UNISERV GmbH

   
Rastatter Straße 13   
75179 Pforzheim
Germany   
Tel. +49 (0) 7231 / 936 - 0   
Fax +49 (0) 7231 / 936 - 2500

FAQs about Geomarketing & Micromarketing

 

How does UNISERV see its role in the geomarketing and micromarketing market?

Uniserv provides the technology, which with a minimum amount of effort and expense (both as data provider and as user) ensures that the geomarketing & micromarketing data of different providers are available in a high quality and great reliability for the users, irrespective of the particular IT environment.

We work together in the respective market segment with all important – even competing – providers of geographic micromarketing information. The prerequisite is that the particular provider actively pursues in his business model the utilization of geomarketing and micromarketing information on-site at the user's location.

 

What advantage do I have as user if I realize geomarketing and micromarketing applications with Uniserv solutions?

  • You can use address geocoding directly in all system platforms from mainframe to UNIX, AS/400 or Windows.
  • Not only can you use it in batch processing, but also in real-time, interactive applications.
  • All generally used interfaces are available to you ranging from Basic API to COM, Corba, Perl, Java, PHP, Oracle or mySAP.com. Thus you can use our solution geocoding in your application directly, without having to expend extra development effort.
  • You can assign geomarketing and micromarketing information from different providers via the same interface. That gives you flexibility and investment security.
  • Address geocoding with Uniserv offers you error-tolerant assignment with a high assignment quota and the highest possible assignment accuracy.
  • Address geocoding with Uniserv solutions can be carried out integrated with postal checking and correction because it is based on the same city and street directories. This ensures you the highest data quality and data integrity, even with changes in the postal code system, with incorporations or the renaming of streets.
 

For which countries are Uniserv geomarketing and micromarketing systems available?

At present, the system geocoding is technically available for 15 European countries. This means that 370 million consumer addresses and 17 million business addresses can be geocoded down to the single house layer. In addition to our already existing partnerships in geocoding, we are expanding our partner network further. The circle of our micromarketing partners is constantly widening.
 

What advantages result from a cooperation with Uniserv for a provider of micromarketing information?

Without having to make own investments in the development of software, you benefit from the following advantages in a cooperation with Uniserv:

  • Shared customers profit from the use of ultra-modern technology. That means error-tolerant assignment with a high assignment quota and the greatest possible assignment accuracy.
  • The solution is available for all generally used IT platforms.
  • Address geocoding is available both for batch processes and for real-time applications, which are steadily gaining in significance. This opens up completely new opportunities for you to market your geographic information.
  • The street directories, which offer blanket coverage and are kept up-to-date, allow in many cases a simpler aggregation of geographic information.
  • We can offer users a solution for address geocoding including postal checking and correction.
 

What advantages do Uniserv's European street directories, which offer blanket coverage, have for address geocoding?

Street directories that are as complete and up-to-date as possible are the prerequisite for every small-area geocoding. Moreover the street directories must offer blanket coverage and be duplicate-free. This is what explains the high error-tolerant assignment rate (depending on the quality of the addresses nearly 100 percent) and the high reliability in the assigning (prevention of assignment errors) which characterizes Uniserv's geocoding systems.
In the cooperation with Uniserv, these advantages benefit both the provider of geographic information as well as the user.
 

How often does Uniserv update the geocoding reference tables when these are obtained integrated with the data for the postal check?

This differs depending on the country according to the updating rhythm of the various postal data. For most countries the updates take place every three months, for some countries every two months or even monthly. Even if the actual geocoding information is subject to another or even lesser volume of change, you receive an integrated stock of addresses in which the geographic information is referenced on the basis of the most up-to-date postal information. Advantage: correct geocoding is thus assured even in cases of changes in the postal system, incorporations or the renaming of streets!
 

Why does Uniserv recommend conducting the address geocoding and the postal checking and correction on the same (up-to-date) postal reference database?

Even when geocode information can only be surveyed at rather long intervals (example: coordinates) and thus actually no changes are incurred, it is advisable to always reference the geocode information to the current postal data files. Thus the geocode information is available even when, according to the survey, towns were incorporated, postal codes changed or streets were renamed. This assures you the highest data quality in your application.
 

Why does Uniserv speak of expert systems when referring to its geocoding program for the respective national solutions?

Because the systems were not developed on the basis of the lowest common denominator, but rather intensively on the particularities of the respective country, the respective national postal organization and by taking the language into account.
 

Is it possible to transfer the house number and the street name to the system for address geocoding in one field?

Yes! The house number can be transferred both together with the street name and also alone in an own field. If the house number is transferred together with the street name, this will automatically be correctly analyzed for the address geocoding by the Uniserv system post. This also applies in complex cases such as with house number suffixess or with numerical street names.
 

Do geocoding solutions also support unstructured entries?

geocoding expects the address information at least line by line (street line, city line, postal code). In conjunction with postal check and correction and the optional available function convert-address it is possible, to enter the addressing data for the address geocoding to the greatest extent unstructured. It is then even possible, to enter all address information without a line break  in one line and nonetheless to obtain a tested, corrected and properly formatted address including the assigned geographic information.
 

Wherein lies the advantage, that the geocoding automatically and dynamically takes place by breaking down the addresses in the greatest detail?

How deeply information is broken down is differently pronounced in most geographic information databases. Thus, information in the larger cities is often available in the street or house number layer while in smaller towns information is often only available in the town district or even the town layer. Through the automatic and dynamic adjustment of the depth of the breakdown, geocoding always supplies the most detailed layer and notifies the application on which breakdown layer (single house, street section, street, district or entire city or town) the information was assigned to.
 

Is the geocoding primarily suited for B2C or for B2B applications?

The solution can be utilized for both applications. However, there are differences in the type of the assigned information. Geographic information such as coordinates, barcoding in postal freight shipments or the assignment of public authorities and administrative units are utilized both in B2C and in B2B applications. Micromarketing information such as milieu and type information are utilized exclusively in B2C applications.
 
 

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UNISERV GmbH

   
Rastatter Straße 13   
75179 Pforzheim
Germany   
Tel. +49 (0) 7231 / 936 - 0   
Fax +49 (0) 7231 / 936 - 2500


www.uniserv.com  | 
16.05.2008
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