{"id":36340,"date":"2014-04-24T08:00:00","date_gmt":"2014-04-24T07:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=36340"},"modified":"2014-05-20T20:30:23","modified_gmt":"2014-05-20T19:30:23","slug":"experian-mosaic","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/customer-segmentation-targeting\/experian-mosaic\/","title":{"rendered":"Understanding customers using Experian Mosaic Segmentation"},"content":{"rendered":"

A briefing on the new Experian UK Mosaic customer profiling<\/h2>\n

I recently attended the re-launch of Experian\u2019s UK 2014 Mosaic Segmentation<\/a>. I thought it would be useful to share a summary which I hope\u00a0will be useful for marketers, who have been working with it and those who are new to what I have found is a fabulous segmentation tool.<\/p>\n

If you don't know it, Mosaic is a consumer classification tool that benchmarks the UK population on over 450 data variables.\u00a0According to Experian,<\/p>\n

\"Mosaic is our most comprehensive cross-channel consumer classification, built for today\u2019s hyper-connected world. Using new data and analytical methods, organisations get deeper insights on consumer lifestyles and behaviour to help you make more informed marketing decisions\"<\/em>.<\/p><\/blockquote>\n

They go on to explain that they see Mosaic as more than a socio-demographic segmentation and they believe it is even more relevant today than when first created over 30 years ago. By giving marketers a clear picture of who consumers are, where they are and what they want, organisations are able to obtain actionable consumer insight that is focused on the individual, rather than the channel.'<\/p>\n

Details about the Mosaic, access to the webinars, the interactive segmentation tool itself and supporting content can be found on the newly launched Experian's microsite.<\/a><\/p>\n

This summary brochure<\/a>\u00a0and\u00a0Mosaic segmentation guide<\/a>\u00a0summarizes the methodology and available insights.<\/p>\n

Four developments with Mosaic<\/h3>\n

In this post I'll cover 4 enhancements to Mosaic.<\/p>\n

    \n
  1. Introduction of updated and enriched 15 Mosaic segments with a total of 66 types as well as added digital consumer behaviour data through a new layer of Hitwise online data that also revealed some new segment characteristics driven by changing digital behaviour.<\/li>\n
  2. Improved functionality to filter and correlate the data in real time on screen, simplified navigation structure and interactive video for each segment provide a much better usability.<\/li>\n
  3. Key Consumer Trends were summarized and revealed along with the launch presentations.<\/li>\n
  4. Changes in access to the Mosaic segmentation tool.<\/li>\n<\/ol>\n

    Theme\u00a01. \u00a0New Data Quality and Source<\/h4>\n

    The introduction of new data sources has updated the segmentation and increased the granular level of insights within each segment by consumer, household and post code level. The consumer view database comprises of 49 million individual contacts.<\/p>\n

    The data is consisting of transactional, demographic, psychographic and behavioural data.<\/em><\/p><\/blockquote>\n

    To name a few new data sources has been enriched with Tenure & Property data from Rightmove and National Register of Housing and Census 2011, Broadband speeds at post code level from OFCOM and Streetview (Google) for the location detail.<\/p>\n

    The addition of Hitwise Online Search and Clickstream data has massively extended the data set around online behaviour, attitudes, device adoption and channel preferences have been specifically researched and added to the mosaic insights. <\/em><\/p><\/blockquote>\n

    The capability of correlation was previously available on individual request, but not part of the Mosaic self service segmentation platform. A white paper<\/a> about the new cross channel segmentation capability can be requested by signing up with contact details and provides more detail.<\/p>\n

    \"Mosaic<\/a><\/p>\n

    Key Take Aways: For very specific consumer segments we can now analyse from one set of data. What they do online, what visitors a company has and how they think, in which channels they can best be reached.<\/em><\/p><\/blockquote>\n

    Theme 2. New Data Presentation and User Support<\/h4>\n