Geospatial data collection and management
• Enterprise geospatial data is large
• Organizations use services to obtain curated geospatial data
• Organizations should maintain data quality
• Poor data results in models of limited use

10. Benefits of using geospatial data
• Advance warnings: Gives a heads-up regarding incoming
changes
• Deeper understanding: Provides evidence of why/how analytics
solutions work
• Heightened efficiency: Use numerical precision to improve
efficiency of operations

11. Geospatial data: Structure and Function
• Structured Data: identity, location, shape and orientation
• Business assets: roads, buildings, property lines, infrastructure
• Unstructured Data: raster imagery can be tagged and geocoded

12. Geospatial Data Issues
• Challenges to Using and Sharing Confidential Geospatial Data
• Practical Solutions for working with Confidential Geospatial Data

13. Managing Geospatial Data
• Managing geospatial data and metadata is different
• Raw geospatial data is generally meaningless to the human eye

14. Add metadata to make managing your data easier
• Once you know the most common ways geospatial data is used
within your organization, start adding the metadata
• Classify them based on traits:
– Which departments use them
– Which format
– Which geographical areas they cover
– How often they’re updated

15. Treat geospatial data as an organization-wide asset
• Geospatial data has use in many of your organization’s
operations
• Have geospatial data technical guidance
• Every department should understand the importance of
geospatial data

16. Track, review and revise how geospatial data is serving your
organization
• Develop a set of performance indicators
• Review regularly to ensure geospatial data is driving progress
• Adjust your geospatial data strategy as needed

17. Sources of Geospatial Data
• Geospatial data can come from many sources
• Sources can have different projections and reference points
• Ease to gather in-field data
• Field devices gather positional information about assets
In-Field Gathering

18. Geospatial Databases
• In geospatial databases, objects are grouped into classes, and
their data would be stored in separate tables
• Data about a street system is usually stored in a separate
database from data about the same area
• These datasets need to be placed into a single representation

19. Metadata
• Metadata sits in an adjacent dataset
• Community has created standards for its metadata
• Standards include structured fields and unstructured metadata
– Federal Geographic Data Committee (FGDC)
– Content Standard for Digital Geospatial Metadata (CSDGM)
– ISO 19115 standard

20. Advantages of Digital Map Data
• Raw data can be reused in various maps
• Better ROI in the data asset
• Wide variety of analyses

21. Data Sharing
• Unlike most industries there is a culture of data sharing
geospatial data
• Many government agencies freely provide their datasets for a
variety of uses
• Finding the datasets or services you want is sometimes tricky

22. Industry Standards
• Geospatial data faces the same data management challenges as
traditional structured (or tabular) data
• Needs appropriate versioning of data and archiving
• Organizations often integrate data from multiple sources, some
have unknown reliability
• Metadata of original and derivative datasets must reflect all these
issues

23. Conclusion
• Geospatial data can be complex
• Raw geospatial data is useless converted to rich, graphic
expression, but this is impossible without precise metadata
• Business analytical possibilities endless

24. ANDY BELL
VP Global Data
Product Management
Precisely

25. Simplifying Data
Interoperability with
Geo Addressing and
Enrichment
Andy Bell | VP Product Management, Enrich

26. The elements of data integrity
Modernize your
infrastructure for the
cloud, eliminate data
siloes, and automate
business processes
Build data governance
and quality into your
data-centric processes
to ensure accuracy
and consistency
Leverage the location
information inherent in
your data for more
sophisticated analytics
and actionable insights
Complement your core
business data with
expertly curated datasets
to add critical context and
increase value
Create seamless,
personalized
and omnichannel
communications on
any medium, anytime
Integrat
e
Verify Locate Enrich Engage
26 Simplifying data interoperability with geo addressing and enrichment

27. Location
intelligence &
data enrichment
provide context –
an essential
element of data
integrity
27 Simplifying data interoperability with geo addressing and enrichment

28. Context supports better, faster
decision-making
Better risk
assessment
Pre-scoring of addresses for
underwriting for insurance and
financial services
Single view of customer across
the organization
Improved
customer
engagement Accuracy in location and
identity
Better decision
making
28
28 Simplifying data interoperability with geo addressing and enrichment

29. Track record of success solving real-world
challenges
in a complex, digital economy
29
• Underwriting
• Risk Accumulation
• Catastrophe Modelling
• Claims Processing
• Fraud analysis
• Customer Insights
• Network and coverage
planning
• Opportunity analysis
• Location-based
marketing & advertising
• Asset management
INSURANCE TELECOMMUNICATIONS
• Citizen communications
• Service optimization
• Election operations
• Census operations
• Emergency response
and management
• Home search
• Data cleaning
• Data preparation
• Automated valuations
• Geotargeting
• Audience profile creation
• Mobile marketing &
advertising
• Geofence campaigns
GOVERNMENT REAL ESTATE AD TECH
• Retail location analysis
• Location-based
marketing & advertising
• Store finder
• Service area analysis
RETAIL
• Address data capture
• Customer insight
• Reduce abandonments
• Logistics and delivery
• Location-based
marketing & advertising
ECOMMERCE
• Mortgage processing
• Customer Insight
• Master Data Management
• Financial crimes
and compliance
• Branch location analytics
FINANCIAL SERVICES
Simplifying data interoperability with geo addressing and enrichment

30. Providing context to
business data powers
faster, more confident
decisions
Simplifying data interoperability with geo addressing and enrichment
30
Enriching business data makes sense, but geospatial
data is complex
• Leverage addresses as a common factor to bring
data together
• Verify, standardize, and manage the address
• Enrich addresses with more attributes providing
context

