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Data Quality, Data Hygiene and other Healthy Habits: The Business of Geocoding…and more

Tuesday, August 6th 2002
Classified Ads:
In business, your customer database is your gold mine to success. In larger enterprises, where millions of customer records are in play, you had better be able to keep it clean and current. By clean, I am referring to accurate names and addresses. And, in our business, I am specifically referring to the ability to use the data to retrieve location-based information.

I am not going to go into the workflow of how addresses are turned into a geographically-referenced points on a map. You can find that out by contacting the vendors I will mention below. But, it is important to understand that good address standardization is a key to quality.

Earlier in the week, I had a conversation with representatives from Sagent, the company that acquired QMS, which had been one of the companies that supported geocoding solutions. QMS was acquired by Sagent because it had a key component of what used to be called “database marketing” or “data warehousing” and now is more commonly referred to as “business intelligence” applications or customer relationship management (CRM). Sagent's GeoStan is a geocoding module; its Spatial + has the ability to store spatial primitives in a binary file and execute spatial queries rapidly. Centrus is Sagent's complete solution for data quality and address standardization, and thus provides more than simply processing lists of names and hoping to get good geocodes. One key buzzword that I latched onto that will be used by Sagent in future promotions is "operational GIS"; a term they used to describe applications where location is an essential, daily element to analyze investment return and financial risk.

The shakeout in this industry did not stop with QMS. Matchware Technologies was acquired a few years ago by Vality, which in turn has just been recently acquired by Ascential Software, a company emphasizing "enterprise data integration." Trillium Software, a Harte-Hanks company, offers CRM, an eBusiness suite, and data warehousing. Group 1 also provides many solutions for data quality and our own Marty Sohovich is a contributing editor for geocoding solutions. Group 1 emphasizes CRM and has recently been integrating some of its applications with Siebel 7.

Closer to home, many "pure GIS" companies --- Navtech (NAVSTREETS), Tele Atlas (EZ-Locate), GDT (Matchmaker), and MapInfo (MapMarker) -- employ their own geocoding engines and OEM these products to GIS software companies. Most evolved as an ancillary tool since the street centerline databases that are being sold already maintain accurate block address ranges as an attribute.

I wish I could tell you which ones would win the overall award in a "shoot-out," but to adequately assess the qualities of each, it would be necessary, obviously, not only to look at hit rates but the positional representation after the geocode is created. I welcome more comments from readers on this subject as this is meant to present a resource for you to perform your own research. Good luck.


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Recent Comments

Journal News Removes Interactive Gun Permit Map

The Lower Hudson Journal News has been under fire for publishing a map of gun permit holders in two counties in New York State  before Christma. (APB coverage 1, 2, podcast). On Friday January 18 the paper removed the interactive map. Why? Publisher Janet Hasson gave answers in a media statement and in a letter to readers.

In a statement in response to The Poynter Institute (a journalism school) she argued:

With the passage this week of the NYSAFE gun law, which allows permit holders to request their names and addresses be removed from the public record, we decided to remove the gun permit data from lohud.com at 5 pm today. While the new law does not require us to remove the data, we believe that doing so complies with its spirit. For the past four weeks, there has been vigorous debate over our publication of the permit data, which has been viewed nearly 1.2 million times by readers. One of our core missions as a newspaper is to empower our readers with as much information as possible on the critical issues they face, and guns have certainly become a top issue since the massacre in nearby Newtown, Conn. Sharing as much public information as possible provides our readers with the ability to contribute to the discussion, in any way they wish, on how to make their communities safer. We remain committed to our mission of providing the critical public service of championing free speech and open records.

In a letter to readers published on Friday she wrote:

So intense was the opposition to our publication of the names and addresses that legislation passed earlier this week in Albany included a provision allowing permit holders to request confidentiality and imposing a 120-day moratorium on the release of permit holder data.

She goes on to say that during the 27 days the map was online any one interested would have seen it and that the data would eventually be out of date. She also noted that the paper does not endorse the way the state chose to limit availability of the data.

The original map/article still includes a graphic - but it's a snapshot, a raster image, with no interactivity. Says Hasson in the letter to readers:

 And we will keep a snapshot of our map — with all its red dots — on our website to remind the community that guns are a fact of life we should never forget.

I continue to applaud the paper for requesting the data via a Freedom on Informat request, mapping it, keeping the map up despite threats and criticism and now responding to state law. I think the paper did a service to the state, to citizens and to journalism.

- via reader Jim and Poynter

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