At A Glance
Swiss Sense used Experian Mosaic® segmentation solution to scale customer insights across international markets with a unified segmentation approach. By identifying and targeting high-value segments, the brand aligned teams, improved campaign efficiency, and uncovered new opportunities for growth.Swiss Sense built its growth strategy by establishing a consistent consumer view across every market, using Mosaic’s global and local segmentation to align how they identify and target high-value audiences. Swiss Sense’s mission is to provide exceptional sleep comfort for all. The European retailer analyzed consumer data across its markets to better understand its ideal consumer profile and guide expansion. To achieve this, Swiss Sense used Experian’s Mosaic data, a unified customer segmentation solution that provides a consistent view of consumers, prospects, and markets.
Using Mosaic data, Swiss Sense identified key consumer personas and tailored their communications to match. Partnering with Experian, they created personalized product recommendations, delivering targeted messaging through direct mail, out-of-home advertising, and leafletting campaigns.
What is Mosaic and how does it work?
Experian’s Mosaic is a household-level consumer segmentation system that classifies all households within a country into distinct Groups and Types based on life stage, affluence, behaviors, and lifestyle characteristics. It provides a consistent, in-depth view of who customers and prospects are, along with where they are concentrated across markets.
For marketers, Mosaic connects insight to activation. It creates a shared understanding of consumers across teams, removes reliance on disconnected datasets, and then translates that understanding, or insight, into actionable audiences and strategies, making it easier to plan, target, and scale campaigns with confidence.
With Mosaic, brands can:
How did Swiss Sense use Experian’s Mosaic data to drive market-specific growth?
Swiss Sense used Mosaic data across its markets to identify and understand high-value customer segments and apply those insights to guide expansion and shape marketing and media strategies in each region. This created a repeatable model for identifying where and how to grow.
Their objectives included:
- Develop regional product strategy
- Integrate data-driven insights into their local and international marketing strategy
How did Mosaic support a scalable, data-driven strategy?
Mosaic provided each market with a consistent segmentation framework, giving Swiss Sense a repeatable way to understand and activate audiences across countries. While each country’s Mosaic is built on local data, the underlying methodology remains the same, creating a consistent approach to segmentation in every market.
This meant each market could define its own audiences and personas using a shared framework, without starting from scratch each time. Once established, teams could move quickly to activation and identify which segments over-index, applying a consistent way of working with data across regions while maintaining local relevance.
With Mosaic, Swiss Sense benefitted from:
- A standardized segmentation model across regions, allowing for global consistency with local nuance
- A shared customer language across marketing, analytics, and media teams
This enabled Swiss Sense to:
- Identify high-value customer segments in the Netherlands
- Map those segments across new markets
- Prioritize regions and cities with the strongest growth potential
- Activate marketing strategies and campaigns that targeted key consumers in the right areas
How did Swiss Sense use Mosaic insights to shape marketing and consumer strategy?
Swiss Sense used Mosaic insights to guide messaging, creative, and where campaigns were activated, including channels like out-of-home and direct mail tied to specific locations. This ensured campaigns reflected real audience behaviors and preferences.
By partnering with Experian, Swiss Sense was able to seamlessly implement a solution tailored to its unique needs. They gained a global view of their customer base while using more granular Mosaic data in each country to understand and engage customers at a regional level. These insights helped Swiss Sense’s marketing team, allowing them to craft targeted customer content, suggest relevant imagery, and adopt the right tone of voice. Identifying key Mosaic growth segments further enabled Swiss Sense to focus marketing efforts on regions and cities over-indexing for their ideal customer types.
This led to the execution of highly targeted offline campaigns, including:
Download our case study for the full details of Swiss Sense’s journey to international growth.
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FAQs
Mosaic is a unified consumer segmentation that classifies households into distinct groups based on life stage, affluence, behaviors, and lifestyle characteristics. It gives businesses a consistent view of their customers and prospects, helping them target the right audiences, align teams, and drive more effective marketing strategies.
Mosaic supports international marketing by enabling brands toidentifyhigh-performing customer segments and apply a consistent approach across markets. Available in 14 countries, Mosaic uses the same segmentationmethodologyin each, while incorporating local data to ensure market-specific relevance.
Yes, Mosaic can be used across different marketing channels as it supports both offline and digital activation, including direct mail, out-of-home, programmatic, and social, helping brands maintain consistent targeting across channels.
Mosaic improves targeting by helping teams focus on investment on high-value consumers. It goes beyond basic demographics, offering insight into communication styles and media channel preferences, so teams can align messaging and activation to what each segment responds to. For example, if a target segment prefers direct mail with value-driven messaging, campaigns can be tailored accordingly, increasing relevance and reducing wasted spending.
About Swiss Sense
Founded by the Diks family in 2006, Swiss Sense is a Dutch family-owned retailer specializing in high-quality beds, mattresses, and bedroom accessories. With over 2,000 employees and stores across multiple European countries, Swiss Sense is dedicated to providing exceptional sleep comfort for all. To learn more, please visit www.SwissSense.nl.
