Geocoding is the process of matching addresses to a point on the globe (latitude/longitude) and using that point against known regions.
In most cases those regions are census tracts, but they may also include counties or zip-codes. Once you have established regions where the points live within, you are able to link information to that point. You can call the results of this process location intelligence which implies that you gain knowledge about those addresses and that knowledge helps you make decisions which can drastically improve your success.
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