Mosaic Scotland The consumer classification solution for consistent cross-channel marketing
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Mosaic Scotland The consumer classification solution for consistent cross-channel marketing
Behind every customer
is an individual. Mosaic
means you can start
treating them that way.
Welcome to Mosaic Scotland
Actionable consumer insight across all marketing channels.
Behind every customer Mosaic is Experian’s most comprehensive
Did you know?
cross-channel consumer classification,
84%
is an individual. Mosaic built for today’s hyper-connected world.
means you can start Using new data and analytical methods,
treating them that you get deeper insights on consumer
lifestyles and behaviour to help you make of people would
way. It gives you the more informed marketing decisions. walk away from
intelligence you need to The benefits to you: a company that
reach the right people •P
ersonalise your customer experience doesn’t listen1
with the right message to improve retention and increase your
share of wallet
at the right time –
•K
now your target audiences and
every time.
engage with them across channels to
strengthen brand awareness and drive
new customer acquisition
•U
nderstand geographic concentrations
of your best customers to optimise your
location footprint.
2 | Mosaic | www.experian.co.uk/mosaic
850m+ 450+
Source records Input variables
for clustering and
interpretation
14 57
Groups Types
What is Mosaic?
The Scottish population continues to change. A seismic shift in the use of
technology fundamentally changes the way consumers engage with brands.
Mosaic gives you a pin-sharp picture of Mosaic is relevant As part of ongoing in depth data
today’s Scottish consumer, reflecting With the latest demographic and analysis, Experian has identified some
the latest consumer and societal trends. behavioural trends, it gives an accurate key demographic changes that influence
Over 850 million pieces of information reflection of the Scottish consumer of consumer behaviour:
across 450 different data points are today, and tomorrow.
•T
he boomerang generation, young
condensed using the latest analytical
Mosaic is yours adults are staying in the parental nest
techniques to identify 14 summary
You can combine your own customer for longer, which has an impact on the
groups and 57 detailed types that are
insight with Mosaic and create spending power within the household
easy to interpret and understand.
customised consumer segments that
•A
significant increase in private
Mosaic is real can be used across your business to
renting driven by lifestyle choice and
It provides you with the context behind really understand your customers and
cost of living, which changes the
the decisions that consumers make; deliver focused customer service.
locations in which individuals are
critical if you want to build strong, long-
The benefits to you: choosing to live
term relationships with the individuals
who are most valuable to your business. •U
se Mosaic to enrich what you already •A
rise in mid-life singles across the
know about your customers and put affluence spectrum placing very
Mosaic is actionable
it into a new context that helps you different demands on brands
You can deliver relevant content to the
make better decisions about how to
right people across the channel mix. •A
new baby boom being driven in
communicate with them
From direct mail and e-mail, to targeted part by professionals in their thirties
online and digital TV advertising, you •H
elp your entire business get to know entering parenthood at a later stage in
can integrate Mosaic into your current who your customers are so you can life than previous generations
marketing tools to maximise the value of put them at the heart of what you do
•A
change in the lifestyles of retired
your customer insight. people, driving an increase in demand
for access to leisure and entertainment
in less traditional retirement locations.
www.experian.co.uk/mosaic | Mosaic | 3
Channels
Mosaic enables consistent targeting across a multitude of on and off-line channels
E-mail Digital Advertising Mobile Direct Mail
Telemarketing TV & Video On Location Planning Out of Home and more
Demand & Design
Mosaic: the common currency
for cross-channel marketing
Nowadays, most organisations engage Mosaic’s consistent classification Did you know?
70%
their target audiences across multiple works as a ‘common currency’ across
channels, with marketing campaigns all channels, underpinning the whole
that often use different targeting of your marketing activity. Backed by
methods for each channel. The risk relevant and up-to-date consumer
is that you can end up talking to the insight, Mosaic enables you to plan
of consumers
same customer in different ways, about and measure campaigns to your target say email is their
different things, in different places. audiences consistently across all the
different channels at your disposal.
preferred choice
By consistently segmenting people
according to their characteristics of communication
and behaviour, you can instead talk channel, when
confidently about the things that matter
to them, using the channel they are being contacted
most likely to respond to. by companies 2
Mosaic is more than a socio-
demographic segmentation and is even
more relevant today than when first
created over 30 years ago. By giving
you a clear picture of who consumers
are, where they are and what they want,
Mosaic offers actionable consumer
insight that is focused on the individual,
rather than the channel.
4 | Mosaic | www.experian.co.uk/mosaic
Did you know?
