Segmentation is dividing your database into groups which are defined by individual characteristics. It could be as simple as separating your male and female customers, or it can be by something more complex. Grouping different people into different segments gives you greater flexibility with your marketing, allowing you to talk with each person in an engaging and relevant way.
If you can talk to someone about what they are really interested in, they’re much more likely to engage with you. Do the opposite – by talking to the wrong person about the wrong things – and you will irritate people and perhaps drive them away. By segmenting people according to their characteristics and behaviour, you can talk confidently with everyone about the things that matter to them, by the most relevant channel.
What makes Experian segmentation unique?
Mosaic divides the UK population into 15 Groups and 66 more detailed types. It uses over 400 data variables and paints a unique picture of UK consumers based on their demographic characteristics, lifestyles and behaviour. With over 30 years’ experience in consumer intelligence, Experian offers a range of award winning segmentation products. As Mosaic is enabled across channels it gives you a joined-up approach to gaining insight and targeting consistently. You can use Mosaic to help you Know, Get and Keep your customers in the following ways:
- Know: enhance your customer intelligence with detailed analytics delivered through flexible technology when and where you want it
- Get: target your prospects by direct mail, email and digital advertising
- Keep: optimise interactions with consumers on and offline by integrating into Experian’s Cross Channel Marketing Platform