John Hickey
John Hickey
Product Marketing Manager

With over 30 years of marketing experience, John's goal is to deeply understand customer problems and needs so as to clearly communicate and share solutions that will actually help. John earned an MBA from the University of Arizona and has put it to good use. He has grown a startup to a $40 million annual run rate company, published more than 30 articles in industry publications, and helped optimize digital marketing for a Fortune 500 / Future 50 company. Family-focused with six children, he and his wife have recently become empty nesters. We're happy to have John on our team.


All posts by John Hickey - Product Marketing Manager

6 Ways Telecom & Internet Companies Leverage Address DataArrow Icon
By John Hickey on February 14, 2024
In a recent webinar, we showed how address data tools help managers improve business performance in the following areas:Network PlanningAsset ManagementCustomer Acquisition and RetentionData BlendingMail and Parcel DeliveryFraud Reduction1. Network PlanningAccurate address data plays a critical role in overcoming network planning challenges. We presented solutions at each of the following steps in the network planning process: Clean existing address data with US Address VerificationKeep incoming data clean with US Address AutocompleteMap all addresses using our US Master Address List and hyper-accurate US Rooftop GeocodingAdd context to maps with enriched US Property DataAnalyze, get spatial insights, and make confident business decisions 2.
Optimizing Telecom with Geocoding & Address VerificationArrow Icon
By John Hickey on January 15, 2024
In the fast-paced and competitive world of telecommunications, where high customer expectations and intense rivalry prevail, the strategic use of address data intelligence, including geocoding and address verification, is increasingly essential. For professionals in the telecom sector, understanding and utilizing these tools can significantly streamline operations, enhance customer satisfaction, and drive business growth. This article delves into how Smarty's address data solutions address common pain points in the telecom industry.
Address Verification Reduces Overall Cost of Shipping & RoutingArrow Icon
By John Hickey on June 14, 2023
Lost packages equal lost revenue. It’s a simple equation—if USPS or another delivery service can't deliver your products to the listed address, you’re likely out the cost of the item and the shipping, and you might even have to pay a return fee. However, one simple addition to your workflow can get your balance sheet back to black—address verification. Use a full address validation service that includes secondary address data like apartment unit numbers to cleanse your delivery list. Clean address data helps you reduce costs from misdeliveries, delays, lost mail, returned mail, reshipments, and change of address fees.
Reduce Fraud and Reputation Damage with Address VerificationArrow Icon
By John Hickey on June 7, 2023
Did you know that something as simple as a mistyped address could open you and your customers up to potential fraud? Fraud can take a huge bite out of your profits, as well as lead to reputation damage and other risks. It takes most companies an average of 14 months to catch on to fraud happening, resulting in average losses of $8,300 a month. However, you can take steps to reduce fraud, risk, and reputation damage by implementing address verification. 4 Common Types of Address-Related Fraud 1.
Reduce Friction in Forms | Smooth Moves Aren't Just for DancingArrow Icon
By John Hickey on June 2, 2023
What’s wrong with this picture? Your quarterly web traffic is up, but sales are down. Somewhere in your sales pipeline, friction is stopping leads from converting. Online forms and ecommerce checkout flows are a common source of friction. Did you know? The mean conversion rate for online forms is a mere 21. 5% 76 out of every 100 visitors abandon their cart when they’re unsatisfied with the experience Cart abandonment is responsible for $4. 6 trillion in lost eCommerce sales yearly All the work you put into planning and developing lead generation campaigns—free trial signups, gated resource downloads, etc.
Go Mr. Clean on Your Databases and Reduce Risk—All With Address VerificationArrow Icon
By John Hickey on May 15, 2023
Your business generates data with every digital ad you run, every purchase order, every promotional mailing, and every customer survey you do. And every time one campaign wraps up, another starts. Developing a solid database cleansing and consolidation strategy can help prevent a database full of holes and information gaps. Why does database cleansing matter? Your revenue will diminish if you rely on bad data to make strategic business decisions. In our ebook, 5 Ways Companies Use Address Verification to Improve Business Results, we discuss how to use address verification software to cleanse databases and merge datasets.
Revenue-Driving Benefits of Clean Address DataArrow Icon
By John Hickey on January 31, 2023