74%
would respond
positively to
companies that
understand them3
Mail, telephone, mobile and e-mail Mosaic gives you a framework that Did you know?
52%
Identify the consumers that are most unlocks unique consumer insight
responsive to different direct marketing for use across all channels, staying
channels and tailor your offer and consistent regardless of the media you
creative based on Mosaic. are using.
of consumers
Digital and mobile advertising The benefits to you:
Use Mosaic to define your target
would walk away
•L
ook beyond channel-specific
audiences and serve differentiated
differences to target different
from a company
advertising based on relevant
individuals and households – and that tried to sell
insights to optimise the return
on your media spend.
allocate your online and offline media them something
spend to best effect
TV advertising
they had already
•V
iew a single detailed profile of each
Increase brand awareness with your
group to easily create consistent
refused4
core audiences by using Mosaic to
messages – whether you’re in
deliver targeted ads via digital TV and
marketing, sales or CRM
on-demand boxes.
•G
et more from your marketing by
Locations
bringing marketing activity together
Mosaic helps you plan where you
under one classification system.
should have a physical presence and
understand how catchment profiles
have an impact on your in-store
sales performance.
www.experian.co.uk/mosaic | Mosaic | 5
1
How can Mosaic help you?
By providing you with rich and detailed Strengthen brand awareness and new have the right product mix to meet the
consumer insights, Mosaic can customer acquisition demands of your customers and drive
help you to: Mosaic helps you understand who sales growth.
your customers are, and how to reach
Personalise your customer experience Make your job easier
more people like them. The ability to
When used effectively, Mosaic underpins With a deeper understanding of your
consistently target and reach audiences
the key decisions a brand makes customers you can make better decisions
with relevant content across direct and
about how they engage with their on how to engage and treat them
indirect channels ensures the right
customers. From determining the most fairly. Whether you work in marketing,
individuals are receiving your message.
appropriate products or services to offer, operations, customer services or are on
This helps you build your brand presence
through to the most appropriate way to the board, Mosaic is designed to make
and ensure you are acquiring the
communicate with them, Mosaic helps your job easier.
right type of customer to achieve your
to improve retention and increase your
marketing goals.
share of wallet. The insight Mosaic offers
when combined with your own data can Optimise your location footprint Image Key
be used across your organisation – right Widely used by retail and leisure brands, 1
he summary screen gives a high-level overview
T
of each group and type and allows you navigate
up to the boardroom – to get an in depth Mosaic helps determine where there to more in-depth insight.
understanding of who your customers are the highest concentrations of your 2
he new visualisation allows you to sort the
T
are and put them at the heart of your best customers in order to find the right groups based on features that are important to
business decisions. locations for new stores, facilities and you. This shot shows the distribution for average
age compared to average income.
branches. Furthermore, through detailed
Heat maps show where the highest
3
catchment analysis, you will also be able
concentrations of each group and type
to optimise resources and ensure you can be found.
4
he Mosaic visualisation now allows you to
T
compare groups and types for key data points;
this shows the concentration of 18-25 year olds
within the groups.
6 | Mosaic | www.experian.co.uk/mosaic
2
Get marketing support from Mosaic
Experian’s team of consultants and
analysts are dedicated to helping
organisations define and execute their
3
marketing strategy and get the most
from Mosaic.
To maximise the value of Mosaic, and to
ensure you are making the most of every
opportunity available to you, you’ll have
access to:
•T
he easy-to-use and interactive Mosaic
visualisation tool to help you get to
know the segments that are most
relevant to you
•A
nimations for the Groups and Types
to help you articulate to your business 4
stakeholders who your target
segments are Data visualisations give you a clearer view
•T
he latest consumer insight and Despite the depth and detail of its data, Mosaic
marketing thought leadership, is simple and intuitive to use. User-friendly
including Experian white papers, visualisations bring consumer Groups and
infographics, blogs and news Types to life like never before.
www.experian.co.uk/mosaic | Mosaic | 7
2.22m
Households
155k
Postcodes
The benefits of mapping Mosaic
Mapping Mosaic helps you in many You can even understand specific
ways. You can optimise locations for location-based needs of your
new retail outlets by understanding customers — including transport
We now have a
the potential of the local market. You methods and requirement for relevant number of new
can also identify locations where products, such as indoor and outdoor
static posters and billboards will reach furnishings.
stores performing
commuters within your customer base
Mapping Mosaic helps to reveal better well above average,
most effectively. In addition, you can
scope out new locations that offer strong
insight into many Mosaic types. thanks in part to
matches with those locations in which the modelling
your current customers live.
and forecasting
from Experian.