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In our Ask the Expert series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Samantha Zhang, Senior Data Scientist, and Jim Meyer, General Manager of the DASH TV Universe Study at the Advertising Research Foundation (ARF). DASH is an annual tracking study conducted by the ARF to define and better understand TV audience behavior and household dynamics. What does DASH measure, and how does it help the industry understand TV consumption today? By capturing hundreds of individual- and household-level data points from each respondent in a rigorous and nationally projectable sample, DASH creates a comprehensive picture of U.S. consumer TV “infrastructure” – how America watches. Core elements in DASHElements that create context in DASHTV setsLocation | brand | smartness | service modes | sources DemographicsConnected devices Game consoles |video players | streaming devicesYesterday viewing Daypart | TV/device genre | Out-of-home viewingMobile devicesOwners | sharing usersShoppingOnline and in-store | Exposure to major RMNsInternet serviceModes | ISPs | connectivity by device Streaming audio Streaming TVSVOD/AVOD tiers and sharing | FAST Email accounts and apps Live TV Modes of access | including casting from devices Social media For example, DASH gathers: Data on every TV set, including brand, room location, age, “smartness,” and connection devices and modes Household connectivity and video service data, even in homes with no TV set Internet Service Providers (ISP) and TV service usage, including Multichannel Video Programming Distributors (MVPDs), virtual vMVPDs, streamers (ad-supported and premium), and Free Ad-Supported Television (FAST) channels Person-level ownership and usage of video-capable mobile devices, including smartphones, tablets, and laptops Measures of viewing and co-viewing across dayparts, devices, and services Additional modules covering shopping and retail media networks, streaming audio, social media, email, and apps Broad coverage and granularity make DASH a uniquely robust source of truth for practitioners across the industry, including measurement experts and ad programming strategists. DASH also reports regularly (and publicly) on key industry dynamics. DASH identified a growing segment of device-only viewers – now nearly 9 million households that watch TV, but do not own a TV set – and highlighted the implications of that trend for traditional ratings systems based only on households with TV sets. Households (HHs – million)2025 HHs (M) U.S. penetrationChange vs. 2024 (M)Total US134.8100%+2.7Connected TV (CTV)114.685%+2.1TV (Set)124.292.2%+1.1Device-only8.86.6%+1.6TV-Accessible133.198.7%+2.7 DASH called out the rise in app-based pay TV and proposed a new connection framework that better represents the modern TV world, in which linear and streaming overlap. DASH also defines the universes of households reachable with advertising. This graphic, for example, shows how all ad-supported linear and streaming properties in aggregate define the true scale of TV advertising. While 35 million households (and growing) are reachable only with streaming ads and 13 million (and falling) only with linear ads, most households are reachable with both, underscoring the importance of understanding the “overlap.” Who uses DASH data, and what decisions does it help inform? There are three primary users of DASH, each with its own use cases: Measurement providers, including Nielsen, use DASH to calibrate viewership data, turn household data into persons data (and vice versa) and estimate potential reached audiences–what the providers call media-related universe estimate (MRUEs)–for the calculation of ratings. Not surprisingly, measurement companies were the first to see the value that an independent TV universe study could provide. Media companies, including major broadcasters and streamers, use DASH to add context and color to their ad sales presentations – and to track the measurement providers, whose ratings play a major role in valuing ad inventory. AdTech companies, including Experian, use DASH to create high-value audience segments for activation. The recent accreditation of DASH by the Media Rating Council (MRC) and adoption by Nielsen as an input to its TV ratings have generated interest from a broad range of companies. We are actively pursuing new licensees and partners to make DASH more useful within, and even outside, the TV ecosystem. What does MRC accreditation signify, and why is it meaningful for DASH? MRC accreditation means DASH passed a rigorous audit conducted by Ernst & Young over many months, which validated our methodology, controls, and data quality. MRC accreditation establishes that DASH is an industry-standard dataset. While the service provider normally announces its own accreditation, the MRC took the unusual step of issuing its own release on DASH, announcing the accreditation of DASH for TV universe estimation and endorsing the study for broader, cross-media use. How does Experian use DASH data to build audiences? The segments combine specific TV usage habits and behaviors from DASH with Experian data on demographics, spending, and other contextual inputs to create a fuller view of consumer viewing behavior. They are designed to be valuable to advertisers in many categories and planning contexts – and to be customizable to fit advertisers’ media targets. The segments can be used to: Apply or suppress audiences to improve target coverage across a campaign Better align media and creative Reach elusive but high-value viewers, such as Ad Avoiders Drive valuable consumer behavior Achieve specific advertising objectives What are some practical use cases for DASH-based audiences? Here are some practical use cases for four different kinds of DASH segments in five different advertiser categories. Travel Co-WatchersA couples-only resort uses TV Co-Watching Households without Children to strengthen target reach and ad memory recallA big theme park destination uses TV Co-Watching Households with Children to reach families in moments of togetherness Home Entertainment TV Owners and Brand LoyalistsA premium TV manufacturer uses the overlap of Multi Brand TV Owners and Single Brand TV Loyalist Households to market its newest TV model to its most loyal consumers. Fast Food Screen Size ViewersA fast food chain with a high-impact new brand campaign uses Large Screen TV Viewers to better align the media and creativeThat same fast food chain uses Small-Screen TV Viewers to drive store traffic by increasing exposure of its retail campaign among on-the-go viewers Financial Services Cord Cutters A personal cost management app and a cash-back credit card target Streaming-First Cord Cutter Households to reach young, tech-savvy, cost-conscious consumers Thanks for the interview. Where can readers learn more about DASH? We started work on DASH seven years ago, and it’s been fun to watch it “grow up.” Our partnership with Experian is a big step toward putting DASH to work for advertisers and agencies. To learn more, visit our site at https://theARF.org/DASH or contact us at DASH@theARF.org. Contact us About our experts Samantha Zhang, Senior Data Scientist at ARF Samantha Zhang is a Senior Data Scientist at the Advertising Research Foundation working on the DASH TV Universe Study, with additional research spanning areas including attention measurement, digital privacy, and artificial intelligence. Jim Meyer, General Manager, DASH, at ARF Jim Meyer is general manager and co-founder of the ARF DASH TV Universe Study and managing partner of Golden Square, LLC, which advises media and research technology companies on growth strategy and development. Latest posts
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