2008 Q2 Understanding MOSAIC
In today’s complex marketing world, where every choice is expensive, a powerful geodemographic segmentation system can be a business executive’s best friend. It is a versatile tool that allows you to define your target customers with accuracy, understand what makes them “tick,” and pinpoint their location on a map. You can then apply carefully selected marketing strategies that will hit the mark with accuracy and accountability.
Geodemographic segmentation, also known as clustering, is based on the premise that people tend to gravitate towards others who are like them, settling into communities and neighborhoods of relative homogeneity. Factors that go into clustering include age, income, education, ethnicity, occupation, housing type, and family status.
US MOSAIC was developed by Experian, a global information solutions company based in the United Kingdom, with over 20 years experience in international segmentation. In developing US MOSAIC, Experian collaborated with some of the most experienced demographers in North America. Within the U.S. market, SPG has access to US MOSAIC through subscription databases provided by SRC’s Demographics Now.
US MOSAIC identifies 62 distinct neighborhood lifestyle clusters. With its versatility, MOSAIC’s segmentation system can be used by virtually any consumer-based industry.
MOSAIC helps businesses to both accurately describe their customers and locate them on a map and allows businesses to answer the four critical questions necessary to develop effective marketing strategies:
- Who are our current and potential customers?
- What are their lifestyles like?
- Where do they live and where can I find more like them?
- What media is the best for reaching them?