Tony Preedy
Marketing Director, Lakeland
8 | Mosaic | www.experian.co.uk/mosaic
Urban diversity
Mosaic clearly highlights
the patterns of high-flying
professionals (lilac), students
and recent graduates in smaller
rented properties (khaki),
childless blue collar and service
workers living in terraces and
flats (scarlet), and pockets
of less well-off families living
in council-owned properties
(orange). Moving beyond the
postcode to full household
detail will identify even greater
diversity in urban areas.
Suburban diversity
While suburban areas can
appear on the surface to be a
bland monotone area of identikit
housing, Mosaic can peer inside.
It will reveal all the different types
of household that reside there,
with their various life-stages,
marital status, household
compositions and financial
positions, as well as taking into
account the variations between
estates as a whole (cooler colours
– better off vs. hotter colours –
less well off).
Rural diversity
Within rural areas, we are
able to pick out the individual
households that are likely
to be commuting to towns
and cities nearby (blue and
teal) vs. residents with more
of a local focus i.e. in blue
collar, agricultural or mining/
manufacturing occupations,
including those that are likely to
be self-employed (light green).
It is also possible to identify
wealthy households and farmers
living in larger housing (purple/
dark green).
www.experian.co.uk/mosaic | Mosaic | 9
Mosaic Scotland
Classifications
A A01 Premium Fortunes
Influential families with substantial income established in distinctive,
expansive homes in wealthy enclaves
High status households owning elegant homes in accessible inner
A02 Uptown Elite
suburbs where they enjoy city life in comfort
City
Prosperity
Ambitious 20 and 30-somethings renting expensive apartments in
A03 Metro High-Flyers
highly commutable areas of major cities
B B04 Diamond Days
Retired residents in sizeable homes whose finances are secured by
significant assets and generous pensions
High-achieving families living fast-track lives, advancing careers,
B05 Alpha Families
finances and their school-age kids’ development
Prestige
Positions
Bank of Mum Well-off families in upmarket suburban homes where grown-up
B06 and Dad children benefit from continued financial support
Empty-Nest Mature couples in comfortable detached houses who have the means
B07 Adventure to enjoy their empty-nest status
C C08 Wealthy
Landowners
Prosperous owners of country houses including the rural upper
class, successful farmers and second-home owners
Country-loving families pursuing a rural idyll in comfortable
C09 Rural Vogue
village homes while commuting some distance to work
Country
Living
Scattered Older households appreciating rural calm in stand-alone houses
C10 Homesteads within agricultural landscapes
Retirees enjoying pleasant village locations with amenities to
C11 Village Retirement
service their social and practical needs
D D12 Satellite Settlers
Mature households living in expanding developments around
larger villages with good transport links
Rural families in affordable village homes who are reliant on the
D13 Local focus
local economy for jobs
Rural
Reality
Pensioners living in inexpensive housing in out of the way
D14 Outlying Seniors
locations
Mid-income families in remote areas with long travel times to
D15 Far-Flung Outposts
larger towns
Ageing couples and singles living in the most remote rural
D16 Maturing Outposts
communities
10 | Mosaic | www.experian.co.uk/mosaicE E17 Legacy Elders
Time-honoured elders now mostly living alone in comfortable
suburban homes on final salary pensions
Peace-seeking seniors appreciating the calm of bungalow
E18 Bungalow Haven
estates designed for the elderly
Senior
Security
Classic Lifelong couples in standard suburban homes enjoying
E19 Grandparents retirement through grandchildren and gardening
Senior singles whose reduced incomes are satisfactory in their
E20 Solo Retirees
affordable but pleasant owned homes
F Boomerang Long-term couples with mid-range incomes whose adult
F21 Boarders children have returned to the shelter of the family home
Active families with teens and adult children whose prolonged
F22 Family Ties
support is eating up household resources
Suburban
Stability Pre-retirement couples with respectable incomes enjoying
F23 Fledgling Free
greater space and spare cash since children left home
Single mature owners settled in traditional suburban semis
F24 Dependable Me
working in intermediate occupations
Older residents owning small inner suburban properties with
F25 Ageing Access
good access to amenities
G
Cafés and Affluent families with growing children living in upmarket
G26 Catchments housing in city environs
Thriving Well-qualified older singles with incomes from successful
G27 Independence professional careers in good quality housing
Domestic
Success Busy couples in modern detached homes juggling the demands
G28 Modern Parents
of school-age children and careers
Mid-Career Professional families with children in traditional mid-range
G29 Convention suburbs where neighbours are often older
H
Forward-thinking younger families who sought affordable
H30 Primary Ambitions
