Geocoding is one of the best tricks you can do with GIS. What's not exciting about watching a file of sterile tabular address data suddenly take shape and illustrate themselves on a city map? But mention to a colleague that you're trying your hand at geocoding, and you'll likely see a quick flinch, maybe even a shudder. I've seen veteran ESRI Tech Support staff – people who laugh in the face of projection problems and license server administration – shy away from the topic. Why the drama? Like many subjects, the more you know about geocoding, the more success you'll experience with it.
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