Bad data costs businesses, on average, $9.7 million each year. And, a large component of bad data is found in malformed, inaccurate, or simply outdated customer data. It cripples marketing campaigns, reduces customer satisfaction and trust, hampers the ability to make informed decisions, and drives up costs associated with missed opportunities. One of the most important data elements you need to get right is the ADDRESS. It’s the foundation of data-driven success. Having high quality address data means you can connect with your target customers, keep customers happy and loyal, and make informed decisions.
Because address quality is so important to your business, it’s imperative that you choose the best provider possible to verify, clean and correct your U.S. and international address data. But trying to decide which address management company is best can be hard. In this post, we’ll take a detailed look at three of the largest address management companies, what their capabilities are, and what you get for your money.
Melissa, SmartyStreets and Loqate have emerged as major players in the industry. All three have carved out their own space with distinct features sets and solutions. But all providers are not equal. We break it down below.
|USPS CASS® / DPV|
|Non USPS Verification|
|Canada Post NCOA®|
|Level of Accuracy||Rooftop||ZIP9||Rooftop|
|HIPAA / HITECH|
You might be thinking, “can’t I just use Google Maps for address verification?” We get this question all the time. Although Google is known as an epic-scale global data gathering company, when it comes to the quality of a queried address displayed on Google Maps, it’s a different story.
In fact, Google does not parse, standardize, validate or verify an address actually exists. Aptly named, Google Maps simply plots a point on the globe where the address would exist, if it even exists at all. It can even give you directions to a possibly mythical address and tell you how long it will take to drive to this fantasy place.
Because Google Maps doesn’t verify its data against authoritative reference data from the USPS and Canada Post, their update frequency is no where near that of USPS CASS or Canada Post SERP. Buildings with apartment, unit, suite, floor and PO Boxes (whether they exist or not) are all geocoded to the same address, and roughly 30 million apartment listings are missing in the US alone. Because their API isn’t geared toward the same needs as businesses requiring rigorous address quality, we don’t consider them a relevant address management provider to compare against the major vendors.
Fill out your contact information and find out how you can improve your business and bottom line by partnering with Melissa, the Address Experts.