MarketSegmentationandTargeting ExperiansMOSAIC
Experian is a leading global information services
companyemploying17,000peoplein37countries.
Experian provides data and analytical tools to help
companies manage their credit risk, prevent fraud,
targettheirmarketingoffersandautomatedecision
making. One of Experians major services is to
provide marketers in the UK with a very detailed
market segmentation and classification system.
ExperianhasdevelopedtheMOSAICsystemtodivide
consumer populations into small, clear, lifestyle
segments.
InformationSources
Tobuildtheclassificationsystem,Experiandrawson
850 million pieces of information on 450 data
variables.Thedatacollectedonconsumersincludes
their location, demographics (age, income), health
records, occupation, employment status,
qualifications, mobility, dwelling type, purchases,
mediaconsumptionandlifestyle.Experianisalsoin
the position (as a credit referencing agency) to
gatherinformationonconsumersfinancialposition
shareholdings, investments, levels of debt and
credit worthiness to help distinguish between
differentconsumersegments.
MarketSegments
TheMOSAICsystemallocates49millionindividuals
and 26 million households into one of 15 MOSAIC
Groupsand66moregranularMOSAICTypes.
MOSAICGroups
A CityProsperity
B PrestigePositions
C CountryLiving
D RuralReality
E SeniorSecurity
F SuburbanStability
G DomesticSuccess
H AspiringHomemakers
I FamilyBasics
J TransientRenters
K MunicipalChallenge
L VintageValue
M ModestTraditions
N RentalHubs
MOSAICTypes
At a more granular level, the MOSAIC groups are
broken down into smaller subsegments. As an
example, within Family Basics, the subsegments
are:
Boomerang Borders longterm couples with
midrange incomes whose adult children have
returnedtotheshelterofthefamilyhome;
Family Ties families with teens and adult
children whose prolonged support is eating up
householdresources;
Fledgling Free preretirement couples with
respectableincomesenjoyinggreaterspaceand
sparecashsincechildrenlefthome;
DependableMesinglematureownerssettled
in traditional suburban semis working in
intermediateoccupations.
EachandeveryhomeaddressandpostcodeintheUK
is classified into a specific MOSAIC type and this
provides a detailed insight into the geographical
locationofdifferentsocio,demographicandlifestyle
groups as well as their purchase preferences and
behaviours.
ApplicationsofMOSAIC
By providing businesses with rich and detailed
informationaboutcustomergroupsandwherethey
live,MOSAICcanbusinessesto:
Profile their customers by comparing their
postal address with the market segment
descriptors.
Target desired consumer groups. If a business
knows the characteristics of their preferred
customer groups, MOSAIC can identify where
theyareinthecountryandinwhatnumbers.
Identify the best media (offline and digital)
channelstomeettargetsegmentsandthetypes
ofmessagetheywillbereceptiveto.
Personalise the communications sent to
customers to enhance their experience and
driveretention.
Find optimum locations for new stores by
understandingcatchmentprofiles.

MarketSegmentationandTargeting ExperiansMOSAIC
Allocateonlineandofflinemediaspendtobest
effect.
Direct mail and telemarketing MOSAIC
provides access to 49.7m postal addresses for
prospecting.
FurtherReading
ExperianServices:
http://www.experian.co.uk/marketing
services/products/mosaicuk.html
MOSAIC The Consumer Classification Solution for
ConsistentCrossChannelMarketing,
http://www.experian.co.uk/assets/marketing
services/brochures/mosaic_uk_brochure.pdf