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Mosaic
The consumer classification solution
that delivers an in-depth understanding
of your customer
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Behind every customer
is an individual. Mosaic
means you can start
treating them that way.
Welcome to Mosaic
Actionable consumer insight across all marketing channels.
Behind every customer
is an individual. Mosaic
means you can start
treating them that
way. It gives you the
intelligence you need to
reach the right people
with the right message
at the right time –
every time.
Mosaic is Experian’s most comprehensive
cross-channel consumer classification,
built for today’s hyper-connected world.
Using new data and analytical methods,
you get deeper insights on consumer
lifestyles and behaviour to help you make
more informed marketing decisions.
The benefits to you:
•Personalise your customer experience
to improve retention and increase your
share of wallet
•Know your target audiences and
engage with them across channels to
strengthen brand awareness and drive
new customer acquisition
•Understand geographic concentrations
of your best customers to optimise your
location footprint.
2 | Mosaic | www.experian.co.nz/mosaic
Did you know?
61%
of people believe
most advertising
is not relevant to
their needs
1,500
500
Source records
9
Groups
Input variables
for clustering and
interpretation
34
Types
What is Mosaic?
The NZ 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 today’s NZ consumer, reflecting the
latest consumer and societal trends.
Over 1500 million pieces of information
across 500 different data points are
condensed using the latest analytical
techniques to identify nine Groups and
34 Types that are easy to interpret and
understand.
Mosaic is customer centric
It provides you with the context behind
the decisions that consumers make;
critical if you want to build strong, longterm relationships with the individuals
who are most valuable to your business.
Mosaic is actionable
You can deliver relevant content to the
right people across the channel mix. You
can integrate Mosaic into your current
marketing tools to maximise the value
of your customer insight, whether it is
online or offline.
Mosaic is yours
You can combine your own customer
insight with Mosaic and create
customised consumer segments that
can be used across your business to
really understand your customers and
deliver focused customer service.
Mosaic is relevant
With the latest demographic and
behavioural trends, it gives an accurate
reflection of the NZ consumer of today,
and tomorrow.
The benefits to you:
•Use Mosaic to enrich and align with
your customer data to broaden your
knowledge on their lifestyle and
behaviours to help you make better
decisions about how to communicate
with them
•Help your entire business get to know
who your customers are so you can
put them at the heart of what you do
www.experian.co.nz/mosaic | Mosaic | 3
Channels
Mosaic enables consistent targeting across a multitude of on and off-line channels
E-mail
Digital Advertising
Mobile
Direct Mail
Webpage Content
Telemarketing
Point-of-Sale
Location Planning
& Design
Outdoor
Advertising
and more
Mosaic: the common currency
for cross-channel marketing
Nowadays, most organisations engage
their target audiences across multiple
channels, with marketing campaigns
that often use different targeting
methods for each channel. The risk
is that you can end up talking to the
same customer in different ways, about
different things, in different places.
By consistently segmenting people
according to their characteristics
and behaviour, you can instead talk
confidently about the things that matter
to them, using the channel they are
most likely to respond to.
Mosaic’s consistent classification
works as a ‘common currency’ across
all channels, underpinning the whole
of your marketing activity. Backed by
relevant and up-to-date consumer
insight, Mosaic enables you to plan
and measure campaigns consistently
across all the different channels at your
disposal.
Mosaic is more than a sociodemographic 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.
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Mosaic
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www.experian.co.nz/mosaic
Did you know?
70%
of consumers
say email is their
preferred choice
of communication
channel, when
being contacted
by companies 2
Did you know?
74%
would respond
positively to
companies that
understand them3
Mail, telephone, mobile and e-mail
Identify the consumers that are most
responsive to different direct marketing
channels and tailor your offer and
creative based on Mosaic.
Digital and mobile advertising
Use Mosaic to define your target
audiences and serve differentiated
advertising based on relevant
insights to optimise the return
on your media spend.
Locations
Mosaic helps you plan where you
should have a physical presence and
understand how catchment profiles
have an impact on your in-store
sales performance.
Did you know?
The benefits to you:
•Look beyond channel-specific
differences to target different
individuals and households – and
allocate your online and offline media
spend to best effect
•View a single detailed profile of each
Group to easily create consistent
messages – whether you’re in
marketing, sales or CRM
•Get more from your marketing by
bringing marketing activity together
under one classification system.
52%
of consumers
would walk away
from a company
that tried to sell
them something
they had already
refused4
Mosaic gives you a framework that
unlocks unique consumer insight
for use across all channels, staying
consistent regardless of the media you
are using.
www.experian.co.nz/mosaic
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How can Mosaic help you?
