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Mosaic The consumer classification solution that delivers an in-depth understanding of your customer A B C D E F H G I 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. 4 | Mosaic | 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 | Mosaic | 5 1 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. 6 | Mosaic | 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. 2 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. 3 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 4 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 | Mosaic | 7 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 | Mosaic | 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 www.experian.co.nz/mosaic | Mosaic | 11 Mosaic NZ Classifications G Crochet Communities H Bargains, Benefits And Babies I Extended Cultural Living 12 | Mosaic | 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 Experian New Zealand Limited Level 8, DLA Phillips Fox Tower 205 Queen Street Auckland Central Auckland 1010 New Zealand T (64) 9 927 4611 E [email protected] W Experian.co.nz/marketing-services © Experian 2015.