Customer and consumer segmentation

Sorting your customers into useful cohorts or personas to make your marketing strategy relevant, effective and successful.

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How we can help you with powerful market segmentation

Successful marketing demands up-to-date understanding of what your customers are thinking and doing – as well as where they are and how they interact. We have the right audience segmentation tools to help with all aspects of marketing segmentation, including geographic and demographic segmentation, psychographic segmentation, age segmentation and more.

Get into the detail with customer micro segmentation or improve your market research and market segmentation – we can help you do it.

 

 

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Customer segmentation models and strategies

Understand your audience and build a dynamic marketing strategy with all types of customer segmentation methods and products. Depending on your needs and strategy, you can use different types of market segmentation to understand where your customers are, how they behave, how they spend and what they’re likely to think. You’ll reach more customers across many touchpoints and make more effective business decisions.

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Segmentation models & strategies

Knowing how your customers tick is at the heart of a good marketing strategy. When you use bespoke customer segmentation to profile and understand your audience segments, you can offer them the right solutions or products at the right time, in the right way. Reach people in a certain area with geographic marketing segmentation or find customers who are likely to act in a certain way with behavioural target market segmentation – the list goes on.

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What is market segmentation?

Why marketing segmentation matters for your business. Read our insights

Segmentation models & strategies solutions

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Financial Strategy Segments offers insights based on consumer financial needs. Make better decisions using segments to bring customer data to life.

Financial Strategy Segments

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Find the right demographic types for you

For your business to grow, you need to keep reaching new people. But how do you know who they are? Segmentation helps you identify customers by their behaviours, demographics, location, gender, age or attitude. So you can be sure that every marketing communication you send will reach someone who is open to its message. The result is a marketing budget that works harder and delivers more.

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Read our insights on how big data is changing the world of business

Find out more about our flagship product, Mosaic

Solutions for finding the right demographic types

WorldView is customer segmentation software for global marketing. Segment customers by age, income or expenditure with a database for 90+ countries.

WorldView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Young businesswoman looking at a laptop

Marketing segmentation for insights

Get the most impact from every pound you spend. Whether you’re improving speed and performance in your warehouse, investing in new retail stores or building infrastructure projects, it’s vital to know that you’re working efficiently, in a way that will give you optimum results. Bespoke customer segmentation will provide you with a wealth of insights on how people behave in different locations or situations.

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Find out more about Financial Strategy Segments and group your consumers by financial needs

Marketing segmentation for insights solutions

Financial Strategy Segments offers insights based on consumer financial needs. Make better decisions using segments to bring customer data to life.

Financial Strategy Segments

WorldView is customer segmentation software for global marketing. Segment customers by age, income or expenditure with a database for 90+ countries.

WorldView

Work colleagues discussing segmentation data

Get into the detail with micro segments

Sometimes larger audience segments won’t give you the detailed information you need. When you want to look a bit closer, micro segments marketing shows you smaller groups of people defined by specific customer demographic measures, behaviours and attributes. Experian consumer data covers over 49 million UK adults, with over 500 marketing segmentation variables, so detail really is our thing. We also have a range of marketing segmentation software products to help you get the results you want.

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Dive into the detail with our thinking on the changing world of marketing segmentation.

Get into the detail with micro segments solutions

Mosaic Shopper offers all the data strength of our flagship Mosaic UK software, with the option to target consumers by specific retail behaviours.

Mosaic Shopper Segments

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Further reading on segmentation models & strategies

Get in touch

For advice on bespoke market segmentation get in touch.

Speak to an expert

Geographic segmentation

Our geographic market segmentation software helps you see the big picture with high-quality mapping and data visualisation tools. Around the country or across the globe, using common geographic market segmentation lets you see regions and countries where untapped opportunities exist. You can seek out your ideal customer profiles and use a consistent audience segmentation method to target them.

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What is geographic segmentation?

You can segment audiences by a specific group or type. Whether you’re using a micro lens to focus on a single postcode or looking broadly at a macro area or region, our segmentation methods can be applied to all kinds of areas – across the UK and 100 countries around the world. So whether you’re interested in shoppers in a single small town or financial trends across a whole country, you’ll find useful, accurate insights and be able to communicate with exactly the right customer demographic.

