South_Korea_Flag

Changes in the South Korean addressing system can cause customer data quality problems for global retailers and others.  The original street addressing system, created in the early 1900s, is still used by many who send international mail from out of the country.  But, the new system, which involves street names and postal codes, should be used for all mailings and all customer database applications.

The following article, written by by Merry Law, President of WorldVu LLC, explains the changes in the system and its benefits:

What You Should Know About South Korea’s New Addressing & Post Code System

South Korea, in a project lasting for almost 20 years, has completely replaced its address system in the country.  The new address systems organization and logic changed from old addresses based on land parcels in reference to the locational hierarchical government units, to new addresses based on a building numbers and street names within a locality.

 

Learn More About the Challenges of East Asian Writing Systems 

The systematic nature of the addresses, plus the database of all address locations, provides significant advantages over the previous system.  According to the South Korean government, “The new address system will fundamentally make it easy to find a road, expedite the distribution and reduce the expenses.  This new system will also make it possible to effectively cope with disaster situations such as fire, first aid and urgent rescues. It also helps us create a more intelligent system when responding to crimes.  In addition, it will energize IT-related industries, such as mobile navigation, ITS, LBS, telemetrics and the like.”

The new database of addresses allows for quick identification of locations that will be made available at a low cost for businesses.  Ideally, will let private sector companies take advantage of the information in the database for address hygiene, delivery services, and any other permitted marketing uses.  All in all, the new system will help South Korea further advance its business opportunities and position in the global world economy.

History of South Korea’s Addressing System

South_Korea_Address3South Korea’s land-lot addresses were introduced under Japanese rule in the early 1900’s.  As expansion and urbanization occurred, the land-lot address system became more difficult to keep up-to-date.  The task of maintaining location information using the land-lot system had become increasingly costly and was not completely reliable, according to the South Korean government.  Korea Post plans to completely phase out these old addresses.  The old addresses are no longer used in governmental applications.  However, delivery of incoming international mail to the old-style addresses still continues at this time.

South_Korea_Address2Plans to change the outdated addressing system started in 1996. When authorizing legislation passed in 1997, the project has moved forward in a series of methodical stages.  With 230 self-governing bodies (various levels of governmental administrative units), the project required complex coordination between governmental authorities.  The road posts, doorplates, real estate registers, resident registrations, building registers, other official documents and signs needed to be changed to reflect the new addresses.  The final stage of establishing the new addresses was completed in 2015 with the introduction of new postal codes.

illustration

Addresses Prior to the New System

The previous land-lot addressing system, similar to that used in Japan, designated each parcel of land by reference to the hierarchical governmental units where it was located.  Addresses had two or more of these administrative units in addition to the local delivery information, such as street and building information.  A province (-do), city (-si) or municipality (-gun) was further subdivided in –gu, -dong, -myeon, -ri and –ga.  (In transliterated names, the suffix following the hyphen indicated the unit type.)  

The specific units required depended on the location, with differences in the units used in major cities, smaller towns and rural areas.  An address might include the following designations, all of which were used in the South Korean land-lot system, in addition to more specific information identifying the recipient and the premises.

  • Oechi-ri Worya-myeon Hampyeong-gun Jeollanam-do
  • Worya-myeon Hampyeong-gun Jeollanam-do
  • Juseong-dong Sangdang-gu, Cheongju-si Chungcheongbuk-do
  • Daerang-dong Jecheon-si Chungcheongbuk-do
  • Doma-dong Seo-gu Daejeon
  • Gangyeong-ri Okpo-myeon Dalseong-gun Daegu

 

An example of a typical land-lot address in Seoul, South Korea might be:

South Korea Address Seoul

Map of Seoul, South Korea. Detail from the World Map.

Map of Seoul, South Korea. Detail from the World Map.

The New System of Addresses

Today, the new addressing system takes a more practical and logical approach. Existing roads have been given names that reflect the local history and character, in consultation with local residents and Office of Street Administration.  Building numbers were assigned sequentially with odd numbers on one side of each street and even numbers on the other.  As local governments pave new roadways, they will be responsible for assigning street names and building numbers.  They will also be responsible for updating, “in real time”, the database of addresses maintained by the Ministry of Public Administrator & Safety.

The new street addresses eliminate some of the administrative units that were used in the land-lot addresses, simplifying the address structure.  The addresses are composed of the building number, street name, district, city or province, and postal code.

The following examples from Korea Post show the correct format for addresses written in the western alphabet.

South Korea Address Western Element

The format differs in Korean-language addresses, shown below.  Underlining in these examples is to indicate elements and is not used in addresses.

