GIS PRODUCT NEWS Locate, Segment, and Target Mailings to Raise Response Rates 23 Address Coder Reveals Valuable Marketing Information in Address Lists How can marketers learn more about the people behind the addresses in their mailing lists? Address Coder, Esri’s affordable stand-alone U.S. geocoding and data-appending software, appends latitude-longitude coordinates, Federal Information Processing Standards (FIPS) codes, Esri’s Updated Demographics, and Tapestry Segmentation data to United States address records. To obtain higher response rates, marketers can use this information to craft specific messaging and promotions that will appeal to similar households in the mailing list. Offered in two configurations, Address Coder matches addresses by the fallback locator concept. For example, if an address cannot be matched at a specific level, such as by street, the geocoder “falls back” to the next level. Address Coder includes four address match ranges, from the Street Ranges Locator to the City/State Locator level. Address Coder Premium begins five-level matches at the “rooftop” level, followed by the same four match levels that are included in Address Coder. The database maps street addresses to a physical location so that each address is a fixed point, not an interpolation from an address range. New features of Address Coder include the ability to append the name of the closest store from a list to each customer record. This is how profitable sales territories can be created that match customer lists with stores to conduct special promotions tailored to customers’ shopping needs and behavior. This feature helps marketers target customers who are located within a desirable distance, thereby increasing the likelihood that they will respond to the promotion. Another feature enables users to append the distance from a point; for example, insurance companies can measure the distance from disaster sites to determine percentages of risk for area locations. Public safety agencies can use this information to define where to place services before, during, and after an evacuation. Data updates include Esri’s 2009 Updated Demographics and Tapestry Segmentation data. The geocoding reference data includes Tele Atlas/TomTom Address Points and streets data and is current as of February 2009. The Tele Atlas/TomTom Address Points database now includes more than 51 million reference U.S. address points. With minimal training, users can quickly and easily geocode address lists by a single record or in batch mode for marketing, direct mail, and notification campaigns. Marketers in all industries can raise response rates by targeting only the most profitable audience, avoiding areas with low potential, then segmenting mailing lists and devising separate messages based on demographics, lifestyle information, physical locations, and spending habits. Address Coder is available for the United States, by six-state regions, or by individual state. Built with ArcGIS Engine and Esri’s geocoding locator technology, Address Coder provides a proven address matching concept that is already part of ArcGIS. More Information To learn more about Address Coder, visit www. esri.com/coder. Match Found Address Points Locator Match Found Street Ranges Locator 99999-9999 Match Found ZIP+4 Data Appended Address Record Name: Joe Smith Address: 123 Main St. City: Anytown State: CA ZIP Code: 99999-9999 Latitude: 32.87090 Longitude: -117.23261 Census Geocode: 060730083151000 Tapestry Segmentation Code: 08 Population Current Year (block group): 1,348 Household Current Year (block group): 752 99999 Match Found ZIP Code This appended address record shows the addition of Tapestry Segmentation and demographic data codes. • City Match Found City/State Locator – Premium – Standard Address Coder uses the fallback locator method to match address records. The graphic shows the levels of geography available for address matches, along with the detail that geocoding provides to a standard address record. • Consumer spending indexes for 20 categories of products and services • Total businesses and total employment information for each county’s dominant industry Esri’s Sourcebook•America with ArcReader contains all the data from both soft-cover volumes, along with query, sort, and report software, on a single CD-ROM. Esri’s ArcReader map display software enables users to easily view, explore, display, and produce presenta presentation-quality maps that illustrate the demo demographic data. For users needing more refined research and analysis, Esri’s Sourcebook•America with ArcReader is also available with tract/place data. The census tract data pro provides detail for a trade area at a smaller standard geography level than at the U.S., state, and county levels; the place data enables analysts to view an area from another perspective. In addition to this data, all the features in the standard version are included, along with Tapestry Segmentation data for every U.S. census tract. Data from the Sourcebook products can be used to • Determine whether current government services are meeting a population’s needs. • Explore new markets and business opportunities. • Forecast demand for products and services in existing markets. • Evaluate store performance. • Profile customers or constituents. • Analyze sales by territory. More Information For more information about Esri’s 2009 Sourcebook products, visit www.esri.com/ sourcebooks. Esri’s 2009 Sourcebook Products Provide Exact Data Perform Accurate Research To perform accurate research, all organizations need quick and easy access to the most exact data. The 2009 Sourcebook products contain Esri’s newly released 2009/2014 demographic, business, and consumer spending data. This information, packaged in soft-cover volumes or on a convenient CD-ROM, is a valuable reference tool for anyone who needs accurate information about any ZIP Code or county in the United States. Sourcebook of ZIP Code Demographics, 23rd Edition, contains categories of detailed demographic information, such as population, race, age, housing, income, and spending, for every U.S. ZIP Code. Data methodology statements, data variable definitions, Tapestry Segmentation descriptions, and cross-referenced lists are also included. Other content consists of • 2009 demographic data estimates and 2014 forecasts • All residential and nonresidential U.S. ZIP Codes • Business summary data about local firms and the total number of employees • Consumer spending indexes for more than 20 categories of products and services • Dominant lifestyle segment in each ZIP Code classified by Tapestry Segmentation Sourcebook of County Demographics, 21st Edition, contains more than 80 updated data variables, such as population, households, families, income, race, age, and consumer spending, for every U.S. county. Lists of core-based statistical area (CBSA) codes and definidefini tions, designated market area (DMA) codes and definitions, methodology statements, and definitions of data variables are included, along with maps of each state marked with county and CBSA boundaries. Other content consists of • 2009 demographic data estimates and 2014 forecasts