Every business executive knows that good data is critical. When you’re developing your sales strategy and talking about how to increase revenue, you probably turn to data to answer questions like these: - What areas of growth can we exploit? - Which products are performing well? - Is mobile or desktop driving more sales? Where is traffic increasing? - How do we identify the “low-hanging fruit” customers? - Where can we reduce costs? But how do you know if your data is accurate? What steps do you need to take to ensure your data is actionable and driving revenue? In our free ebook, 4 Steps to Unlocking Latent Revenue and Driving ROI with Your Address Data?, we show you how to get clean address data, and then how to use that address data to unlock latent revenue and drive ROI.
Full Address Validation Leads to Better Business DataArrow Icon
By John Hickey on January 31, 2023
Certain surprises are fun. Finding out the person in front of you at Starbucks paid for your coffee? Java-tastic! Finding out you've been shipping products to addresses that don't exist? That's a postal catastrophe. Luckily, many shipping snafus can be prevented by using address validation software. Address validation (or verification) is the process of checking a mailing address against an authoritative address database. If the address matches an address in the known database, it is marked “valid”—meaning it's real.
Pros and Cons of the Fuzzy Address Matching AlgorithmArrow Icon
By John Hickey on January 17, 2023
Typos, typoes or typo's? No matter how you spell the word, typos are a problem. Even the most accurate typist occasionally misspells a word, leaves off a letter at the end, or just types a different word than intended. Typos in a text to your friend aren't a big deal. They'll figure out what you mean using context clues. But in a business data scenario, if you're following the logic of traditional address matching, where an address is either an exact match or not a match, you can't account for different formats or misspellings.
3 Ways Address Normalization Can Benefit Your BusinessArrow Icon
By John Hickey on January 11, 2023
We recently released a free ebook, 4 Steps to Unlocking Latent Revenue and Driving ROI with Your Address Data, in which we show you how to use your company’s address data to unlock latent revenue and drive ROI. In our last article, we went over address parsing. Today, we’ll explain address normalization and why this matters for data cleansing and analytics. Address Normalization (or making an address look normal) is the process of formatting an address so that it matches the proper address format of the national postal authority, such as the USPS for those in the United States.
What Is Address Parsing and How Can it Help Your Bottom Line?Arrow Icon
By John Hickey on January 6, 2023
Our global economy comprises many industries—healthcare, financial services, insurance, commercial development, and more. But one thing all companies have in common, no matter the industry? They’re all chasing a bigger and better return on investment (ROI). While there are many drivers of ROI, have you ever considered the role that address validation plays? Clean address data is essential for many business functions. Consider eCommerce, one rapidly growing example. Forecasting shows this retail channel will account for 22 percent of all global retail sales by 2024.
Funny, Weird, Christmas, Scary, Crazy Street Names & AddressesArrow Icon
By John Hickey on December 28, 2022
According to Smarty’s latest query of its US address database, there are 905,226 unique street names in the United States. And some of them are, well, entertaining (or disturbing). Check out a panel of Smarty address experts who joke and laugh about some of the funny, weird, Christmas, Halloween, and crazy street names and addresses they’ve encountered in our webinar: Addresses: The Good, the Bad, and the Ugly. Watch the Fun, 30-Minute Webinar Recording Here’s a sneak peek. Funny Street Names How would you like to live at: 3A Hole Spur Alamo GA 30411 Careful how you read that out loud around children, people.
Unlock Value in Your Address Database with MetadataArrow Icon
By John Hickey on October 4, 2022
Did you know that every address has loads of hidden data buried in its metadata? In this webinar, we briefly considered the value of breaking an address into its component parts. Then we looked at the different metadata available and provided definitions for each one. And finally, we went over use cases and ideas on how to leverage metadata for improved operations, business intelligence, and financial performance. There’s gold in your address metadata! Every address contains basic components that are standardized by country.
Using A Master Address List to Improve Asset TrackingArrow Icon
By John Hickey on August 10, 2022
Companies purchase national master address lists to use in many ways for many reasons. Though some might assume the only reason to purchase a national address list is to blanket-mail or ship things to people not already in a company’s database, the lists are extensively used for asset location tracking, resource planning, market intelligence, operations optimization, business strategy, and decision making. Let’s take a closer look at the first non-mailing use case: asset location tracking.
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