Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian

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Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian
Mosaic USA           ®
Your customer segmentation solution
for consistent cross-channel marketing
Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian
We broke down the U.S consumer landscape into digestible segments packed with insights
Experian’s Mosaic® USA is a household-based consumer      Mosaic USA offers a common customer language to
lifestyle segmentation system that classifies all U.S.    define, measure, describe and engage target audiences
households and neighborhoods into 71 unique types and     through accurate segment definitions that enable
19 overarching groups, providing a 360-degree view of     more strategic and sophisticated conversations with
consumers’ choices, preferences and habits.               consumers. Using Mosaic USA lifestyle segmentation,
                                                          marketers can anticipate the behavior, attitudes and
Our groundbreaking classification system paints a rich
                                                          preferences of their best customers and reach them in
picture of U.S. consumers and their socio-demographics,
                                                          the most effective traditional and digital channels with
lifestyles, behaviors, and culture. Through Mosaic,
                                                          the best messages and digital channels with the right
we provide marketers with the most accurate and
                                                          messages at the right times.
comprehensive view of their customers, prospects,
and markets.

Mosaic paves the way to successful marketing:
•• Accurate targeting
•• Traditional and digital channel selection
•• Strategic audience decisioning
•• Consistent consumer experience

                                                             Are your cluster descriptions more than a couple years old?
                                                                       They may be obsolete, especially if the focus is on
                                                                               Millenials and their technology behaviors.

2 | Experian Marketing Services
Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian
Use Mosaic to prioritize your dollars and                Use the Mosaic portal to understand and
effort on your most valuable segments                    compare your key segments in real time
                                                         Access to the Mosaic portal allows you to analyze
Leading marketers around the world use Mosaic
                                                         and compare the combined 90 different profile-based
insights to identify the best traditional and digital
                                                         audiences; 19 Mosaic Groups and 71 Mosaic Types.
channels for reaching specific consumer segments
and maximizing the return on investment (ROI) on their   A few clicks through the Mosaic portal, you’ll be able to
cross-channel campaigns.                                 to discover the unique occupations, sources of
                                                         entertainment, preferred means of advertising, enjoyed
Mosaic provides a framework to help you identify the
                                                         activities and other unique characteristics that make up
optimal customer investment strategy for each unique
                                                         each Mosaic group and type. These insights can serve a
customer group . This framework helps you optimize
                                                         multitude of marketing purposes. You’ll be able to
your marketing between differentiating segments. For
                                                         familiarize yourself with each segment to enable
some segments the investment may be directed toward
                                                         campaign messaging that truly resonates with each
developing customer retention relationships. Others
                                                         truly unique group or type of consumer. This will ensure
may be made to introduce new products and services
                                                         your brand stays relevant in a marketplace where more
that address unmet customer needs.
                                                         and more brands are starving for consumers’
Because we know that expected ROI will determine your    fragmented attentions.
customer strategy - Mosaic can help you determine not
only how much to invest in a customer segment, but
also how to actually spend it.

Use Mosaic to:
•• Make smart customer investment decisions
•• B
    uild loyal, long-term relationships with your              Mosaic helps us compare our ideal
   most valuable customers
                                                                customer against our current core
•• Deliver significant return on marketing spend
                                                                customer and build a profile for
•• M
    aintain consistent consumer experiences across
                                                                prospecting.
   touch-points

                                                                                               Mosaic® USA |         3
Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian
Confidently fuel your marketing programs                        Unify channels, platforms and processes with
with more accurate segmentation                                 a common customer language
Mosaic enables superior campaign results through                Mosaic’s framework classifies and describes target
improved accuracy. Through our best-in-class                    consumers with a clear, consistent and unified customer
consumer database ConsumerViewSM, we’ve applied                 value proposition. This common framework enables:
more than 300 data factors to classify the makeup of
                                                                •• Improved audience experiences across the landscape
Americans and correctly assigning individual
                                                                    of customer touch-points
households to specific groups.
                                                                •• Intelligent campaign development across traditional
Mosaic provides more and better information about what              and digital marketing channels
drives your consumers’ lifestyles and priorities. Through
                                                                •• Improved operational efficiencies
Mosaic, we’re able to identify 98 percent of American
households to ensure accuracy over time and provide an
ideal balance of breadth and granularity.

The key characteristics, behaviors and interests of
consumers within each segment help you paint a detailed
portrait of your target consumers’ preferences, habits
and attitudes.

Breadth of data assets:
• ConsumerViewSM national consumer database of 126 million households
• Predictive insights, property characteristics and summarized credit and automotive data
• The Mosaic USA® segmentation portal, which brings life to hundreds of behavioral and attitudinal data details

4 | Experian Marketing Services
Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian
We build Mosaic segments with broader
and deeper data, so its analysis of customer
lifestyles, attitudes and behaviors is more
accurate and actionable.

