Experian has taken a quarterly report of consumer credit data, one that used to be printed and came to hundreds of pages of text and charts, and turned it into a web-based searchable database. The new tool, IntelliView, provides data in seven categories: bank card, retail card, automotive, first mortgage, second mortgage, home equity line of credit and personal loans. Credit.com recently used it to compile a list of the 10 states with the highest average bank card balance per consumer in the third quarter of 2012.
"These reports used to come in huge binders, and anyone making a credit granting decision would have to plow through all the hard copy," says Alan Ikemura, senior product manager and business consultant for the Decision Sciences group at Experian. "This is a web query analysis and reporting tool you can access through a web browser 24/7. People making credit granting decisions don't want to have to stump through pages of information."
IntelliView does not query Experian's entire consumer credit database, which tracks 230 million U.S. customers, but a representative sample of 10% of the transactions. The information is randomized and anonymized, so it's more of a tool for trend analysis than a source of information about specific consumers.
"The target end user for this is a business executive making strategic decisions about which direction they want to go in, in areas like risk mitigation and cross-selling, where they stand against the marketplace, and being able to quickly do 'what if' scenarios on the fly," Ikemura says. "They can do this internally on their own, rather than having to turn to an analyst for help." The product is aimed at bank directors and senior managers.
In a demonstration, Ikemura provided a use case: a banker wanting to know how a type of product is performing from a risk point of view in a certain location. Another use case: a banker could call up a heat map of bank card delinquencies around the country, mouse over each state and see which has most and least delinquencies, to help with a product decision.
"We're trying to make it as simple as possible for the business person who may not be analytics savvy to get at different views of data, create reports and discuss them with others," Ikemura says.
