Mosaic® customer segmentation solution

Modern consumers want brands to understand their needs and preferences, which is why marketers must target the right audiences with relevant messaging. However, a personalized consumer experience is impossible without data. Your marketing strategy requires demographic, behavioral, lifestyle, and attitudinal information to target and communicate with people on a deeper level. That’s where Mosaic USA comes in.

Experian’s Mosaic® USA is an easy-to-use, household-based consumer lifestyle segmentation system. Its portal of 126 million households and 800 lifestyle and interest attributes empowers marketers like you to target your ideal audience and personalize communications with precision.

As one of our audience solutions under Consumer View, Mosaic data segments US households and neighborhoods into 19 overarching groups and 71 underlying types. But what is the Experian Mosaic segment platform meant to reveal? Mosaic customer segmentation is driven by 300 Consumer View attributes, organized by life-stage and affluence aspects, and further characterized by common lifestyle attributes for a 360-degree view of consumers.

So, what is Experian Mosaic® data helpful for? Put simply, it lays the groundwork for you to market more effectively through strategic audience targeting and decision-making. With Mosaic as a profiling tool, you can bring your data to life and get information about:

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

Accessing detailed consumer insights begins in the Experian Mosaic® Segmentation Portal. This platform allows you to:

• Compare and contrast groups and types: Analyze and compare 90 distinct profile-based audiences. A few clicks into the portal reveals unique consumer attributes like occupations, entertainment sources, preferred advertising channels, and enjoyed activities specific to the audience you want to reach for precise and tailored campaigns.
• Align products with consumer needs: Mosaic customer segmentation also empowers marketers to match products that complement consumers’ behaviors, needs, and lifestyles.
• Harness data and insights: Utilize predictive insights, property characteristics, and summarized credit and automotive data.
• Conduct demographic and behavioral analyses: Analyze groups and types by key demographics and attributes such as age, gender, income, and presence of children.
• Implement geographic profiling and heat mapping: Use detailed geographic heat maps for each group and type to understand location and market profiles.

Experian also offers Mosaic® Verticals, giving marketers more relevant data for retail, health, insurance and finance, travel, telco, and automotive industries. Each vertical-specific portal includes the same 800 rich lifestyle and interest attributes to describe each of the 71 Experian Mosaic segments and includes an additional 300 to 500 vertical-specific attributes to make Mosaic even more valuable. 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. Mosaic allows marketers to resonate with specific industry audiences with the ability to: 

• Learn which customer segments are most responsive
• Understand audience desires and what entices them to convert
• Acquire customers by reaching the right ones with the right message at the right time
• Identify and prioritize budget on the most valuable segments
• Target specific high-indexing groups and types

Swiss Sense wanted to pinpoint their ideal customer profiles to scale more effectively in other markets. After learning of Experian's Mosaic segmentation solution, they came to us for help. 

Swiss Sense and Experian worked together using Mosaic to paint a clear, data-driven picture of their ideal consumer segments and draw on global and in-country Mosaic profiles to ensure a factual, consistent view of their customers domestically and abroad.

Experian Mosaic helped Swiss Sense identify key customer segments in each region, launch targeted offline campaigns to boost brand awareness, and use data for personalized product recommendations to expand their business in new markets.