Mosaic® USA: Targeting and engaging the new American consumer

Marketing forward with today’s most advanced consumer lifestyle segmentation system

The evolving dynamics of the new American household Marketers are challenged by how to reach and influence today’s dramatically evolving and digitally engaged American consumer. Over the past five years, household composition, economic status and technology usage have morphed due to the recession, unemployment, a housing market crash and a digital revolution. The combination of these forces has changed how Americans live, behave, communicate and interact on every level.

Many consumers have altered their lifestyles to accommodate their current socioeconomic situations. It’s not new news that during economic changes there is an impact in household formation. The fact that seven in 10 college graduates will live at home after college is a game-changing statistic for data-driven marketers. As the dynamics of American households transform, it is critical for marketers to recognize changes in their customer landscape and understand the emerging values driving behavior so that they can communicate with greater relevancy and impact.

Understanding consumers in this evolving environment is a crucial business task. Prioritizing and targeting the best customers for the greatest return on marketing investment requires an updated and accurate customer segmentation system. Additionally, unifying marketing programs across traditional and digital media with defined customer segments enables maximum customer engagement, profitable acquisition, increased customer loyalty, retention and lifetime value.

Key American consumer dynamic shifts in the past five years:

•AgingofAmerica— baby-boomerpopulationnow turning65

•Increaseofmultigenerational households

•Momshavingchildrenlater inlife

•Digitaldiversityandmobile movement—moreand increasingwaysforconsumers toconnect

•Consumertrends— GreenAwareSM,healthylifestyles

Mosaic® USAMarketforwardwiththenextgenerationofhouseholdconsumerclassificationsfortheUnitedStatesExperianMarketingServices’Mosaic®USAisahousehold-basedconsumerlifestylesegmentationsystemthatclassifiesallU.S.householdsandneighborhoodsinto71uniquesegmentsand19overarchinggroups,providinga360-degreeviewofconsumers’choices,preferencesandhabits.ThenewMosaic®systemisthefirstsegmentationtoolbuiltintheU.S.marketinthepastfiveto10yearsandreflectscriticalnewdatapresentedinthe2010census.

ThisgroundbreakingclassificationsystempaintsarichpictureofU.S.consumersandtheirsociodemographics,lifestyles,behaviorsandculture,providingmarketerswiththemostaccurateandcomprehensiveviewoftheircustomers,prospectsandmarkets.

MosaicUSAoffersacommoncustomerlanguagetodefine,measure,describeandengagetargetaudiencesthroughaccuratesegmentdefinitionsthatenablemorestrategicandsophisticatedconversationswithconsumers.UsingMosaicUSAlifestylesegmentation,marketerscananticipatethebehavior,attitudesandpreferencesoftheirbestcustomersandreachtheminthemosteffectivetraditionalanddigitalchannelswiththebestmessages.

UseMosaictoprioritizeandfocusdollarsonyourmostvaluablesegmentsLeadingmarketersaroundtheworlduseMosaicinsightstoidentifythebesttraditionalanddigitalchannelsforreachingaspecificcustomersegmentandmaximizingthereturnoninvestment(ROI)oncross-channelcampaigns.Focusingontherightsegments,fromthemassivesetofpossibilities,enablesmarketerstoelevatetheeffectivenessoftheoverallmarketingmixandensurethatthemostcompellingandrelevantmessagesarebeingsenttotheverybestcustomers.Thefuturevalueofacustomercanvarytremendouslybysegment,soMosaicprovidesaframeworktohelpidentifytheoptimalcustomerinvestmentstrategyforeachuniquecustomergroup.Forsomesegments,theinvestmentmaybedirectedtowarddevelopingcustomerretentionrelationships,whileothersmaybemadetointroducenewproductsandservicesthataddressunmetcustomerneeds.Ultimately,thekeyfactordrivingcustomerinvestmentdecisionswillbetheexpectedreturnonthatinvestment.Mosaichelpstodeterminenotonlyhowmuchtoinvestinacustomersegment,butalsohowtospendit.

PreciselytargetyouridealcustomeraudienceacrossmarketingcampaignsToensureprogramsuccess,marketersmustusethefreshestsetofinsightsontherapidlyevolvingAmericanconsumerlandscape.Successfuldata-drivenmarketersdevelopadeepunderstandingoftheirparticularconsumersegmentsinordertobuildloyal,long-termrelationshipswiththeirmostvaluablecustomers.Distinctivecustomerpreferencesandneedsrepresentuniqueopportunitiesandchallengesthatcanbepursuedbyintroducingtailoredprogramsforeachsegment.Mosaicprovidesinsighttosupportpreciseconsumertargeting,ensuringthattherightproductofferingsarematchedtotherightaudience.Thishelpstoretainandgrowthecustomerbase.

“Mosaic helps us compare our ideal customer against our current core customer and helps us build a profile so we can go prospecting for that customer.”

