Transcript Mosaic UK 2009

Mosaic UK gives you greater insight in today’s
society
Using the latest data and techniques to drive business
decisions based on customer segments
Lindsey Hardy – Account
Manager
Nisha Korpal - Business
Development Manager
© 2009 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.
Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work
may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.
The UK’s leading consumer classification
 Mosaic UK is brand new (reclassified July 2009)
 Reflects the key changes in UK society
 More comprehensive & accurate than anything else in the market
 Now discriminates at the Person Level
 Ensuring your business understands, communicates and accurately
measures impact
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Better discrimination for more accurate results
 Experian’s Mosaic UK consumer
classification provides an accurate
understanding of the demographics,
lifestyles and behaviour of all
individuals and households in the UK
enabling you to:
► Increase loyalty, retention and value
► Drive profitable acquisition
► Plan and prepare for the future.
 The only person, household and
postcode level UK classification
 Market leading discrimination providing more accurate results
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Mosaic UK will support three core areas across
your business
Understand
Communicate
Measure
your customers
more completely
with them
as individuals
impact across
your business
Mosaic UK
Optimise the value of customers
Customer acquisition
Response analysis
Maximise the value of locations
Increasing customer value,
loyalty and retention
Monitor sales conversion
Deliver consumer and market
foresight to invest in the future
Online audience metrics
Optimise communication
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Example business issues Mosaic UK can help
resolve
 Gain a deeper understanding of your customers: who, what, where,
when, how and why.
 Understand your customers demographic & lifestyle characteristics
and track how these will change over time.
 Target, and acquire more customers and members to your company.
 Improve your understanding of locations and the people they serve –
who is in your local catchment?
 Optimise your media planning and buying to ensue you’re targeting
the right people, with the right product, at the right time, in the right
locations – part time courses, etc
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Providing you with a best in class consumer
classification
 New three-tier person, household
and postcode classification
 15 Groups, 67 Types and 141
Person Types
 Accurate, contemporary and up to
date data combined with our build
methodology that delivers improved
performance
 Greater clarity on which Mosaic
types are most likely to be a
customer, spend more or visit more
frequently
 Refreshed bi-annually
 Integrated across Experian
Marketing Services solutions
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Mosaic UK typology
15 groups, 67 household types and 141 person types
15 Mosaic Groups
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HH%
A – Alpha Territory
B – Professional Rewards
C – Rural Solitude
D – Small Town Density
E – Active Retirement
F – Suburban Mindset
G – Career and Kids
H – New Homemakers
I – Grass Root Endeavours
J – Claimant Cultures
K – Upper Floor Living
L – Elderly Needs
M – Industrial Heritage
N – Terraced Melting Pot
O – Liberal Opinions
67 Lifestyle Types
3.54
8.23
4.40
8.75
4.34
11.18
5.78
5.91
8.67
5.16
5.18
5.96
7.40
7.02
8.48
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5-10
11-15
16-19
28-34
35-40
41-43
44-47
48-50
51-56
45-49
50-53
54-56
57-60
61-67
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Leading the marketplace - Mosaic UK has been
updated to reflect the huge changes in society
Accurately reflect the changes that have taken place in
UK society since 2003 via our macro consumer and
economic foresight. Future-proof Mosaic UK
Optimise the value of our new data. Fresh insight,
better discrimination
Deliver this value back to you – increased accuracy,
better performance
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Mosaic UK Database
Mosaic classification data summary:
 441 data items selected for every
person, household, postcode and
Output Area in the UK
 A total of 21 billion data items
 62% is person, household
or postcode level.
 38% is census Output Area
or above.
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Our sophisticated clustering methodology produces
the best classification possible
 Methodology integrates multiple levels of data
Person
Household
Postcode
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Census
Output Area
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Mosaic UK Applied to JML
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Group G: Internet Sites Visited…
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Group G: Channel Preferences - Purchasing
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International Coverage
Australia
Hong Kong
Sweden
Belgium
Italy
Switzerland
Canada
Japan
The Netherlands
Czech Republic
New Zealand
USA
Denmark
Norway
Finland
ROI
France
Romania
Germany
Singapore
Greece
Spain
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Data Cleansing: Intact Services
 Online DC service: Fast, secure, user friendly
 Aim: improving the integrity of consumer & business data
 Free data audit every time the service is used
 Audit used to help you make the decision about the data cleansing
services you wish to use.
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Data Cleansing: Intact Services
 Options available:
►
Data Counts (no. of records, no. of tel numbers)
►
Address validation
►
Movers (how many new addresses can be provided for recent movers)
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Telephone Numbers
►
Age (actual) and DOB (forename, initial and modelled)
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Suppressions:
●
Goneaway
●
Deceased
●
CCJ
●
MPS/TPS/FPS
●
Duplicates
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Other Experian Services:
Experian Hitwise
 Analysis can be undertaken to look at specific product categories and
the audience of the competitors across each of the categories.
 Hitwise is used to identify opportunities to target sites that have a high
proportion of audience from specific postal areas and/ or specific
Mosaic Types.
 Hitwise is also used extensively by our clients to;
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Monitor their performance in relation to the competition
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Inform your Paid and Organic Search strategy
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Inform affiliate and partnership strategy
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Provide due diligence and insight across new/ growing categories.
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Maximising the use of customer data with Mosaic
and MMG3
 Who are our customers?
 Where do they live?
 Where are the stores we supply to?
 What area do they cover?
 Who lives within the catchment area?
 How can we optimise our customer knowledge and apply that
to the stores we supply to?
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Utilising Customer Data –
Mapping customer locations with product purchased
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Utilising Customer Data –
Mapping customer locations with Mosaic
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Utilising Customer Data –
Mosaic Customer Profile (Beauty Products)
Key Mosaic Groups –
Suburban Mindsets
Terraced Melting Pot
Ex-Council Community
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Utilising Customer Data –
Mosaic Customer Profile (Kitchen Products)
Key Mosaic Groups –
Suburban Mindsets
Small Town Diversity
Liberal Opinions
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Store catchment analysis –
Mapping store locations and catchments
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Store Catchment Analysis –
Mosaic Profile Report - Asda
Key Mosaic Groups –
Terraced Melting Pot – 23.6%
Liberal Opinions – 21.6%
Suburban Mindsets – 19.6%
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Store Catchment Analysis –
Mosaic Profile Report - Tesco
Key Mosaic Groups –
Suburban Mindsets – 24.7%
Careers and Kids – 12.9%
Professional Rewards – 12.2%
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Summary
 Supply of Mosaic UK ►
Profiling
►
Directories
►
Use within G3
 Intact
 Hitwise
 International
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© Experian
2009 Experian
Limited
Limited.
2008. All rights reserved.
Confidential and proprietary.
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