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

2. 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

3. 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

4. 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

5. 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

6. Mosaic Family Tree 2009

7. Mosaic 2009 - Design Economic factors Community 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)

8. Mosaic Family Tree 2014

9. Mosaic 2014 - Design Economic factors Community 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)

10. Mosaic 2014 - Classification

11. New Focus – Rural Migration

12. New Focus – Midlife Singles

13. Improved Focus – Making a Connection

14. Improved Focus – Allocation within Areas

15. 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