Marketing and Customer Insight

Vive la difference! Profile and segment to discover the who, what, where and when of marketing

Posted on Sep 06 2013 by

In my last post, I looked at bringing meaning to mass marketing. In this one I’ll be looking at how we do it. So let me start with personal experience…

Affordability is paramount: the latest personal insolvency figures reveal

Posted on Sep 03 2013 by

The annual fall in personal insolvencies is certainly a positive picture, but the quarter on quarter change highlights that there are areas still struggling.

With Conduct Risk being a subject at the forefront of minds within the lending community, it shows how individual circumstances can change at any time and that on-going affordability assessments are needed.

Faces in the crowd — meaningful mass marketing

Posted on Aug 30 2013 by

I love shopping for new clothes, but I hate seeing the words ‘one size fits all’ appended to anything I’m about to buy. It calls to mind something baggy, shapeless and not really suited to the task. To me, ‘one size fits’ all actually means ‘a size that suits everyone equally as badly’. What’s true for my wardrobe is just as true in marketing.

Footfall declined nationally during the last summer bank holiday week

Posted on Aug 30 2013 by

The bank holiday weekend caused daily year on year reductions in footfall for Friday and Saturday of 5.8% and 7.1% respectively.

Take outs from our ‘Make the most of Mosaic’ events

Posted on Aug 22 2013 by

Listening to customers is the key to success and Experian is no exception to that rule! We recently ran some client forums covering planned developments and improvements to Mosaic (our demographic customer classification product), our new Mosaic Digital Insights data (online behaviours by type) and how to get the most from Mosaic. We had some really positive feedback from clients who attended these events, so I thought I would share some of the key take outs about how to make the most of Mosaic data.

Social Butterfly or Everything Tech? The Rise of the Always On consumer

Posted on Aug 16 2013 by

Over the last decade, the advent of social media, the proliferation of the latest smartphones and tablets, and access to limitless data regardless of location has seen consumers become more connected than ever before. Our recent Always On consumer research has pinpointed four distinct types of consumer who are more digitally connected than ever before.

Census Trends: Oh we do like to be beside the seaside!

Posted on Aug 15 2013 by

The impact of the UK’s ageing population has been well-documented and much debated, but just how long many of us can now expect to live, was highlighted in the latest Census data for England and Wales. It indicated some 80,000 more people over the age of 90 in 2011 compared to 2001. Delving into this data and combining it with our Mosaic segmentation data, we provide insight on the UK’s ageing population.

How do Gmail changes impact brands?

Posted on Aug 12 2013 by

Earlier this year, Google released some important changes in their Gmail platform that strongly influence how Gmail users now interact with incoming emails. As Gmail is one of the top email services used globally, with over 425 million active users as of June 2012, these changes have important implications for brands.

Industry Trends 2013 – Social Club vs Scary Movie

Posted on Aug 09 2013 by

Integrating social media into the marketing mix. Social Media is a bit of a Jekyll and Hyde character in marketing circles. Everyone loves Dr Jekyll — a place where people come together to have fun, which provides the perfect platform for brands to stay close to their consumers. But then there’s Mr Hyde — a darker side that’s proved to be a bit of a horror story in terms of realising returns.

Industry Trends 2013 – A smooth channel crossing

Posted on Aug 02 2013 by

The nomenclature of modern marketing can be as fast changing as marketing itself. Just as we get to grips with multi-channel marketing, why is everyone now talking about cross-channel? Taking it back to basics, we’re all trying to do the same thing (no matter what we choose to call it).