 ACTIVE LIFESTYLE      POLITICALLY LIBERAL     URBAN DWELLER

                                                               Mosaic® USA |   5
Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian
Mosaic USA group and type structure
                                   A01   American Royalty             1.50%
                                   A02   Platinum Prosperity          0.84%

 A
        Power Elite                A03   Kids and Cabernet            0.57%
        5.34%                      A04   Picture Perfect Families     0.71%
                                   A05   Couples with Clout           0.83%
                                   A06   Jet Set Urbanites            0.78%
                                   B07   Generational Soup            1.27%

 B      Flourishing Families       B08   Babies and Bliss             1.02%
        4.52%                      B09   Family Fun-tastic            0.88%
                                   B10   Cosmopolitan Achievers       1.17%
                                   C11   Aging of Aquarius            2.46%

 C
        Booming with Confidence    C12   Golf Carts and Gourmets      0.57%
        6.61%                      C13   Silver Sophisticates         2.44%
                                   C14   Boomers and Boomerangs       1.32%
                                   D15   Sports Utility Families      1.24%

 D
        Suburban Style             D16   Settled in Suburbia          1.17%
        4.85%                      D17   Cul de Sac Diversity         0.68%
                                   D18   Suburban Attainment          1.61%
                                   E19   Full Pockets, Empty Nests    1.46%

 E
        Thriving Boomers
                                   E20   No Place Like Home           2.17%
        6.11%
                                   E21   Unspoiled Splendor           2.46%

 F
        Promising Families         F22   Fast Track Couples           2.79%
        3.36%                      F23   Families Matter Most         0.93%

 G
        Young, City Solos          G24   Status Seeking Singles       1.59%
        3.18%                      G25   Urban Edge                   1.63%
                                   H26   Progressive Potpourri        1.66%

 H
        Middle-class Melting Pot   H27   Birkenstocks and Beemers     1.08%
        3.97%                      H28   Everyday Moderates           0.67%
                                   H29   Destination Recreation       0.53%
                                   I30   Stockcars and State Parks    1.59%

 I
        Family Union               I31   Blue Collar Comfort          1.07%
        5.16%                      I32   Steadfast Conventionalists   1.42%
                                   I33   Balance and Harmony          1.14%
                                   J34   Aging in Place               3.11%

 J
        Autumn Years
                                   J35   Rural Escape                 1.81%
        6.25%
                                   J36   Settled and Sensible         1.99%

6 | Experian Marketing Services
K37   Wired for Success                    1.05%

K
    Significant Singles     K38   Gotham Blend                         1.30%
    4.84%                   K39   Metro Fusion                         0.48%
                            K40   Bohemian Groove                      2.11%
                            L41   Booming and Consuming                1.00%

L
    Blue Sky Boomers
                            L42   Rooted Flower Power                  2.63%
    6.58%
                            L43   Homemade Happiness                   2.49%

M
    Families in Motion      M44   Red, White and Bluegrass             1.47%
    2.97%                   M45   Diapers and Debit Cards              1.25%
                            N46   True Grit Americans                  1.54%

N
    Pastoral Pride          N47   Countrified Pragmatics               1.26%
    4.98%                   N48   Rural Southern Bliss                 1.45%
                            N49   Touch of Tradition                   0.68%
                            O50   Full Steam Ahead                     0.70%
                            O51   Digital Dependents                   4.18%

O
    Singles and Starters    O52   Urban Ambition                       1.31%
    10.96%                  O53   Colleges and Cafes                   0.88%
                            O54   Striving Single Scene                2.71%
                            O55   Family Troopers                      1.62%
                            P56   Mid-scale Medley                     0.98%
                            P57   Modest Metro Means                   0.70%

P
    Cultural Connections    P58   Heritage Heights                     0.53%
    5.22%                   P59   Expanding Horizons                   1.28%
                            P60   Striving Forward                     0.98%
                            P61   Humble Beginnings                    0.57%
                            Q62   Reaping Rewards                      1.64%

Q
    Golden Year Guardians   Q63   Footloose and Family Free            0.47%
    8.02%                   Q64   Town Elders                          4.18%
                            Q65   Senior Discounts                     1.79%

R
    Aspirational Fusion     R66   Dare to Dream                        1.61%
    2.95%                   R67   Hope for Tomorrow                    0.97%
                            S68   Small Town Shallow Pockets           1.46%

S
    Economic Challenges     S69   Urban Survivors                      1.60%
    4.13%                   S70   Tight Money                          0.21%
                            S71   Tough Times                          0.74%

                                                               Mosaic® USA |   7
Tailored Segmentation                                      Mosaic Global
Tailored Segmentation uses a sophisticated data-driven     Mosaic USA is part of a global segmentation network
clustering system that leverages the 71 Mosaic USA types   that classifies more than 2 billion people worldwide.
that match to 1st party data like yours. Tailored          Organizations leverage the Mosaic Global network of
Segmentation allows you to regroup Mosaic types based      more than 28 countries to unify consumer definitions
upon the attributes you weigh as more impactful to your    around a common customer language.
business.
                                                           Experian enables marketers to tap into Mosaic Global’s
Have you designed your own segments in-house? You can      10 distinct groups, which share common characteristics,
now apply Tailored Segmentation to those segments for      motivations and consumer preferences. Using highly
deeper insights through a tailored analysis.               localized statistics and the simple proposition that the
                                                           world’s cities share common patterns of residential
Are your still looking for a way to segment your market    segregation, the 10 Mosaic Global Groups are consistent
even though you understand your typical best customer?     across countries.
Tailored Segmentation can weigh these attributes and
develop a custom clustering and analysis of your market.

Mosaic Global network:
•• Australia                 •• Italy
•• Belgium                   •• Japan
•• Brazil                    •• Netherlands
•• Canada                    •• New Zealand
•• China                     •• Norway
•• Colombia                  •• Portugal
•• Czech Republic            •• Romania
•• Denmark Finland           •• Singapore
•• France                    •• South Africa
•• Germany                   •• Spain
•• Greece                    •• Sweden
•• Hong Kong                 •• United Kingdom
•• Ireland                   •• United States

8 | Experian Marketing Services
To confidently reach the new generation of
American households, you have to know
who they are, what they do and anticipate
their needs and preferences.

targeting@experian.com   experian.com/mosaic   (877) 902-4849

                                                                Mosaic® USA |   9
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                                    01/18
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