Finding a route through an undocumented postal-data problem

The challenge

The operating question was straightforward—where should a local campaign go?—but the underlying route and household data was fragmented and difficult to use.

The approach

1. Investigated the available USPS interfaces and identified a usable GIS endpoint.
2. Combined postal route information with Census data to create a more decision-ready view.
3. Applied the resulting workflow to the practical planning needs of a local advertising operation.

What changed

A repeatable route-intelligence workflow covering the local market at carrier-route level.