Geocoding a Data Quality Best Practices

SAP AG 2009. All rights reserved. / Page 1

Geocoding

DQ Best Practice

Lofan Abrams

Solution Manager, EIM Data Quality Department

2009


Geocoding Enabling a Geospatial Relationship

SAP AG 2009.

Point on map!

How we use Geocoding

Turns address data into spatial data by appending each address with a latitude and longitude of the physical location.

Once geocoded, other geographic queries can be processed that derive whatthe address (lat/long) is in or near.

802 Bankview Dr

Drumheller, AB, CanadaLatitude = 51.45937

Longitude = -112.71733

What is Geocoding?

Turns location data into a unique latitude and longitude and

show it on a map!


Postal Address vs. Physical Location

SAP AG 2009.

Anywhere Fire District

Zip Code 90210

Anywhere City Limits AnywherePolice

District

Postal AddressStandardized to meet postal rules (USPS)

Meant for mail delivery.Does NOT equal Physical Municipality

Physical LocationAttributes are based on the physical location and NOT the postal address

Anywhere County


Major Use Scenarios for Geocoding

SAP AG 2009.

Logistics Identify accurate delivery route to reduce trucks driving time and undeliverable packages.

Insurance Identify hazard zone to determine risk assessment and premiums.

Civic Analyze location information to plan political strategy .

Retail Analyze customer profiles, store location and develop strategic market program.

Telecomm Analyze dead zone or calls information, and identify location to place cellular communication tower or deploy new services, etc

Utilities Identify geographically close assets for better operation and delivery.

Fraud Detection Identify suspicious customers, transactions, location, and/or other risk factors.

Disaster Recovery Develop effective rescue emergency preparedness planning.

Disease Control Analyze location information to stop the spread of infectious disease.

Real Estate Analyze property value and investment opportunity.


Industry Focus Transportation and Logistics

SAP AG 2009.

Business Challenge

Delivery trucks spending too much time driving, looking for the accurate route to get to the correct address.

Expensive fuel costs

Inefficient delivery process

Solution

Data quality solution that can provide accurate addresses as well as Geocoding information so that a correct route can be determined by other applications.

Benefits

Unified Master Customer Database

Efficient delivery of goods and reduces delivery time

Save fuel cost

Increase productivity

Improve customer satisfaction


Industry Focus Insurance

SAP AG 2009.

Business Challenge

To provide property insurance underwriters pertinent land information for educated risk determinations.

Solution

Combination geospatial data and addressing information coupled with Data Quality Solution to provide hazard database and various risk models such as patterns for fire, storms surges, slopes etc., so that better models can be derived for the insurance underwriters.

Benefits

Tighter risk management for the insurance carriers and the underwriters.

Protection for buyers against questionable property before making a significant investment.


Industry Focus Retail and Marketing

SAP AG 2009.

Business Challenge

Where to open new stores

Help in retaining customer base

Attract new customers

Keeps pressure on the competition.

Solution

Robust platform that can provide accurate addressing information, coupled with census data, to perform a thorough market analysis and site selection surveys.

Benefits

Better business decisions through targeted marketing for selecting store locations by analyzing consumer trends

Market Analysis

Site Selection

Logistics Management


Industry Focus : Telecommunications

SAP AG 2009.

Business locators

Mapping / Web Routing

Business Challenge

Ability to offer wide range of Location Content based

services to consumers

Keeping forward and backward continuity with its

enterprise databases and applications (i.e. BI and

others)

Solution

A data quality solution that is rich in content,

coverage, and in providing accurate location

based information so that various consumer

services can be launched. Using SAP Data

Services, continuity to existing corporate

applications is easily maintained.

Benefits

Overall enterprise support from launching new

applications in Location Based Services, Mobile

Asset Management, and in deriving Business

Intelligence to constantly grow market share


Industry Focus Financial Services

SAP AG 2009.

Business Challenge

Implications for any International bank due to United

Nations (Anti-Terrorism Measures), Terrorist

Financing, and Money Laundering measures to

identify suspicious customers, transactions, location,

and/or risk factors.

Solution

Data Quality solution to determine associated

matches against multiple sources to tie records with

a specific location that is traceable.

Benefits

Account holder information, verifiable against

multiple sources and is tied to a specific physical

location that is traceable. Process flows built around

policies, procedures, compliancy, and control.


Industry Focus Government

SAP AG 2009.

Business Challenge

Need for global and accurate Geocoding

solution from Federal/State/Local Government

agencies, impacting vast range of application to

make intelligent decisions based on the quality

of data.

Solution

Accurate Data Quality and Geocoding solution

to plan for better visibility of critical assets,

evacuation planning, and placement of strategic

resources based on the density.

Benefits

Clean data provides better geocoded results,

hence more accuracy

Global standardization and ease of deployment

Best Practices


Data Services Data Quality

SAP AG 2009.

Increase the value of data assets

Measure and analyze data through data assessment and continuous monitoring

Cleanse and enhancecustomer and operational data anywhere across the enterprise

Match and consolidatedata at multiple levels within a single pass for individuals, households, or corporations

Improve and automate the delivery of direct mail and goods


Data Services Data Cleansing and Enhancement

SAP AG 2009. SAP 2007/Page 13

2357 Jeffersen St.

Austin, Texas 78749

DATASERVICES

Data enrichment allows accurate

mapping to take place - improving:

Tax Identification

Regulatory compliance

Sales analysis, etc

2357 Jefferson St.

Austin, Texas 78749-3811

Latitude: 30.207258 Longitude: -97.847293

FIPS Code: State: 48 - Texas

FIPS Code: County: 453 - Travis

FIPS Code: Place: 48453 - Travis

Taxing Authority Name: Travis

Taxing Authority FIPS Code: 4845348453

Taxing Authority Remittance: 4845300000


Data Services Match on Geographical Location

SAP AG 2009. SAP 2007/Page 14

John Smith

2357 Jefferson St. Austin, TX 74749

GEOCODE: 30.207258, -97.847293

J. Smith

1805 Dowling St. Austin, TX 74749

GEOCODE: 30.206627, -97.847040

Geographic proximity matching:

Marketing Campaign

Fraud Detection

Utility Maintenance Services, etc

Detect Match

within 100

yards!Match?DATASERVICES


Various Type of Geocoding

SAP AG 2009.

