zlacker

>>voxada+(OP)
ZIP codes are an emergent property of the mail delivery system. While the author might consider this a bad thing, this makes them "good enough" on multiple axes in practice. They tend to be:

- Well-known (everybody knows their zip code)

- Easily extracted (they're part of every address, no geocoding required)

- Uniform-enough (not perfect, but in most cases close)

- Granular-enough

- Contiguous-enough by travel time

Notably, the alternatives the author proposes all fail on one or more of these:

- Census units: almost nobody knows what census tract they live in, and it can be non-trivial to map from address to tract

- Spatial cells: uneven distribution of population, and arbitrary division of space (boundaries pass right through buildings), and definitely nobody knows what S2 or H3 cell they live in.

- Address: this option doesn't even make sense. Yes, you can geocode addresses, but you still need to aggregate by something.

>>jonas2+Xd
If you are worrying about address at all instead of tax or legal jurisdiction its probable that you as a business have a physical presence. You can probably correlate better by predicting which location a given address would likely interact with if you don't know already by prior purchases/interaction which they normally do so. I would suggest actual purchase data followed by travel time.

Zip and distance as the crow flies often gives shit data. My zip suggests I'm off in bum fuck and since I'm on the puget sound things that are relatively near as the crow flies can actually be hours away.