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 behavior, you can talk confidently with everyone about the things that matter to them, by the most relevant channel.
Mosaic divides the U.S. population into 19 Groups and 71 more detailed types. It paints a unique picture of U.S. 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: