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About the tool

What is Geo Insights?
Mastercard’s Geo Insights tool paints a comprehensive picture of an area’s economic and demographic characteristics. By analysing sector-specific trends and behaviors, it can help pinpoint high-performing areas while identifying places with untapped potential.

Tracking spending behavior, foot traffic and frequency across key retail sectors helps planners and decision makers in local councils to shape informed strategies at local level. Planning can then be made based on real data, not just on hunches.

What will you get?

Clear, responsive design

Clear, responsive design

Granular and reliable insights into area-specifc spending and footfall, represented on easy-to-read heatmaps based on pre-established filters like time of day or week.
Visitor insights

Visitor insights

Understand fluctuations in tourism and visitor numbers to an area, establish peak periods and patterns, and even record where people are visiting from.
Demographic data

Demographic data

A clear breakdown of spending behavior, including leisure and socializing, by age, gender, local/non-local etc. This enables planners to allocate resources efficiently and prepare for large events at stadiums, stations etc.
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The Mastercard® Opportunity Assessment

The Mastercard® Opportunity Assessment

How is it calculated? A given area is analysed based on anonymized and aggregated shopping trend data from Mastercard®, including accessibility via public transportation activity, spend behaviours, customers public movement, night time activity and other economic indicators. From this, a rating of an area’s potential is generated which we called as Night Time Economy Volatility Index (NTEVI), with specific areas for growth highlighted.

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Do you need more info?

Do you need more info?

Looking to find out more about how the tool can help you gain real local insights and plan successful policy? Want to know how the data can be filtered and optimized to your specific needs? Get in touch with our team and we’ll talk you through all the details.

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Frequently Asked Questions

Explore All Answers

Geo Insights is a location intelligence tool designed for retailers, government bodies, and financial institutions to identify optimal locations for business expansion or policy deployment. Leveraging aggregated and anonymized data from Mastercard® and partners, it evaluates the success potential of specific categories in targeted areas. By analysing sector-specific trends, Geo Insights highlights high-performing zones and uncovers untapped opportunities. It provides deep visibility into consumer behaviour, including spending patterns and foot traffic across key sectors such as dining, entertainment, transportation, and late-night retail—across both peak and off-peak hours.

Geo Insights was developed by Mastercard to support data-driven decision-making for retailers, government bodies, consulting firms, insurance providers, technology companies, and financial institutions. It enables users to identify high-potential locations for business expansion or policy implementation. Whether it's a retailer launching a physical store or a city council evaluating the impact of initiatives—such as boosting the Nightlife economy—Geo Insights provides actionable intelligence through location-based analytics.

Retailers gain data-driven insights to evaluate the viability of expansion strategies at specific locations, leveraging aggregated and anonymized data from Mastercard® and partners – moving beyond intuition-based decisions. Government councils benefit from spend and footfall analytics to inform policy-making, identify high-performing sectors, and uncover growth opportunities. Sector-specific trends and demographic insights enable targeted interventions to support local economic development.

Geo Insights uses responses to four simple questions to identify the most promising business types and locations, powered by aggregated and anonymized data from Mastercard®. The tool supports city councils with actionable insights for: • Zoning: Identifying optimal areas for new retail and entertainment hubs • Licensing: Informing flexible licensing hours based on demand • Transport Planning: Enhancing infrastructure during peak night-time economy (NTE) periods • Safety: Allocating resources to high-traffic zones during night hours • NTE Strategy: Guiding investments by evaluating market share and growth potential across sectors.

Geo Insights delivers a monetary evaluation of location-based opportunities using Mastercard® spend data and partner aggregators. Key metrics – including spend trends, forecasted growth, and advanced analytics – enable businesses to identify and act on high-potential areas for strategic expansion.