Henriksen explores geocoding data. "Any data with an address or a placename can be geocoded. In this example,
Geocoding is done on five-digit ZIP Code. When you type an address into
Google, Google geocodes it and puts a marker on the map. GIS software does built-in geocoding . Geocoding is very data dependent, and Results will vary dramatically with data quality." Henriksen shows how you can derive new information from GIS data.