31. 31
Customer benefits:
• Data is easily consumed and
trusted for use in their business
• Resources can focus on
business processes rather than
on prepping data
• Consistent use of data across
business processes
Different mailing standards, for example:
• Common U.S. addresses can have 13 attributes
• 300+ address attributes to consider around the world
Different purposes require a unique approach
to standardization and verification
Working with
addresses is
hard!
Geocoding
Mailability Deliverability Serviceability
Simplifying data interoperability with geo addressing and enrichment

32. We address this through the
PreciselyID
• Data Enrichment
Unlock pre-processed reference data with a simple lookup, no
address matching or spatial calculations required.
• Data Management
Keep addresses up to date by storing the PreciselyID, then
performing a reverse lookup to obtain the latest address.
• Data Exchange
Pass PreciselyID to business partners, customers, and suppliers
rather than addresses.
• Analytics
Use multiple pre-process reference datasets to pre-score the entire
US, analyze trends, predict, and target new opportunities.
A unique identifier for every address – that doesn’t change
Simplifying data interoperability with geo addressing and enrichment
32

33. Data Enrichment – A global product
portfolio
Addresses &
Property
Verified and validated address and
property data for map display and
analytics
Boundaries
Administrative, community, and
industry-specific boundaries for data
enrichment and territory analysis
Demographics
Demographic and consumer context
data for better understanding people
and behavior
Points of
Interest
Detailed business, leisure, and
geographic features for location
and competitive intelligence
Streets
Robust street-level data for mapping,
analysis, routing, and geocoding
Risk
Natural hazard boundaries related to
flood, fire, earthquakes, and weather
33
Expertly curated datasets containing thousands of attributes for faster, confident
decisions
Simplifying data interoperability with geo addressing and enrichment

34. Enrichment is customized to the
business problem
Purchases &
Shopping
Building &
Parcel
Boundaries
Lifestyles
Precisely
ID
School Rankings
Points of
Interest
Addresses Population
Property
Attributes
Weather
Natural &
Manmade Hazards
Travel Time
Administrative
Boundaries
Land & Property Consumer Environment
34 Simplifying data interoperability with geo addressing and enrichment

35. Uniquely positioned to address data
enrichment needs
35
Global coverage location enrichment data. Our portfolio includes:
• 400+ datasets
• 250+ countries and territories
• 100s of millions of data points
Datasets that are interoperable and are managed to quality standard, with consistent documentation, and
support e.g.
• Property Graph
• Market and Community Link
Ability to enrich with dynamic data (Dynamic Weather and Dynamic Demographics)
• Data that includes time as a dimension
• Creating insights from data that is updated at regular and short time intervals (e.g. 5 min)
Data experience through deep-domain expertise
• Adding data through, development, partnerships, and acquisitions
Best-in-class addressing and property datasets with a unique and persistent ID
• Link Precisely and customer address, buildings, demographics, risk, and more data using the PreciselyID,
a unique and persistent location identifier
Simplifying data interoperability with geo addressing and enrichment

36. Leveraging Location Data for
Residential Real Estate
Success
SUCCESS STORY
CHALLENGES
• Needed to develop and launch
advanced internet applications and
services rapidly
• Required extensive expansion of
location and property data beyond
in-house sources
• Data quality and currency were
paramount
“It was clear from the onset
that relying only upon in-
house generated, proprietary
data would severely limit what
could be delivered.”
Kit Edwards, Director of Data Analytics
Keller Williams
SOLUTION
• Integration of spatial analytics
capabilities with property and
demographic data
ABOUT THE COMPANY
• Keller Williams (KW) is a global
leader in residential real estate
• Technology-focused developer of
Internet-enabled real estate
solutions
• KW’s future depends upon access
to trusted, hyper-accurate location
data
BENEFIT
• New internet-native real estate
platform developed and deployed in
just months
• Agents and customers benefit from
extensive and accurate property
search and profiling
• Data quality and consistency across
data categories ensures accurate,
useful results that support agent
success and customer trust while
building brand reputation
36

37. CHALLENGE
Current model was underperforming and
created risk for expansion plans
Improving Site Selection Spatial
Analytics, Enrich data, &
Consulting Services
SUCCESS STORY
SOLUTIONS
• Spatial Analytics:
Spectrum Spatial Insights,
TrueView, LI APIs (Routing)
• Geo Addressing: LI APIs
(Geocoding)
• Enrich: Base Demographics,
CAMEO Segmentation, and
StreetPro Traffic
• Precisely consulting
services: Site selection
expertise and solution-specific
mobility data
Needed to reduce risk and
maximize the potential when
opening new stores
BUSINESS VALUE
• Reduced time for site selection
sign off process
• Single “Source of Truth” across a
wide stakeholder group with all
information in a single repository,
Spectrum Spatial Insights
• Avoid bad decisions and inform
better ones – each site costs
+$1m-$10m
Major UK Food
& Beverage
Retailer
37

38. Key takeaways
SUCCESS
Provide context and
visibility into
previously hidden
insights using
streamlined, scalable
data enrichment
solutions to solve
complex business
problems.
CHALLENGE
Operationally efficient
processes using
international addresses
are often challenging
to achieve. Precisely’s
domain expertise
ensures accuracy and
consistency.
PARTNER
Prepping and
integrating data takes
time and expertise. The
most demanding clients
rely on Precisely to
engineer, source, and
maintain address and
enrichment solutions.
38 Simplifying data interoperability with geo addressing and enrichment

39. Thank you

40. QUESTIONS?
tdwi.org

41. CONTACT INFORMATION
If you have further questions or comments:
Markum Reed, TDWI
mreed@tdwi.org
Andy Bell, Precisely
andy.bell@precisely.com
tdwi.org

42. Thanks to Our Sponsor
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