In the past many geomarketing and micromarketing applications were processed exclusively as batch applications. In the age of e-business a radical rethinking is necessary even here. In many Internet applications or in the "inbound" application in call centers, address geocoding measures must already take place when entering the address "on the fly". It is self-evident that user-friendliness plays a great role here. For that reason, an intelligent assignment of reading, hearing and spelling errors and abbreviations in the address is absolutely necessary - especially for e-business applications - in order to achieve a high assignment rate with the highest degree of detail.

Only when address geocoding takes place in real time is a direct reaction to the assigned geographic information in the ongoing transaction possible. For example, in Internet applications the personalization of the sides is created according to the geographic information. Within a shop system the delivery and payment conditions can be adjusted depending on the assigned credit standing data, and in an "inbound" application of a call center the dialog can be given as dynamic, according to the typology or the milieu.

For new addresses for which no further information about the person is available, it is also possible via address geocoding to adapt the dialog to the environmental conditions of the new customer and to undertake a personalization on the basis of geographic information.

Realizing the competitive edge
In many companies address geocoding is still understood to be a pure batch process that is now and then applied to customer and prospect files. Hence potential is wasted! Companies that are able to conduct address geocoding in real time realize a clear competitive edge in their business particularly with new customers.
With the Uniserv solution geocoding, you are able to utilize a large portion of the micromarketing information available on the market, irrespective of the IT platform you use. This applies to both batch operations and to online and to Internet applications in real time without the use of "bridges" and additional development effort. On request, this is of course also available with integrated postal checking and correction. The circle of Uniserv micromarketing partners is steadily expanding.

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