Mosaic 2014 – what’s the big deal?Bruce Walton

Why use customer segmentation?

• Profiling allows effective communication across similar groups of people in engaging and relevant ways• Easier to engage with people about issues which really interest them• Doing the opposite could drive them away

• Segmenting on characteristics and behaviour identifies:• What matters to different groups of people the most• Which channels are most relevant to them

• People demand communication which is relevant and spam-free

What is Mosaic?

• “Comprehensive cross-channel segmentation” built for “understanding of today’s hyper-connected world”• Only UK classification designed specifically for the

public sector, focusing on the needs of citizens• Detailed understanding of demographics, lifestyles

and behaviours• Joined-up approach to targeting with insight and

consistency

How should we use Mosaic?

• Experian say: “Know, Get and Keep”• Know: enhance insight with detailed analytics• Get: target communities with appropriate channels• Keep: optimise ongoing interactions

• RSA say: “MAST integrates Mosaic into road safety intelligence”• Apportion road users to custom segments defined by crash

involvement• Each road user classified by one of 1.73m postcodes in Mosaic

directory• Gain deeper understanding of road users for targeted interventions• Deliver to practitioners via flexible technology

How is Mosaic produced?

• Detailed analysis of latest societal trends• Based on the most appropriate data sources (over 850m

records)• ONS data• Hospital Episodes Statistics• Index of Multiple Deprivation• Education Statistics• Opinion surveys (e.g. British Crime Survey)

• Sophisticated cluster analysis using a ‘bottom up’ approach• Validated and interpreted by market research and other

data

Mosaic Family Tree 2009

Mosaic 2009 - Design

• Economic factors• Tax Contributor or Benefit Recipient• Level of Consumption

• Community factors• Mainly based on individual tendencies

• Social or Solitary• Local Engagement

• Shared behaviours• Service Dependence

• 15 broad Groups, divided into 69 specific Types (3 to 7 per Group)

Mosaic Family Tree 2014

Mosaic 2014 - Design

• Economic factors• Much the same as Mosaic 2009

• Supported or Independent• Degree of affluence

• Community factors• More emphasis on environment

• Homeowners or Renters• Rural or Urban

• Shared behaviours• Traditional or Cosmopolitan• Less emphasis on service dependence

• 15 Groups, divided into 66 Types (3 to 6 per Group)

Mosaic 2014 - Classification

New Focus – Rural Migration

New Focus – Midlife Singles

Improved Focus – Making a Connection

Improved Focus – Allocation within Areas

What’s so great about Mosaic 2014?

• Real• Provides context behind the decisions people make,

which is critical for successful engagement

• Actionable• Promotes strategic insight to maximise value• Delivers relevant content to the right people across the

channel mix

• Relevant• Latest demographic and behavioural trends to give an

accurate reflection of the UK today and tomorrow