homes in good suburbs which they may now be out-growing
Settled families with children owning modest, 3-bed semis in
H31 Affordable Fringe
areas where there’s more house for less money
Aspiring
Homemakers Pre-family newcomers who have bought value homes with
H32 First-Rung Futures
space to grow in affordable but pleasant areas
Contemporary Fashion-conscious young singles and partners setting up home
H33 Starts in developments attractive to their peers
Occupants of brand new homes who are often younger singles
H34 New Foundations
or couples with children
Bright young singles on starter salaries choosing to rent homes
H35 Flying Solo
in family suburbs
www.experian.co.uk/mosaic | Mosaic | 11Mosaic Scotland
Classifications
I I36 Solid Economy
Stable families with children renting better quality homes from
social landlords
Families supporting both adult and younger children where
I37 Budget Generations
expenditure can exceed income
Family
Basics
Younger families with children who own a budget home and are
I38 Childcare Squeeze
striving to cover all expenses
Families with many children living in areas of high deprivation
I39 Families with Needs
and who need support
J J40 Make Do
& Move On
Disconnected
Yet to settle younger singles and couples making interim homes
in low cost properties
Young people endeavouring to gain employment footholds while
J41 Youth renting cheap flats and terraces
Transient
Renters
Younger hard-pressed singles in social housing with financial
J42 Streetwise Strain
challenges
K K43 High Rise Residents
Renters of social flats in high rise blocks where levels of need
are significant
K44 Shoestring Singles Maturing singles and homesharers struggling to get by
Municipal
Challenge
Older social renters settled in low value homes in communities
K45 Low Income Workers
where employment is harder to find
L L46 Dependent Greys
Ageing social renters with high levels of need in centrally located
developments of small units
Penny-wise elderly singles renting in developments of compact
L47 Pocket Pensions
social homes
Vintage
Value
Supported elders in specialised accommodation including
L48 Aided Elderly
retirement homes and complexes of small homes
Longstanding elderly renters of social homes who have seen
L49 Estate Veterans
neighbours change to a mix of owners and renters
Seasoned Deep-rooted single elderly owners of low value properties whose
L50 Survivors modest home equity provides some security
12 | Mosaic | www.experian.co.uk/mosaicM M51
Down-to-Earth
Owners
Ageing couples who have owned their inexpensive home for
many years while working in routine jobs
Lower income owners whose adult children are still striving to
M52 Offspring Overspill
gain independence meaning space is limited
Modest
Traditions
Hard-working mature singles who own budget terraces
M53 Self Supporters
manageable within their modest wage
N N54 Career Builders
Motivated singles and couples in their 20s and 30s progressing
in their field of work from commutable properties
Entertainment-seeking youngsters renting city centre flats in
N55 Central Pulse
vibrant locations close to jobs and night life
Rental Hubs
Singles renting affordable private flats away from central
N56 Bus-Route Renters
amenities and often on main roads
Students living in high density accommodation close to
N57 Student Scene
universities and educational centres
www.experian.co.uk/mosaic | Mosaic | 13Behind every customer is an
individual. Mosaic means you
can start treating them that way.
To find out how Mosaic could
help you, contact us:
www.experian.co.uk/mosaic
0844 481 9911
About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insight and
targeting, data quality and cross-channel marketing. We help organisations from
around the world intelligently interact with today’s dynamic, empowered and hyper-
connected customers. By coordinating seamless interactions across all marketing
channels, marketers are able to plan and execute superior brand experiences that
deepen customer loyalty, strengthen brand advocacy and maximise profits.
Why Experian?
Over the last 30 years, Experian has established itself as a leading global provider
of consumer classifications. Our unique combination of consumer insight allied
to our understanding of local markets and economies means we can identify the
best sources of data and methodologies to build truly innovative segmentation.
This latest version of Mosaic UK takes its place amongst a family of consumer
segmentation that is available in 29 countries and classifies over a billion
consumers worldwide.
Sources
1
http://www.experian.co.uk/assets/marketing-services/infographics/scv-infographic-final.pdf
2
http://www.experian.co.uk/marketing-services/knowledge/infographics/infographic-new-mosaic.html
3
http://www.experian.co.uk/assets/business-strategies/images/scv-infographic-final.pdf
4
http://www.experian.co.uk/assets/business-strategies/images/scv-infographic-final.pdfCardinal Place Embankment House 160 Dundee Street
80 Victoria Street Electric Avenue Fountainbridge
London Nottingham Edinburgh
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Intelligent interactions.
Every time.
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