Global HCM leader adopts geocoding to help monetize customer data
When you provide payroll and HR solutions for large and small businesses across the globe, you collect a lot of valuable data. That’s why this human capital management (HCM) solutions leader recognized the opportunity to monetize its data at an aggregated, anonymized level. By improving data quality and geocoding millions of records, the company was able to start offering customers new tools to support a wide range of corporate decisions.
As a leading HCM provider, the company compiles massive amounts of payroll, benefits and tax information on behalf of its clients. Management saw that matching this information to precise geographic locations (i.e. geocoding) would provide rich demographic intelligence that could be used for marketing, business planning and sales prospecting.
While the company was excited by the prospect, initial attempts to match its information to precise geographic locations were disappointing. Data accuracy was a challenge, and there were scalability limitations. The company also found that geocoding was slow and unwieldy as a stand-alone process.