South Korea_Native Language

New Postal Code Numbering Formats
The 5 digit postal code breaks down like this:

  • The first 2 digits correspond to the largest administrative units: either the province or the metropolitan city.
  • The 3rd digit corresponds with the smaller sized city in the province, or the district-level area within the large city.
  • The last 2 digits are a serial number that corresponds to a specific area within the local district.

Here are two examples of the new codes:

  • 03139 corresponds to: Seoul Metropolitan City, Jongro District, Supyo 22nd Road, #17
  • 26412 corresponds to: Gangwon Province, Wonju City, Namsan Road, #203

The new addressing system also includes new “intel.” Numbers in the system indicate the distance between buildings. This can be calculated by taking the difference in address numbers between two buildings, multiplied by 10 meters, equals the distance between the two buildings. For example:

(Building 1 – Building 11) X 10 Meters = 110 meters from each other.

 

City aerial view of Busan, South Korea

City aerial view of Busan, South Korea

Adoption of the New Addresses by Residents

The South Korean people have little resistance to the new addressing system. Residents are adapting quickly and they are providing and receiving new addresses as the system expands.  The extensive planning, consultation with local governments and residents, and the time between initiation and final implementation all contributed to success of the new system.

Some observers in South Korea have noted minor objections to the elimination of the dong or other neighborhood identifier, which is no longer used in the new system.  Since there is considerable connection to the neighborhoods, the new addresses may still be given with the neighborhood indicator.  This is not a fatal problem and will disappear as residents become more familiar with and confident with the system.

Conclusion 

South Korea’s new addressing system opens doors for much better governance, communications and business related opportunities. Do you do business in South Korea? Have you considered what opportunities are in the market? If you have any questions about how and why this will impact global business, please reach out to us. Global-Z can help.

You are aware of the risks caused by data breaches, and you have done your job by tightening up your security protocols.  How can you be assured that your vendors and partners take data security as seriously as you do? Look behind the words.

Today, Global-Z announces that we have achieved the gold standard in privacy certifications, ISO/IEC 27001:2013. The British Standards Institute, which wrote the global draft standard, performed an in-depth assessment of our practices and verified our compliance with the standard. BSI issued the ISO/IEC 27001:2013 certificate last week and registered it with the International Standards Organization.

With this certification, you can be confident that we have implemented best-in-class security practices and that we are doing everything we can to keep your data safe. These practices include the following:

  • Implemented an information security management system for service development, operations and support.
  • Put controls that in place to protect Personal Data.
  • Implemented an in-depth information security risk management program.

Global-Z always had a strong culture of privacy and security over its 30-year history.  But, the systems to implement it were informal and often implemented as needed.  ISO/IEC 27001 provided the framework that enabled the company to make a fundamental change to a modern managed infrastructure that was implemented from the ground up.  It was a quantum leap forward for the organization and will continue to evolve over time.

The ISO/IEC 27001:2013 certification is an integral part of our ongoing commitment to implement world-class confidentiality and data security practices. In addition to certifying to the ISO/IEC standard, we are compliant with the EU’s General Data Protection Regulation (GDPR), EU-U.S. Privacy Shield, and Swiss-U.S. Privacy Shield.

Bad_Habits~by Katie Favreau, Jennifer Martell & Paul Harris

We know good data when we see it, and we also know when it’s not so good. That’s why we decided to give you some insight to some of our top “Bad Data Habits” that we see frequently in global databases. Here are some of the our top bad habits.

Recieve A Free Data Assessment

  • Trying to store international addresses in a database meant for USA.

This habit is common on data capture forms that were designed without consideration for global address systems. All address systems are not the same and when you have a required “state” field in a country that doesn’t have any states, you’re bound to end up with a some data problems. Do your homework and know your market. If the database you’re creating will reach a global customer, you should consider how the data will be entered and stored.

See the example below of a good global data capture form.Global Data Capture Form

  • Proper fielding when data entering is essential.

The best example here is not requiring a “country” field. If a contact has only a street address and name without an identified country, that makes the address not correctable. Our earth has many people and without some essential data points, it’s like finding a needle in a really big haystack.

  • Excel corrupting data.

Excel is without a doubt a powerful tool. However, sometimes it’s not your friend. Simple commas can corrupt your data fields if you’re not careful. We’ve seen excel do some funky things in the past and we recommend you are very careful when storing data in excel. The more data you have, the more chances you have for excel to corrupt it.

See the video below for an example of how excel can corrupt your data with its autocorrection rules.

