Understanding customers using Experian Mosaic Segmentation

A briefing on the new Experian UK Mosaic customer profiling I recently attended the re-launch of Experian’s UK 2014 Mosaic Segmentation. I thought it would be useful to share a summary which I hope will be useful for marketers, who have been working with it and those who are new to what I have found is a fabulous segmentation tool. If you don t know it, Mosaic is a consumer classification tool that benchmarks the UK population on over 450 data variables. According to Experian, Mosaic is our most comprehensive cross-channel consumer classification, built for today’s hyper-connected world. Using new data and analytical methods, organisations get deeper insights on consumer lifestyles and behaviour to help you make more informed marketing decisions . They go on to explain that they see Mosaic as more than a socio-demographic segmentation and they believe it is even more relevant today than when first created over 30 years ago. By giving marketers a clear picture of who consumers ar


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