By providing you with rich and detailed
consumer insights, Mosaic can
help you to:
Personalise your customer experience
When used effectively, Mosaic
underpins the key decisions a brand
makes about how it engages with its
customers. From determining the most
appropriate products or services to offer,
through to the most appropriate way to
communicate with them, Mosaic helps
to improve retention and increase your
share of wallet. The insight Mosaic offers
when combined with your own data can
be used across your organisation – right
up to the boardroom – to get an in depth
understanding of who your customers
are and put them at the heart of your
business decisions.
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Mosaic
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Strengthen brand awareness and new
customer acquisition
Mosaic helps you understand who
your customers are, and how to reach
more people like them. The ability to
consistently target and reach audiences
with relevant content across direct and
indirect channels ensures the right
individuals are receiving your message.
This helps you build your brand presence
and ensure you are acquiring the
right type of customer to achieve your
marketing goals.
Optimise your location footprint
Widely used by retail and leisure brands,
Mosaic helps determine where there
are the highest concentrations of your
best customers in order to find the right
locations for new stores, facilities and
www.experian.co.nz/mosaic
branches. Furthermore, through detailed
catchment analysis, you will also be able
to optimise resources and ensure you
have the right product mix to meet the
demands of your customers and drive
sales growth.
Make your job easier
With a deeper understanding of your
customers you can create truly actionable
engagement plans. Whether you work in
marketing, operations, customer services
or are on the board, Mosaic is designed to
make your job easier.
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Get marketing support from Mosaic
Experian’s team of consultants and analysts
are dedicated to helping organisations define
and execute their marketing strategy and get
the most from Mosaic.
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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:
•The easy-to-use and interactive Mosaic
visualisation tool to help you get to know the
segments that are most relevant to you
•Animations for the Groups to help you
articulate to your business stakeholders who
your target segments are
• A wealth of support documentation to be able
to fully utilise Mosaic, and also present it to
internal stakeholders and external suppliers
such as your agency
•The latest consumer insight and marketing
thought leadership, including Experian white
papers, infographics, blogs and news
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Data visualisations give you a clearer view
Despite the depth and detail of its data, Mosaic
is simple and intuitive to use. User-friendly
visualisations bring consumer Groups and
Types to life like never before.
www.experian.co.nz/mosaic
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1.66m
Households
1,074
Postcodes
The benefits of mapping Mosaic
Mapping Mosaic helps you in many ways. You
can optimise locations for new retail outlets by
understanding the potential of the local market.
You can also identify locations where static
posters and billboards will reach commuters
within your customer base most effectively. In
addition, you can scope out new locations that
offer strong matches with those locations in
which your current customers live.
You can even understand specific location-based
needs of your customers – including transport
methods and requirement for relevant products,
such as indoor and outdoor furnishings.
Mapping Mosaic helps to reveal better insight
into many Mosaic types.
8 | Mosaic | www.experian.co.nz/mosaic
As a result of our partnership
with Experian, we have been
able to determine the best
locations for new clubs that
will deliver us the optimum
location and suitable
members for the type of gym
we plan to put in that area.
Guy Needham
Marketing Director, Les Mills
Catchment Analysis
Mosaic provides detailed
location analysis that enables
you to refine where your
target audience is located
and how far they travel to a
certain location. Catchment
analysis can help you discover
new market opportunities as
well as assisting in complex
location planning.
Heatmaps
Heatmaps are an easy way
to view concentrations of your
target audience, penetration
of your product, or even where
competitors are located.
They can be used to highlight
differences within markets,
based on variables like location
as well as identify new locations
that offer similar characteristics
as your exiting locations.
Market Potential
Mosaic market potential maps
help you identify new and
emerging markets. These maps
give you a visual of where your
main markets are as well as
and your potential markets.
They provide an excellent tool
for developing strategies based
on real data which is easily
shared within your business
and in a format that is instantly
understandable no matter
what department or level your
stakeholders work in.
www.experian.co.nz/mosaic | Mosaic | 9
Mosaic NZ
Classifications
A
A01
Power Professionals
Highly prosperous households comprising of finance savvy
professionals and business owners, living in grand houses in
desirable areas
Corporate
Ladder Kings
A02
Wine And Waves
Older, well-educated families on the verge of retirement enjoying the
rewards of successful careers, using the internet to keep updated
A03
Double Dollar Suits
Well-educated double income professional couples with young
families, using technology to juggle their busy lifestyles.
