I recently published an open letter to the address verification industry, a group to which I’ve belonged professionally for over 20 years. In it, I critiqued our lack of innovation over the years and suggested another way: making global address verification better by using local intelligence.
As hoped, the letter spurred a lot of interesting dialogue. In hopes to keep the conversation going, I’m posting a series of blog entries that dig deeper into the themes of technology, address data and how we can meet the needs of our most demanding customers.
Part III: Making Local Intelligence a Reality in Global Address Verification
In 2010, on a long plane ride back from Brazil, my mind was racing with ideas. Two years prior, an eCommerce executive had challenged me (read that story here) to solve the last mile problem of global address verification. In his world, every package had to be delivered and as quickly as possible. He couldn’t afford to ship to bad addresses, but existing global address verification systems weren’t reliable enough. They depended too much on local delivery intelligence to fix address mistakes. His criticism stung because I was COO of one of those businesses, but I knew he was right.
I had gone to Brazil to ask its postal operator, Correios, to give my company an update to its address database. That had not worked, but in a stroke of serendipity, I met the owner of a business that maintained more complete address data than Correios and that refreshed its addresses constantly. (See that story here.)
This was exactly what the eCommerce executive had been asking for! And if it existed in Brazil, there must be similar services in other countries. I began talking with my colleague (and eventual co-founder) about creating a better global address verification system; one that used the local intelligence of best in-country sources of data; one that kept up with the constant changes of addresses by constantly refreshing its data. If we could build access to a network of these data sources, we could create an entirely new (and more reliable) model for global address verification.
If we could build something that met the lofty requirements of eCommerce, where every package counts and there’s no margin of error for bad addresses, we could also help the companies on which the eCommerce industry leans for help (logistics, fulfillment and delivery). We could help data cleansing services that need more reliable results than the older global address systems provided. Perhaps we could even help software companies that do mapping and navigation based on addresses.
I began sketching the blueprint for a company based on these ideas. It would be complicated, no doubt. We would have to…
- Identify the Right Partners and Build Relationships
Just as the best address provider in Brazil had been hard to find (really, there was no small element of luck that I met him on that trip!), so would its counterparts in other countries. I would have to rely heavily on my network of friends in the address data industry to identify the right partners.
And I would need to keep my passport up-to-date…this would not be a job I could do while sitting behind a desk. I was going to need to spend a lot of time traveling to meet data providers, vetting them face-to-face to establish trust and to feel confident they play by all the right rules in collecting and sharing their data.
- Test to Verify
Most data providers say they’re the best, so frequent testing was going to be critical to finding the actual best in-country partners. We would need to create clear testing parameters to demonstrate these companies provided more reliable address results than postal operators.
- Build Sophisticated Technology
Finally (and it almost seems funny that this comes third), we would have to invest in a robust cloud-based technology platform for integrating with our data partners and providing our customers with a single place to access the world’s best address data. This would be the only way to take full advantage of their refresh cycles (the feedback loops that keeps their address data current).
This was the basic blueprint, and later that year my partner Charles and I formed the Global Data Consortium. In the five years since, we’ve been executing on the plan, step-by-step. I flew around the world finding the best data providers for key countries. I developed friendships that turned into trusted partnerships. We tested everyone’s data to verify its quality and reliability. And we developed the GDC Worldview product – an API management engine and data validation platform – to provide our customers a single point of access to the world’s most reliable address data.
We’ve come a long way since Brazil! Worldview now has over 30 countries covered by best in-country partners, and we’re adding up to four new ones each month.
It’s a solid start, and we keep investing in Worldview to make it better for our existing customers and anyone for whom the old global address systems just aren’t good enough.
Here’s my challenge to consumers of global address verification services: If you’ve found that the generic systems aren’t providing the results you want; if bad address information is leading to mis-delivery or slow delivery; if your service isn’t formatting addresses in the way your global customers expect to see them…there’s no reason to be captive to “good enough.” You can do better.
If that describes you, let’s talk. Let’s set up a test to see how our best in-country data partners use their local intelligence to fix problems before a package ever ships.
Let us improve your world view.