Visitor Insights and Experian have partnered to launch Location Insights, a collaboration providing advanced ‘dynamic’ geodemographic analytics through the merging of datasets and methodologies in a privacy centric way.
The companies say mobility and geodemographic data together have long helped businesses and public entities understand human movement patterns. However alone, mobility data is unable to provide geodemographic detail, while static geodemographic data fails to deliver a view of movement or change over the short-term. Location Insights will be able to provide powerful insights into deeply enriched population movement patterns.
Recognising the growing need for enterprises across sectors to understand the change in population patterns in more detail than ever, Visitor Insights and Experian have partnered to merge their datasets, methodologies and systems to create a new way of analysing and interpreting geodemographic data.
Location Insights brings geodemographic data to life by combining Experian’s Mosaic consumer classification, rich geodemographic and aggregated consumer spend data, with Visitor Insights real-time geo location systems.
The platform will help users obtain granular insights into visitors and geographic locations, creating location profiles for individual stores and sites, high streets and cities, across any day of the week, from 2017 to present day. Advanced geodemographic modelling will give powerful insights for a range of use cases across multiple sectors. From decision making for site expansions or consolidations in leisure and retail, buyer insights for FMCG, to informing investment strategy, Public Sector investment planning, and location-based marketing activity, accessing detailed and accurate spatial data to support these objectives will be key.
“In a world where visitor patterns and trends are rapidly evolving, it’s more important than ever that the data used to drive decision making is both current and granular enough to ensure strategies are not only based on past trends, but what we are seeing in the market in real time. Location Insights provides a new way for users accessing geodemographic data to make business decisions based on the ever-changing flow of people through a site. Through the lens of current and historic movement patterns, detailed geodemographic analysis can help understand past trends, but more importantly, predict outcomes for the future.”
Combining multiple data sets to derive more detailed insights is an important step for organisations looking to drive operational benefits from both location and geodemographic data. The partnership between Visitor Insights and Experian is a first step towards working together to provide better data which can be used at a strategic level to analyse location as an integral part of understanding and solving business or societal issues.
“Over the last few years, consumer movement behaviour has shifted, and continues to do so, which is why working with Visitor Insights creates powerful insights for many verticals” said Colin Grieves, managing director of marketing services at Experian. “Our comprehensive geodemographic data, layered with Visitor Insights location data will help decision makers unlock unique insights to not only assess the footfall in locations, but understand the types of people who are visiting. We are really looking forward to making this partnership a huge success.”
