The improved quality assurance feature for the United States customer addresses aims to enhance geolocation accuracy by using the ZIP+4 extension. This update is intended to increase the accuracy of nearest store calculations and geolocation-based marketing insights to overcome the limitations of the traditional ZIP code system, which often produces imprecise results in densely populated areas. The feature supports more effective and targeted marketing campaigns by using this finer level of data.
Capabilities
- Quality assurance precision boost: Customer address datasets undergo post-processing checks where missing ZIP+4 extensions are validated and the existing ones are reviewed and corrected to ensure improved precision.
- Enhanced geotargeting: Customer address datasets enriched with the ZIP+4 extension refine transformation logic to enable hyper-localization in campaigns and analytics.
Use cases
- Marketers seek more precise geolocation of customer addresses to accurately determine the nearest store for customers within densely populated ZIP code regions and enhance store location accuracy.
- Marketers improve omni-channel campaigns by creating more targeted audiences to leverage greater location granularity for better campaign precision.
- Data analysts delve into enhanced analytics for the omni-channel journey and provide data analytics teams with more accurate geolocation insights, which improve campaign performance and customer engagement.
Limitations
- Changes are not applied to existing filters and calculation methodologies, and are limited to those that rely on ZIP and ZIP+4 extensions.
- Nearest store calculations continue to rely on "as the crow flies" distances and do not incorporate travel time or route optimization.
- The ZIP+4 extension code data might be stored differently based on configurations, which affects usability in certain scenarios.
- Only customers migrated during the data warehouse upgrade have the option to request the re-processing of historical data for the ZIP+4 extension enhancement through customer value managers (CVMs).
Acquia CDP