  • Placing contact names and business names in the same field.

This is a no-no that needs to be nipped in the bud fast. These data points should always be in separate fields. Here is an example, First Name: Paul, Last Name: Harris, Company Name: Global-Z International. You shouldn’t have “Paul Harris Global-Z International” all in one field.

  • Searching for a Niche Group - Magnifying GlassNot checking for dupes when new data is entered.

Duplicate data becomes unmanageable fast. A quick check before a new record is entered in a database will prevent much anger and confusion in the long run. Nothing slows you down like doing a look-up on the name “John Smith” only to find you have 13 different “John Smith” records and all of them have conflicting information populated in the fields.

Recieve A Free Data Assessment

 

Global Data Quality~by Paul Harris, Sales & Marketing

In the data driven world of global business, it’s never been more important for business to have a single-accurate-view of their customers. In order to sell effectively, your global data quality should be precise. Good data will provide an understanding of your customer’s needs, concerns and challenges.  We call this single accurate view of your customer the “golden master record.”

The path to achieving a golden master record database is often not an easy one to pursue. Over and over again, we work with clients that have many challenges with their global database. Many organizations have millions of records stored in disparate databases, managed by separate silos of their business who don’t coordinate well (or at all) with each other. On top of this problem, the data is quickly becoming dirtier and dirtier. Can we provide a statistic for erosion of quality? SiriusDecisions estimates that B2B contacts become obsolete because of people changing jobs and companies at a rate of 2-3% per month, creating a constant stream of inaccurate contact data .

Customer data changes rapidly as names, addresses, phone numbers and other essential contact information changes. In a blink of an eye, data is inaccurate, unreliable and the client feels stuck at square one, with nowhere to go.

Are you currently pursuing (or thinking about pursuing) a project to consolidate and create a functional golden master record database for your global business? Here’s our three top reasons why global database(s) projects will be a major pain in the ass as you begin your journey towards getting the golden records you need to help your business succeed.

 

  1. No Global Experts on the Team

Global Data is…well… global! Different languages, customs, alphanumeric characters, currencies and traditions will quickly invade your database causing a major mess. Chances are your organization does not have a person on staff who understands all the technical and cultural idiosyncrasies that are needed to begin building a quality database. Often times, data quality (DQ) projects fail right at the beginning because it’s so difficult to know where to even begin! Without a global data expert on your team, your team will be put in a situation where the blind is leading the blind. Trust us- you’ll walk straight into a concrete wall.

 

  1. Marketing vs IT vs. Sales vs C-Suite Department- Who owns the Database?

Who’s responsible for your global database? Should the IT department own it? After all, they are the ones who implement, troubleshoot and manage your customer relationship management (CRM) system? Does the marketing and sales team own the database? They are the ones on the front lines working with the data updating, importing and exporting it every day. Or do the CEO’s own the database. These folks use it to drive major decision making for the business and (obviously) they are in charge! It should be no surprise here that the answer is EVERYONE has equal stake in data ownership.

Often times, the problem is that different departments don’t play nice. The IT team wants the CRM database to be used exactly how they set it up. The sales folks want the database to be easily imported, exported and updated and the CEO’s just want the whole damn thing to work so they can focus on making more $$$.

In order to begin a global data quality project all departments and stakeholders must be at the table.

 

  1. No Quality at the Source

As the old saying goes, garbage in-garbage out. Most data quality (DQ) issues begin at point of capture. That is, where is your data coming from? Who’s inputting it and is this data collected in a smart, safe system that helps you provide value to your customer? Quality at the source has been used very successfully by a wide variety of manufacturing operations striving to improve quality throughout business processes. Moving quality assessment and improvement processes to the front end of any business process is an excellent way to gain substantial improvements in quality. By assessing and improving data quality before the data is captured and stored in a database, marketers can ensure that they are benefiting from the highest quality data possible. Quality at the source is no easy task when you collect  contact data from a global scale.

 

Does this sound like you? Are you struggling to manage all your global data and make sense of it all? We would love to hear about your golden master record successes and failures. Maybe we can help you or direct you to some resources who can help.

 

 

lists_globe~by Paul Harris, Sales & Marketing

Global-Z International would like to make you aware of a significant change in rules governing personal data transfer between the United States and the European Union (EU).

EU law requires that companies exporting citizens’ personal data do so only to countries providing a similar level of legal protection for that data. In the case of the U.S., the exchange of personal data has been covered by the Safe Harbor Privacy Principles, which the European Commission ruled in July 2000 provide adequate protection.