A04
Gold Plated Ride-Ons
Wealthy families with large modern properties on the rural outskirts,
enjoying the outdoors and have practical technology needs
B05
Tea And Biscuits
Financially secure, older couples who have paid off their homes
close to the city, now enjoying more time for their hobbies
B06
Outdoor Wanderers
Established couples or families living in larger rural properties who
embrace the outdoor life and enjoy traditional country pursuits
B07
Backwater Bowls
Traditional New Zealander wealthy retired couples, enjoying a
comfortable settled life in regional towns, leading healthy lifestyles
C
C08
High Speed
Harvesters
Older hard working families with farming backgrounds in rural
locations, transferring the running of the farm to the next generation
Tractors
And Trees
C09
Farming The
Wilderness
Practically minded rural farming families with modest lifestyles,
financial burdens, and a passion for fast cars and motorbikes
C10
Rustic Retirees
Semi-retired older couples living in outer regional and rural
locations, with simple tastes, enjoying the local community spirit
B
Reaping
The Rewards
10
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Mosaic
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www.experian.co.nz/mosaic
D
Smartphone
Savvies
E
Watching
The Pennies
F
Generation
Next
D11
Working The Network
Financially established and techno savvy, highly educated singles
who own their urban apartments and enjoy a fast paced lifestyle
D12
Hash Tag Look At Me
Fashion focused, social and technologically astute younger
families, renting modern properties in the major cities
D13
Sharing Spaces
Middle-aged home sharers, living in the suburbs who enjoy social
networking and trying to find a balance between work and play
D14
Touchscreens
And Takeaways
Extended families in modern suburban houses, with low
disposable income who like to stand out and are influenced
by their social sphere
D15
Halftime Hopes
Financially comfortable families who require technology to be
practical, living in city apartments and optimistic about the future
E16
Carefree Suburbia
Older families keeping an eye on their finances but enjoying an easy
going life using traditional media to stay informed and up to date
E17
Creatures Of Habit
Elderly couples enjoying a stress free life while residing in
segregated neighbourhoods, and listening to the radio to stay
in touch
E18
Mortgages And
Microwaves
Hands-on people who enjoy fixing and tinkering with cars and
an active outdoor lifestyle who are balancing large financial
commitments
E19
Newspapers And
Knitting
Senior, mainly divorced singles, retired and financially comfortable
with traditional values, preferring bricks and mortar to online
F20
Turbo Treadmills
Driven, degree-educated individuals in early stages of their careers,
living in shared spaces and using their mobile to stay connected
F21
Win The Better Life
Younger singles living in shared rental apartments where job
security is important and are searching for something better in life
F22
Just Add Water
Young students in full time study who are connected 24/7, living in
campus accommodation, spending their free time with friends
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Mosaic NZ
Classifications
G
Crochet
Communities
H
Bargains,
Benefits
And Babies
I
Extended
Cultural
Living
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G23 Messaging Motorheads
Mix of older and young singles renting in the suburbs, heavy
texters and social networkers wanting to be taken seriously
G24 Community Greys
Retired, mainly single, elderly, living off their investments in
retirement villages and taking each day as it comes
G25 Talkback And Telly
Price sensitive seniors, renting government housing in rural
locations, living a low-key lifestyle to keep on top of their finances
H26 Fishing For A Bargain
Mature, dual income, family centric households in mortgaged
moderate sized homes, on a tight budget and enjoy hunting for
bargains
H27 Hiring The Lifestyle
Shopping fanatic young families in small homes, with average
incomes, who love loyalty cards and coupons, and pay attention
to adverts
H28 Remote Controlling
Busy mixed families on low incomes in rented government
housing, where kids come first and who impulse purchase for the
latest gadgets
H29 Stately Renters
Older single parents of Maori descent, living in state housing,
who feel quite isolated and have financial challenges
H30 Kids And Cars
Single parents with young kids, living in some of the poorer areas
with strong focus on their kids and a preference for online shopping
I31
Window Shopping
Strugglers
Large multi-family Pacific Islander households, struggling on low
incomes, who look out for ads about special offers to get a good
deal
I32
Square Eyes And
Empty Pockets
Singles on low incomes or benefits, living in Government housing,
who feel isolated so like to watch tv and are influenced by adverts
I33
Extending The Benefits
Large multi-family Maori households on low income or benefits,
who listen to radio and watch tv but are influenced to buy by friends
I34
Play Dough And Pizza
Mixed family Maori households with a strong focus on their young
children, so are heavy viewers of kids tv and kids apps on mobiles
www.experian.co.nz/mosaic
Behind 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.nz/mosaic
+64 9 927 4611
[email protected]
Working with Experian Marketing Services
Experian Marketing Services has a team of dedicated and highly trained analysts
who are passionate about helping our clients effectively leverage data and
consumer insight to achieve breakthrough performance. Available to carry out
bespoke project work our consultants can work with you in combining Experian’s
data sources and that of our clients to develop unique solutions to business
problems. Some of our areas of expertise are:
• Targeting
• Location planning and selection
• Predictive modelling
• Catchment analysis
• Market share analysis
• Drive time analysis
• Map creation for strategic planning
• Customer, prospect, and market profiling
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 hyperconnected 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 NZ 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.nz/consumer-segmentation/mosiac-segments.html
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.pdf
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