panadress Has Developed a New Data Product: DataCoder, WIGeoGIS Provided the Geo and Software Know-How

panadress supports companies in the B2C sector in questions relating to data-driven marketing. The data provider continuously works to develop new and innovative data products. panadress has relied on WIGeoGIS as a partner for geo and software components for over 10 years. The latest data product that incorporates WIGeoGIS know-how is DataCoder, an intelligent tool that enriches customer data with additional features that are accurate to the house while still complying with data protection regulations.

In the interview, Ralf Nachbaur, Product Manager Data at panadress, explains what makes DataCoder so special and what it was like collaborating with WIGeoGIS during the development. 

What is the DataCoder, Mr. Nachbaur?

Ralf Nachbaur: DataCoder is a software that links addresses to microgeographic data. The DataCoder can be used across industries and is suitable for all companies that operate in the B2C sector. You can use the enriched data to better understand your customers and develop targeted marketing and sales strategies.

Can you give us an example of how DataCoder might be used?

Ralf Nachbaur: Let's take an energy supplier, for example. They know how much electricity its customers use, what kind of electricity they get and whether they live in a house or an apartment. What the electricity supplier does not know, however, is for example is how high the customer purchasing power is or whether they are eco-friendly or price-conscious. However, this information can be helpful when it comes to offering customers new tariffs or the like. Such information can be linked to the customer data using DataCoder. With DataCoder, the energy supplier gains valuable knowledge without having to conduct extensive customer surveys or time-consuming market research.

How exactly does this work technically and what role does
JoinAddress play in the data matching process?

Ralf Nachbaur: Let's stick with the previous example. 

1. The anonymized customer addresses from the energy supplier's database are transmitted to DataCoder, which is integrated with JoinAddress.
2. DataCoder compares the input address with the reference data set. In this case, the reference database DataCoder uses is the panadress house database. Each address entry has a unique ID, the so-called PAN-ID.
3. DataCoder transmits the PAN-ID back to the address.
   
4. Now the PAN-ID is linked to the customer address.
5. Using the anonymous PAN-ID, socio-demographic information and characteristics can now be pseudonymously queried from a separate table.
   

So, what makes this unusual, is that customer data and socio-demographic data are stored separately in different databases. This makes our data matching compliant with data protection regulations.

Ralf Nachbaur, Product Manager Data at panadresse says:“What makes DataCoder unusual, is that customer data and socio-demographic data are stored separately in different databases. This makes our data matching compliant with data protection regulations. The WIGeoGIS geocoder is able to communicate with our special database, understand it and thereby return results in compliance with data protection regulations. That is unique.”

Do I understand you correctly that data protection is a central aspect of DataCoder?

Ralf Nachbaur: Exactly. The process I just described allows us to pseudonymize the data with the help of the PAN-ID. This acts as a key between the customer data and our database and enables the data to be kept separate, with the address data in one database and the socio-demographic data in another. This ensures that no personal data can be enriched directly. It can only be linked via the shared key. This fulfills the requirements of the GDPR and allows our customers to use their data securely and legally.

DataCoder is based on JoinAddress, the geocoder software from WIGeoGIS. Why did you choose this software as the basis for DataCoder?

Ralf Nachbaur: Because this geocoder is able to communicate with our special database, understand it and thereby return results in compliance with data protection regulations. It is also based on the WIGeoGIS technology used in JoinAddress, a software that has been reliable and proven for many years.

Why did you bring WIGeoGIS on board to help develop your data product?

Ralf Nachbaur: WIGeoGIS has top software products and extensive geomarketing and software know-how. Our partnership is always constructive and productive. Data products that we have developed together in the past, such as GEOmarkets, have been very successful. We have been working together successfully for over ten years and have a similar company philosophy. Why should we even bother looking for another partner? There is zero reason to look any further.

Mr. Nachbaur, thank you very much for the interesting interview.

DataCoder, a Customized Variant of the JoinAddress Geocoder

The JoinAddress geocoder works perfectly with the special database from panadress. DataCoder is a unique data product for companies in the B2C sector that complys with data protection regulations.

JoinAddress at a glance:

• Technologically flexible software for global geocoding and spatial data enrichment.
• Address geocoding, reverse and batch geocoding.
• Data matching with content from comparison or reference databases that have a spatial reference, e.g. area ID, district ID, danger zones, frequency density, and much more.
• Simple and flexible: Intuitive to use and ideal for small and large companies.
• Customizable and secure: Local installation or secure online service with data hosting within the EU, in compliance with data protection regulations.
• Ideal integration into workflows and processes in your company or organization.

Mehr zum Geocoder JoinAddress