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Catch up with our insights on building effective customer profiles

Find out more about WorldView – our solution for global marketing segmentation

Solutions for geographic segmentation

WorldView is customer segmentation software for global marketing. Segment customers by age, income or expenditure with a database for 90+ countries.

WorldView

Woman looking a segmentational data on a tablet

Software tools for geographic segments

It’s the combination of rich, robust data and flexible software that makes our audience segmentation platforms so powerful. You can use demographic segmentation that aligns with your wider customer understanding by applying consistent parameters across individual, household and geographical levels. With Experian marketing segmentation tools, you’ll gain targeted insights that will improve and inform your marketing strategies.

Related links

Read our insights on why geo strategies should be part of your marketing toolkit

Software tools for geographic segments solutions

App Library – Micromarketer provides you with the tools you need to generate rich and valuable customer and location insight in house.

App Library Micromarketer

Location Analyst gives you immediate access to accurate information presented in high-quality maps and reports that are easy to understand and use.

Location Analyst

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International marketing segmentation

Using a consistent audience segmentation strategy across multiple countries enables your organisation to apply a single measurement lens across your entire customer base – wherever they are in the world. Data driven customer segmentation gives you the power to streamline decision making and improve campaign planning by comparing like-for-like data in a meaningful way. International market segmentation is easy and effective with Experian’s software solutions.

Related links

How people behave in a digital world depending on location. Read our white paper here

International marketing segmentation solutions

WorldView is customer segmentation software for global marketing. Segment customers by age, income or expenditure with a database for 90+ countries.

WorldView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Man smiling at his laptop holding a hot drink

Geographic segmentation for new markets

Wherever your business operates in the world, our big data customer segmentation tools mean you’ll always have a standard set of robust measures to validate and benchmark performance. Across channels, regions and countries, you’ll find the customers most receptive to your message and gain valuable insights into their behaviours and preferences.

Related links

Find out more about WorldView – our solution for global marketing segmentation

Geographic segmentation for new markets solutions

WorldView is customer segmentation software for global marketing. Segment customers by age, income or expenditure with a database for 90+ countries.

WorldView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Further reading on geographic segmentation

Get in touch

For advice on bespoke market segmentation get in touch.

Speak to an expert

Attitudinal segmentation

Understand what drives people and deliver products or services that meet their needs. Attitudinal and psychographic segmentation is based on consumer motivations. Because while two individuals can look alike in terms of demographics and behaviour, they may hold very different attitudes. Market research surveys can be matched with our data to create models that identify relevant target markets.

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Attitudinal segmentation for impact

When you get to know the values, needs and aspirations of your audience, you can use that knowledge to inform your strategic plans. Attitudinal and psychographic segmentation models put the emphasis on characteristics such as personality and values, rather than demographics. This can help you spot new opportunities and increase the impact of above-the-line activity. Understanding what’s going on in the minds of customers can also help you craft communications in the most persuasive way.

Related links

Find out how segmentation supported a more sustainable travel system for the West Midlands

Read more about ConsumerView – our solution for segmenting the UK population

Attitudinal segmentation solutions

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Girl looking at bus timetables on her phone

The benefits of attitudinal segmentation

Activate your affinity audiences and deliver marketing impact using deep, attitudinal data in real business scenarios. Understanding consumer attitudes can help you create and refine your products, services and communications so that they appeal to different groups within your target audience. This kind of detailed business market segmentation can also be useful in determining who the target audience for a product or service should be. It also supports effective, focused market research.

Related links

Read our insights on how data keeps up with consumer mindsets

Attitudinal segmentation solutions

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Further reading on attitudinal segmentation

Get in touch

For advice on bespoke market segmentation get in touch.

Speak to an expert

Demographic segmentation

Demographic market segmentation is a really useful way to precisely identify your audience based on key characteristics, such as age, gender, marital status, occupation and nationality. Using a broad range of segmentation types, our marketing segmentation solutions help you build a complete picture of the population, including the key demographics of adults, households and local areas in the UK.

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Demographic and age segmentation

Ensure that you’re only targeting customers who will find your services relevant and are open to your message. Demographic marketing segmentation adds detail to your customer data and enriches your knowledge about your customer base. Using demographic segmentation means you can communicate more accurately and consistently across all touchpoints and channels – driving real engagement with consumers.