The new ruling, handed down on October 6th, 2015, has made the current Safe Harbor agreement invalid.

We want you to be aware that:

  • Global-Z has had Safe Harbor Certification since 2001.
  • Global-Z has been monitoring personal privacy issues and we are aware of the European Union Court ruling.
  • We are working with our legal advisors and the US DMA to monitor developments including the activities/response of the US Department of Commerce.
  • Global-Z does not expect this ruling to impact our operations or our services to our customers.
  • We are confident that the strong contracts and the strict privacy practice we have in place meet the legal protection requirements of the EU.

We want all Global-Z customers, prospects and partners to be aware of these developments and be assured that we will continue to monitor the situation and keep you advised of the ongoing developments. The US Department of Commerce is meeting with EU counterparts to discuss possible solutions.

Feel free to contact your Global-Z representative if you have any questions.

Canada~by Paul Harris, Sales & Marketing

It’s no surprise that data privacy has become a big concern for many global companies. That’s why Global-Z goes above and beyond to assure your data remains secure and private, while allowing our services to add significant value to your global data.

Canada Post, our partner for providing Canadian National Change of Address (NCOA) services, recently announced some changes to their rules for NCOA processing. These policy changes would have had restricted us from returning some of the valuable fields we normally give to our customers after NCOA processing, specifically the Change of Address Notification (COAN) type and the Record Type fields. When we heard of the new policy change, we began to collaborate with Canada Post in order to reach a solution that will allows us to provide our customers with these valuable fields while keeping the data safe.

“Our relationship with Canada Post is strong,” said Dimitri Garder, Executive VP of Global-Z. “We have successfully worked with Canada Post to create a better solution that fits their need, and fits the best interest of our customers.”

“It’s predictable that many data vendors will change policies in the future,“ stated Doug Robinson, Global-Z’s Chief Technology Officer.  “Our job is to look out for everyone’s best interest as best we can.”

Want more information about Canadian NCOA services? Please contact us.

~by Paul Harris, Sales and Marketing Assistant

Merry Law, Address Data Quality Expert

Global-Z recently had the opportunity to catch-up with our longtime friend Merry Law. Merry is the President of WorldVu LLC, the editor of the Guide to Worldwide Postal-Code and Address Formats and author of Best Practices for International Mailings.

Here are some highlights from our conversation.

Global-Z: Why is it so important to for marketers to have good address quality anyway? 

Merry: Correct addresses are important in two ways: delivery (of course) and perception.

For delivery, a completely incorrect address or one that can’t be understood is not deliverable.   This can mean an invoice, a marketing offer, or a product doesn’t arrive.  Each of those creates different problems and costs before the mailing (printing, packaging, postage) and after the item doesn’t arrive (following up, reshipping products or processing refunds, and so on.)

If the address is decipherable and gets delivered, it can take extra time to get there.  (That can means delayed payments with invoices, slow order streams with marketing offers, or customer complaints with products.)  A poor address also sends a poor message to the recipient about your company.  The company is not professional, is ill-informed, and doesn’t know what they are doing.

 

Global-Z: It’s almost comical to highlight the importance of mail being delivered correctly. Do you think many marketers are ignoring address data quality issues, or do they not have the resources/time to deal with it?

Merry: Yes, isn’t it! I think many marketers and other mailers aren’t aware of all the resources available for verifying and correcting international addresses or don’t know how cost effective those services can be.  Some mailers tell me that the cost of the address hygiene services are often made up for in savings from wasted printing, postage and processing required by undelivered mail.

The same is true of the time element. The amount of time a staff is involved in dealing with returned and undeliverable mail can be greater than the staff time required by the address hygiene process.   And, the old issue of who pays for the hygiene comes up, although we know that the artificial silos between marketing, IT, and other departments on issues like address quality are counter-productive.

There’s sometimes an issue of convincing top management to invest in address hygiene.  Companies like Global-Z help demonstrate how you will benefit from address hygiene.

 

Global-Z: In 2013, you made predictions about the future of marketing. Looking back, which trends do you think will continue this year?

Merry: I think my predictions from last year have held up pretty well, although the growth in international has been a bit slower than I expected.  The restrictiveness of Canada’s legislation on email privacy was a surprise but I don’t think we will see other countries follow this path.  Indeed, the Canadian government is seeing some problems with the strictness of the regulations.

The exploration of big data and integrated, multichannel marketing (by any name) will, I think, be the ones that get the most attention from marketers this year.  The USPS discount offers for qualifying mailings that integrate digital into a mail piece are a wonderful development.  These have now been continued and expanded.  (See here for details.)

