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Como não se perder com 9 milhões de endereços

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  • Aranha, Francisco

Abstract

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 really are, rather than consider them mere client attributes. This line of action greatly reduces the effort involved in address matching.

Suggested Citation

  • Aranha, Francisco, 1996. "Como não se perder com 9 milhões de endereços," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 36(4), October.
    • Handle: RePEc:fgv:eaerae:v:36:y:1996:i:4:a:38119
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