Related links

Read our insights on using segmentation for growth

Demographic and age segmentation solutions

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Mature man looking at his laptop while holding a hot drink

Predict likely customer behaviour

Using common demographic segmentation parameters across you customer and prospect bases helps you manage and predict the way consumers are likely to behave. Demographic segmentation delivers a rich vein of deep and informative data. From age segmentation to geodemographic segmentation, you can link that knowledge to your online and offline advertising. This results in a stronger, more effective and straightforward execution of your marketing strategies.

Related links

Download our guide to navigating consumer segmentation

Solutions for predicting likely customer behaviour

Mosaic Shopper offers all the data strength of our flagship Mosaic UK software, with the option to target consumers by specific retail behaviours.

Mosaic Shopper Segments

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Further reading on demographic segmentation

Get in touch

For advice on bespoke market segmentation get in touch.

Speak to an expert

Behavioural segmentation

There are many ways to segment audiences and behavioural segmentation is a vital tool to use as part of your marketing plan. Understanding the key demographic, transactional and mobility characteristics of consumers, we can help you build a complete picture of your customers and predict their likely behaviour. This type of marketing segmentation analysis is key to any robust consumer strategy.

Speak to an expert
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Sort your customers by behaviours

Ensure every penny of your marketing budget gives a return on investment by choosing the right segmentation strategies. Behavioural segmentation identifies the individuals who are most suitable for your marketing communications. You’ll also avoid wasting time and money contacting consumers who are unlikely to respond to your messages. Instead, behavioural market segmentation modelling means you’ll target the right people with the right offers, at the right time and via the right channel.

Related links

Find out how segmentation helps you build accurate customer profiles

Behavioural segmentation solutions

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Pregnant woman looking at a tablet while laying on a sofa

Drive engagement with segmentation analytics

Customer segmentation analytics give you the power to see what your customers are really doing. You can target your messages based on accurate consumer segmentation data, resulting in better engagement and reducing the risk of ineffective campaigns. Market segmentation analysis enables you to prioritise individuals and groups within your target audience, allocating resources where they will have the most impact.

Related links

Take a look at our bespoke consumer segmentation fact sheet

Behavioural segmentation solutions

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Further reading on behavioural segmentation

Get in touch

For advice on bespoke market segmentation get in touch.

Speak to an expert

Segmentation data platform

Organising your customer segmentation data makes your marketing intelligence even more effective. A customer data platform (CDP) integrates customer data from sources such as CRM platforms, transaction information, website visits, email data and social channels. Customer data platform marketing puts a powerhouse of information at your fingertips – you’ll understand your audience better than ever.

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Colleagues discussing data in an office meeting
Colleagues in a meeting discussing data

Make your data more powerful with CDP

When you work with a CDP (customer data platform), you can collect and integrate important customer data from a variety of touchpoints. You’ll be able to harness first-party data along with other data sources, such as CRM, to enrich your customer profiles. Understanding your customer segments in detail means you’ll have all the marketing intelligence you need to create highly personalised marketing messages that deliver results.

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Find out how to unify your consumer data with a CDP

Make your data more powerful with CDP solutions

Single Customer View helps you to create a complete understanding of your customers by consolidating all the data you hold about them in a single place.

Single Customer View

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Work colleagues planning segmentational campaigns

Build personalised campaigns with a CDP

Experian brings together different types of segmentation information, including behavioural segmentation factors such as propensity to purchase, and demographic market segmentation information such as age and income. This kind of integrated customer segmentation analysis builds personalised marketing campaigns. You’ll gain a fuller picture of your customer segments using common keying methods, such as using Single Customer View (SCV), to combine data from internal and external sources.

Related links

How do different customer segments behave online? Read our white paper here

Find out more about Single Customer View (SCV) for a full picture of your customers

Build personalised campaigns with a CDP solutions

ConsumerView provides a comprehensive look at the UK adult population and is a great software choice for harnessing the power of micro segmentation.

ConsumerView

Our flagship product Mosaic segments individuals and households into detailed groups, helping your marketing communications to get strong results.

Mosaic

Further reading on segmentation data platforms

Get in touch

For advice on bespoke market segmentation get in touch.

Speak to an expert

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