Experian Updates Geographical Tool

Global information giant Experian has updated its Micromarketer Generation3 tool, to help marketers, real-estate developers and store operations personnel determine where existing clients are based, what they are like, and the best ways to reach them.

The enhanced desktop system incorporates Geographic Information Systems mapping and visualization for improved location intelligence to help businesses analyze site locations, consumer demand conditions and competitive influences.

It taps into Experian's INSOURCE household demographic data - containing 113 million household records - as well as the firm's Simmons National Consumer data, which allows the user to determine market potential as well as drill down to consumer consumption levels. Quarterly updates are available and are based on actual deliverable addresses and not postal counts.

'From an analytical perspective, it's very exciting to be able to use the rich household data to reach beyond traditional census-based data in geographic applications,' explained Juli Zoota, Director of Research and Analytics for Experian Marketing Services Market Planning group. 'We can now more accurately determine where actual consumer groups reside and understand their composition and preferences to effectively address business location challenges.'

Yesterday, the company opened a new international operations centre in Bulgaria, and appointed Jacques Behr as Market Head of France, Belgium and North Africa for its Decision Analytics' division. Web site: www.experiangroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.