When adopting new technologies, the issue is not always the availability of resources, but the possibility of access to adequate information and the ability to use new analytical reference sets. When Geographic Information Systems are applied to the treatment of addresses for Database Marketing, it is necessary to view addresses as the autonomous entities they real/y are, rather than consider them mere c1ientattributes. Thisline of action great/y reduces the efforl involved in address matching.
Geographic Information Systems (GIS); database marketing; geocoding address; direct marketing; mailing lists; relational databases