 

Global-Z: How would you describe the current state of the direct mail industry?

Merry: While there’s been a tremendous shift  to move away from mail over the last decade, there seems to be a recent move back to direct mail.  Mail works.

Internationally, there are generally fewer legal and practical limitations on sending mail than there are on email marketing.  Mail also reaches everyone, everywhere.  Studies suggest that people spend more time looking at a piece of printed mail than they do looking at an email.  As all marketers know, those seconds matter to the response rate.

 

Global-Z: What’s new at WorldVu? Are you working on any new projects that you are excited about?

Merry:   I have been doing more writing and speaking.  I am speaking more often on best practices for international mailing.  I recently presented a paper on The Value of Addresses, discussing their economic and financial value, at conferences in France and the U.S.  It’s an interesting topic that’s often neglected by both companies and by governments.  Perhaps if addresses were a balance sheet asset, top management would better understand the need to spend on address hygiene and maintenance.

tfma_2014

It’s that time again! We are getting ready for the 2014 annual Technology for Marketing & Advertising (TFM&A) conference in London. This year’s show will take place at Earls Court and the event will be co-locating with multiple different conferences.

This year the Global-Z team can be found in the Global Marketing Alliance (GMA) lounge. The lounge is located on the right side of the exhibit hall near the Direct Marketing Theater and Data & Marketing Theater (view floor plan here).

As always, we are looking forward to seeing you at the 2014 conference! Please Contact Us to schedule  a meeting during the show. We would love to talk to you about all our Direct Marketing and Data Quality services. We are also providing  live demos of our Real Time data processing capabilities.

See you in the swinging city!

________________________

Want to enjoy yourself before the show? DMI Magazine will once again host the Global-Z co-sponsored networking social the evening preceding the TFM&A, on Monday, February 24th. We’ve got all the details here for you.

Gary_Palmer

 

 

 

 

 

 

 

~By Paul Harris, Sales & Marketing Assistant

Recently, Global-Z had the unique opportunity to speak with Gary Palmer, Director of Information Alchemy ltd, an independent marketing information consultancy and services provider which helps organizations take control of their data resource and extract from it maximum value through data-driven marketing and customer insight.

Gary works in the United Kingdom, and he has twenty years of experience in getting real business value from data resources. He spoke with us about the impact of bad data quality, information management and the future of data-driven business decision making.

We hope you enjoy our interview with Gary.

Global-Z: Why do so many organizations have a hard time starting a data governance program?

Gary: Part of the problem is that data is pervasive, and responsibility for it diffuses. Very few organizations have assigned a clear accountability for managing data. What they should be doing is finding the particular functions within the context of their own company and industry who stand to gain most or suffer worst according to the state of the data. Then they should back this vested interest with a strong official mandate to establish and maintain governance over this vital resource.

Global-Z: Has the European economy had a negative impact on businesses ability to finance and focus attention on data quality issues?

Gary: It has been proven enough times that firms who maintain marketing budgets are the ones that assume strong positions as the recession ends. Good data quality  can enhance and unleash one of the few remaining sources of unique competitive advantage. After all, only you have your customer data. Sadly, the economic conditions have become an easy out for organizations wary of what is, to be fair, a relatively new discipline. The brave few acting now will reap the benefits.

Global-Z: Let’s pretend you are a CEO of a large direct marketing company, where would a data quality initiative fall in your list of business priorities?

Gary: Poor data quality is invariably a symptom of broken business processes – so fixing that would have to come pretty high. Then an initiative to leverage the potential of the cleaned data set to deliver unique customer insights has to lie at the core of strategy for any direct marketing driven organization.

Global-Z: In the future, how do you think data analytics and tracking will affect the consumers experience when buying products and services?

Gary: In the past, marketers have had a bad habit of using analytics to spot the next opening for launching new promotions or products. This is like talking to a person who is mentally rehearsing their next utterance rather than actually listening to what you are saying.

In the future, I hope we will  see a switch to using tracking and analytics to genuinely listen to customers with the aim of readying the organization to service their expressed needs.

Global-Z: What is the most challenging part of your job?

Gary: The most challenging part of my job is overcoming the idea that data is arcane, nerdy, boring or not worthy of anyone’s attention.

Data is a resource inevitably generated by all organizations that can be a source of friction or fuel, heat and light. When data is used properly,  it can turbo charge any organization.

Global-Z: What do you like most about your job?

Gary: I like seeing organizations discover and use new capabilities based on the clean, well maintained data resource they have after I finish a project with them!