Experian ForSite

The Challenge

Following on from the launch of Experian Mosaic last year, Experian approached Mubaloo to develop their second mobile application, ForSite. The task was to develop a location-planning app aimed at giving media agencies, media buyers, retail planners and network location planners access to Experian’s location data.

Our Solution

This iPhone and Android app enables planners to assess a trade area based on distance or drive time criteria from any location point. The app offers an abundance of information on any given location including number of households, average weekly household income, average weekly spend on retail as well as detailed demographic data, Mosaic consumer insight and information on the types and numbers of retailers already trading in the area. This information is presented to the user in the form of a number of dynamic reports. By selecting a specific location (via postcode, a location tagged photo or choosing a pinpoint on a map) and distance parameter, the user is able to access a free report detailing all of the relevant stats. A quick statistics report enables immediate insight whilst detailed reports can be emailed to the user at their request. Each report is rendered dynamically within the app based on users’ subscription details. This gives full content management control to Experian and enables them to keep the reports up to date and relevant to the user.

Conclusion

This free iPhone and Android app is the first of its kind and will save both time and money by enabling planners to assess any given location quickly and easily on their mobile. Daran Hewitt, national location analysis manager for The Co-operative, says the app will “fundamentally change” the way location planning is conducted. “It will enable our location planners to make decisions about whether to progress or drop a potential site, accessing ForSite via their tablet PC, right there and then in the field, using the up to date and accurate data they expect from Experian.”

Client Testimonial

“Effective location planning is an essential part of any company’s success,” says Nigel Wilson, managing director, Experian Marketing Information Services UK & Ireland. “Getting the location right can mean the difference between success and failure, especially in the tough trading conditions many businesses now face. Our ForSite App is the first of its kind, and will be crucial in empowering location planners with the data they need, speeding up the decision making process, and helping our clients to work more effectively.”