For NewsRoute to work, Sunflower also needs to know the carrier that delivers to each particular ZIP plus four, and the depot from which he or she operates.
Within each carrier route, there may be several ZIP plus fours (meaning a household broken down by ZIP codes with four-digit extentions).
By using data-processing horsepower that just five years ago was affordable only to NASA or the IRS, we can now analyze all 18 million residential ZIP plus fours and isolate the presence of a desired consumer profile," Garberg said.
Newspapers must provide Sunflower with a count of their subscribers aggregated by ZIP plus fours.
Microvision Plus, Sunflower's database, takes the ZIP plus fours and categorizes them into specific consumer buying habits and for demographics.
In the same speech in which Tisch acknowledged that Zip Plus Four hasn't changed our lives, he also admitted that the Postal Service had busted its budget (for the eleventh time in the past 16 years)--this time overshooting its projected $1 million deficit by $244 million.
It was Bolger who pushed Zip Plus Four without figuring out how to get people to use it.