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Mosaic UK - unique consumer classification based on in-depth demographic data
Mosaic is Experian’s flagship consumer classification for today’s multi-channel world, providing a deep view of UK consumers’ characteristics and lifestyles.
Mosaic enables you to understand your customers and target audience, identifying who they are, how they live and how they spend their money.
Mosaic is truly enabled for use in the multi-channel world we live in, allowing you to understand and target audiences across all channels.
With our team of leading analysts and consultants, we can make sure you are able to turn insight into action by helping you to maximise the potential of Mosaic within your organisation.
Mosaic is a common currency for consistent marketing messages across all channels
Mosaic is not only relevant but also accessible for use to target audiences across all contact channels:
- Traditional channels – direct mail and telemarketing
These channels are still an important part of the marketing mix and continue to be an important part of how organisations are using Mosaic. Through local area and spatial planning applications, Mosaic is also used to help with location planning and optimisation at a geographic level.
- Email and mobile
In the UK we have 33 million validated email addresses and 20 million mobile phone numbers linked to Mosaic insight that can be used to target marketing communications to customers and prospects via these channels.
By working with media owners and buyers, Mosaic is now being used to serve banner advertising for more than 90 different advertisers to target audiences consistently on and offline.Mosaic is also available to help you monitor the audience you are attracting to your website to understand whether your digital strategy is delivering the right type of audience online.
As targeted advertising via set top boxes and on demand services develop, Mosaic is already enabled and ready to support this target marketing revolution
Why is Mosaic trusted by our clients? Because of the depth and quality of our data.
Through a combination of Experian proprietary, public and trusted third party sourced data, Mosaic condenses billions of pieces of information into a concise and easy to understand consumer classification.
850m+ input sources and 400+ variables to fully understand consumer characteristics and lifestyles to enhance the quality of the segmentation results.
The Mosaic classification is designed by a team with over 100 years of combined experience, who have developed Mosaic classifications across the globe for 25 years.
Unlike many consumer segmentations on the market, the same Mosaic types are assigned to both individual households and postcodes and they are fully optimised for use at both levels. Users don’t have to understand two different classifications and can make use of data available at either level.
Mosaic has a track record of identifying changes in the structure of UK society. Look out for our fully re-built classification in Q1 2014 to find out about the latest UK consumer and societal dynamics that will affect how you target and engage with your audience.
How can you access Mosaic?
You can access Mosaic where and how you want:
- Managed services
Our team of data management experts can take customer data, standardise it and, where applicable, cleanse it as part of the process of appending Mosaic to your data.
- On premise software
Software is installed inside your firewall so you can have full access and control of when and how you append Mosaic to your customer records.
- On demand batch and real-time
Web-based applications enable Mosaic to be appended to consumer data via batch service, or in real time, through access to a Mosaic API.
- Integrated into our Cross-Channel Marketing Platform
Through a single, intuitive platform, you can plan, execute, manage and optimise interactions with customers across both digital and offline marketing channels.
Mosaic Digital Insights
Mosaic Digital Insights integrates Experian’s wealth of established offline and digital data, adding a new depth of insight into how customers behave and engage online.
We have created a series of distinct behavioural measures to help understand how each group in our existing Mosaic classification behaves online, by analysing over 1.2bn web page visits and 27m hours of online activity using Experian Hitwise.
From this analysis we created 15 dominant digital segments to summarise online activity. These segments can be linked back to the consumer using our existing Mosaic UK classification or low level geographical areas for area analysis.
For example, Mosaic Digital Insights enables you to understand how:
- Mosaic Type G30, Soccer Dads and Mums, do their shopping online with well-known High Street retailers and grocery providers, and also use the internet as an education resource for their family.
- Mosaic Type I41, Stressed Borrowers, use the digital world to connect with friends via social media, as well as a means of escape by playing online games.
“Experian’s team was refreshing in that they took the time to understand us and our needs before trying to sell us a solution. The speed with which they honed in on the fundamentals immediately repaid our faith in their expertise, and with Mosaic UK, we weren’t disappointed by the data resources and technologies placed at our disposal.”
“The difference between pre and post- Experian campaigns is as clear as black and white. Being able to target promotions and content at specific groups has led to increased engagement, revitalising existing customers and bringing in new clients.”
Bang & Olufsen
“Working alongside Experian has given Bang & Olufsen a real insight into who our customers are, and more importantly, where they reside and how they shop.
[...] Experian were able to provide solutions that met our needs and that added value to the end product.”
CCR Data Matters
"CCR have worked with Experian for many years using various products and service. We are constantly reviewing the market to ensure our customers can access the best available solutions. Mosaic has proven time and time again to be the most accurate and effective lifestyle classification system. Our clients are looking to gain a greater understanding of their customer/supporter base and by using Mosaic they can quickly append lifestyle and demographic information to enable more accurate targeting."
"Barton Willmore has been using the Mosaic lifestyle classification data for a number of years. Mosaic provides an excellent insight into the demographics of the local area. We have tended to use the data as part of our visioning exercises to understand who might live within large residential developments we are proposing and what their lifestyles are likely to be like. In one particular case, this lead us to a scheme which makes specific provision for working from home and for access to the countryside. Our clients have been very pleased with the overall outcome and the analysis that Mosaic provides."