15

Geocoding Optimization

Standard Best

CentroidInterpolated Rooftop

Parcel Rooftop

Better

Parcel Rooftop Center Point of a ParcelInterpolated Rooftop Point derived from Address RangeCentroid Center Point of a Zip Code Area


Interpolated Rooftop vs.

Parcel Rooftop

SAP AG 2009.

16

Interpolated Rooftop Get you CLOSER to the DOORParcel Rooftop Get you to the RIGHT DOOR

113

122

101 199

100 198

113

122

You have arrived: 113 Main St

You have arrived: 113 Main St

Interpolated Rooftop Parcel Rooftop

Estimates address location based on position in logical range

Address location based on position in actual range

Logical range beginning address

Logical range ending address

166


Download from SMP

( service.sap.com/installations Entry by Application Group BusinessObjects packages and

products) Address Directories


Parcel geo and Interpolated geo results

Parcel: center of property

Interpolated : Center of the road


US Geocoding Parcel Geo in URAC Transforms

US Parcel Geo by NAVTEQ dir

US Geo by NAVTEQ dir


International Geocoding Global Address Cleanse & Geocoder Transforms

SAP AG 2009.


Geocoder in Data Services 4.0

Geocode output from Global Address Cleanse transform

Smart input field recognition

Tighter data alignment with international postal data

Act as a standalone geocoder

Perform light fuzzy match

Recognize different region and city representations

Generate geocoding report

Geocode output from USA Regulatory Address Cleanse transform

Require ONE instance of geocoder transform to geo US parcel and interpolated geo data (note: in version 3.2, users require to create TWO instance of URAC transform to run parcel and interpolated geo data)


SAP

SAP NetWeaver BW

SAP ERP

(ECC)

Enterprise Reporting

Xcelsius

SAP ExplorerCrystal Report

Tightly integrated with Entr Apps.Rich DQ Capabilities

Other RDBMS,

CRM, SCM

Other

Applications

Why SAP?

Address Cleansing

Address Standardization

Postal Certified Software

POI Geocoding

Duplication Check

De-duplication

Geo Proximity Matching

Error Tolerated Search and Lookup

Etc.

BI Applications


Data Services with SAP BW 7.2

BW Data Acquisition and Enrichment

SAP SAP 2009, IM IDD Demo Overview Page 23

Demonstrated benefits

Integration of BW 7.2 with SBOP DS for extracting and loading of data

Information enrichment through SBOP DS (Geocoding)

DB

File

SAP

business

application

SBOP Enterprise (Xcelsius,

SAP Explorer, WebI, CR)

Universe

SBOP Data

Federator

SBOP Data

Services (incl. DQ)

SAP BW

Demonstrated features

Extract data from BW with SBOP DS

Profile and enrich BW data with geocoding through SBOP DS

Load data into BW with SBOP DS and visualize on map


SAP

Why not GoogleMap?

Answer

Limited functionalities

No Address Validation

No postal certification

Use for map services (web browser)

Not free for business use

Risk of exposing client data (data mining, advertisement, etc)


When to use NAVTEQ or TeleAtlas data?

GeocoderNAVTEQ

TeleAtlas

Data Services service

Real-time ClientsEngines

Geo Directories

Job Server Access ServerGPO

Dictionaries & Directories

Visualization Applications / Mapping Software


TeleAtlas or/and NAVTEQ?

(NAVTEQ)

A global solution

Parcel geocoding

Side of Street

City population information

(TeleAtlas)

A transparency solution with 1L legacy geo product

MCD and Census Geography data 100% alignment with TIGER data

(Both)

Optimize geocoding results

AND

OR


SAP AG 2009.

Real Time Services United State

Whats coming?

Enhanced web demo interact geocodertransform with other transforms

Enhanced web demo to demonstrate new geo functionalities


BluePrints and Web Demo

Whats coming?

Template blueprint assign multi-national lat/long codes

Template blueprint to show you how to use parcel geo data

Template blueprint to demonstrate new geo functionalities

Blueprints download (

sdn.sap.com BusinessObjects Code and Samples Blueprints )


Recap of todays Presentation

What are the major use scenarios for geocoding?

How can I use geocoding when my primary domain is not customer?

Why do I need to when I already have an address?

If I already having mapping software, like MapInfo, why do I need geocoding? How should these solutions work together?

How do I know whether to use TeleAtlas orNavteq data?


Your Support Team

Lofan Abrams [email protected]

SAP BusinessObjects Information Management Forum https://forums.sdn.sap.com/forum.jspa?forumID=305

SAP BusinessObjects Information Management Community https://boc.sdn.sap.com/eim

SAP BusinessObjects Information Management Product Overview http://www.sap.com/usa/solutions/sapbusinessobjects/large/intelligenceplatform/im/index.epx

Documentation help.sap.com SAP BusinessObjects Data Services

SAP BusinessObjects Tab Select IM Solutions SAP BusinessObjects Solution Porfolio Knowledge Center Data Services in the first drop down box

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Geocoding a Data Quality Best Practices