Mosaic® customer segmentation solution

Experian’s Mosaic USA is an easy-to-use, household-based consumer lifestyle segmentation system. With complete coverage across the U.S. population, its portal empowers marketers like you to gain insight into your ideal audience and personalize communications with precision. 

By analyzing a wide range of factors—like lifestyle, interests, geographic regions, and financial situations—Mosaic groups households into distinct groups and types. This allows marketers to gain a clear, holistic picture of who their customers are, enabling them to make data-driven decisions on business and marketing strategies.

Whether you're trying to reach a specific audience or refine your marketing strategy, Mosaic gives you the insights you need to connect with the right people at the right time.

Mosaic data segments U.S. households and neighborhoods into 19 overarching groups and 71 underlying types helping to provide a consistent view and insights into a consumer’s preferences and habits. Mosaic customer segmentation is driven by 300 Experian Marketing Data attributes, organized by life-stage and affluence aspects, and further characterized by common lifestyle attributes for a 360-degree view of consumers. 

Mosaic empowers you to make smarter marketing decisions by providing deep insights into your audience. With Mosaic, you gain valuable insights about your customers, including: 

• Who your audience is
• What their interests are 
• Where they live 
• Their financial status 
• Their digital lifestyle 
• Their preferred communication channels 
• How they view the world 
• Their health and fitness habits 
• And more! 

The Experian Mosaic segmentation portal is your gateway to detailed consumer insights. Here’s what you can do:

• Compare and analyze audiences: Quickly compare 90 distinct audience profiles to see key traits like occupation, hobbies, preferred media, and more, helping you create targeted campaigns.
• Align products with consumer needs: Match your products to consumer behaviors and lifestyles for more effective marketing.
• Harness data and insights: Use predictive insights, property details, and summarized credit and automotive data to enhance your strategy.
• Conduct demographic and behavioral analyses: Analyze groups based on key factors like age, gender, income, and family situation.
• Implement geographic profiling and heat mapping: Use detailed geographic heat maps for each group and type to understand location and market profiles. 

Mosaic Verticals offers specialized data for industries like retail, health, insurance, finance, travel, telecom, and automotive. Each vertical portal provides the same 800 lifestyle and interest attributes to describe each of the 71 Mosaic segments, plus an additional 300–500 industry-specific attributes to make the insights even more valuable.

With Mosaic Verticals, you can:

• Identify the most responsive segments: Find out which customer segments are most likely to engage with your brand.
• Understand what drives conversions: Learn what motivates your audience to make purchasing decisions.
• Acquire the right customers: Reach the right audience with the right message at the right time.
• Prioritize high-value segments: Focus your budget on the segments that bring the most value to your business.
• Target specific high-Iidex groups: Zero in on specific groups that align with your industry goals.

Mosaic Verticals helps marketers better understand purchase and shopping behavior beyond their first-party data by providing actions and attitudes that businesses care most about.

These details can yield meaningful audience insights  needed to anticipate the behavior of your most profitable customers and engage them on their preferred channels with carefully targeted messaging. 

Swiss Sense wanted to expand its presence across all of its markets. To achieve this, they analyzed customer data in the Netherlands to identify their ideal customer profiles and replicate their success in other regions.

Their objectives included: 

• Develop regional strategies
• Integrate data-driven insights into their local and international marketing strategy 

Swiss Sense saw that Experian could provide a data-driven view of customers in other countries using both Global and local Mosaic profiles. They chose Experian as their partner to ensure a persona-based segmentation across multiple countries. 
 
This partnership allowed Swiss Sense to:

• Gain consistent customer insights across all operational markets.
• Equip marketing and operational teams with precise data for targeting and personalization.
• Drive adoption of the segmentation strategy by giving end users access to a bespoke dashboard with the data. 

By partnering with Experian, Swiss Sense seamlessly implemented a solution tailored to its unique needs. Swiss Sense gained an overview of its customer base while using the more granular Mosaic data in each country to gain the optimal understanding of each region’s customers.

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.