General Discussion

Having a customer's true address (rather than just "lives in Phoenix&quot allows the AI system to generate map overlays.

How I could use something like that in my work: I'm a production supervisor at a daily newspaper. We print three different titles.

Let's say that a company selling luxury goods - what they are isn't important at this point - wants to put a free-standing insert in one of my papers. To get the most out of their advertising buy they want to target the areas of the city where people who have a lot of money live, and not send FSIs to working-class neighborhoods.

If you had hard data on consumption by address, the company's ad sales rep could type into her computer, "plot on my carrier route map everyone who's flown on a full-service carrier at least five times in the last 12 months that also subscribes to this newspaper." The computer churns for a bit and pops up 1200 names that live in six routes. There are a total of 3200 subscribers in those six routes, so we order 3500 FSIs and I program the run to first produce 3200 papers with this FSI in them that'll be given to the carriers servicing those six routes.

Result: the advertiser gets the coverage they want - selling to people who have enough money to shop in their store - without having to waste money on a 50,000-paper Total Market Coverage campaign that won't work.