Market forward with Mosaic USA:

•Accuratetargeting

•Traditionalanddigital channelselection

•Strategicaudiencedecisioning

•Consistentconsumerexperience

Use Mosaic to:

•Makesmartcustomer investmentdecisions

•Buildloyal,long-term relationshipswiththemost valuablecustomers

•Deliversignificantreturnon marketingspend

•Maintainconsistentconsumerexperiencesacrosstouch-points

“If cluster descriptions are more than a couple of years old, they are obsolete, especially if the focus is on Millennials and their technology behaviors.”

ConfidentlyfuelyourmarketingprogramswithmoreaccuratesegmentdefinitionsIntoday’seconomy,marketersmustfeelveryconfidentthattheirmarketingmixcandeliversignificantROIwitheverycampaign.Thismeansmakinginformeddecisionsbasedonthecollectivecustomerintelligencedrawnfromthedata,notjustthedataitself.Mosaicenablessuperiorresultsthroughimprovedaccuracybyapplyingmorethan300datafactorstoclassifythemakeupofAmericansandcorrectlyassigningindividualhouseholdstospecificgroups.

ThenewMosaicoffers71segmentsand19groupsand,mostimportantly,providesbetterinformationaboutwhatdrivestheseconsumers’lifestylesandpriorities.Tohelpmarketersunderstandandactonthedata,thenewMosaicalsodefines10categoriesofinsightsarounddimensionssuchaswhoweare,wherewelive,howwegetbyandhowweliveourlives.Thisworld-class,household-basedconsumersegmentationsystemidentifies98percentofAmericanhouseholdstoensureaccuracyovertimeandprovidesanidealbalanceofbreadthandgranularity.Thekeycharacteristics,

behaviorsandinterestsofconsumerswithineachsegmenthelpmarketerspaintadetailedportraitoftheirtargetconsumers’preferences,habitsandattitudes.

Unifychannels,platformsandprocesseswithacommoncustomerlanguageThecomplexityoftoday’smarketingenvironment,whichincludesmultiplechannels,siloedorganizations,numerousagencyrelationshipsanddisparatesystemsformanagingcustomerinformation,cancreateafragmentedbrandexperienceforconsumers.Marketerscanimproveexperiencesacrossthelandscapeofcustomertouch-pointswithaframeworkthatclassifies,describesandtargetsconsumerswithaclear,consistentandunifiedcustomervalueproposition.

Marketerscanattract,growandretainprofitablecustomersbylinkingtogethermarketingcampaignsacrosstraditionalanddigitalmarketingchannelsandimprovingoperationalefficiencies.Mosaicalsoprovidesthegreatestreachacrossaninternationalnetworkofconsumersegmentationstounifyaconsistentviewoftargetaudiencesacrosstheworld.

Mosaic USA’s breadth of data assets:

•ConsumerViewSMnational consumerdatabaseof 116millionhouseholds

•Predictiveinsights,property characteristicsandsummarized creditandautomotivedata

•TheMosaicInteractiveGuide, whichbringstolifehundreds ofbehavioralandattitudinal datadetails

“Mosaic segments are built on broader and deeper data, so its analysis of customer lifestyles, attitudes and behaviors is more accurate and actionable.”

The Mosaic Global groups are mapped against two dimensions: affluence and geographic location.

Geographic locationUrban Rural

Aff

luen

ceLo

wH

igh

A B C D

E F J

G H I

Sophisticated Singles

Bourgeois Prosperity

Career and Family

Comfortable Retirement

Metropolitan Strugglers

Low-income Elders

Postindustrial Survivors

RuralInheritance

Routine Service Workers

Hard-working Blue-collar

Australia

Belgium

Brazil

Canada

CzechRepublic

Denmark

Finland

France

Germany

Greece

HongKong

India

Ireland

Israel

Italy

Japan

Netherlands

NewZealand

Norway

Poland

Romania

Singapore

SouthAfrica

Spain

Sweden

Switzerland

Taiwan

UnitedKingdom

UnitedStates

Mosaic Global network

MosaicGlobalMosaicUSAispartofaglobalsegmentationnetworkthatclassifiesmorethan2billionpeopleworldwide.OrganizationsleveragetheMosaicGlobalnetworkofmorethan28countriestounifyconsumerdefinitionsaroundacommoncustomerlanguage.

ExperianMarketingServicesenablesmarketerstotapintoMosaicGlobal’s10distinctgroups,whichsharecommoncharacteristics,motivationsandconsumerpreferences.Usinghighlylocalizedstatisticsandthesimplepropositionthattheworld’scitiessharecommonpatternsofresidentialsegregation,the10MosaicGlobalgroupsareconsistentacrosscountries.

MosaicUSAgroupandsegmentstructure

A PowerElite6.13%

A01 AmericanRoyalty 0.73%

A02 PlatinumProsperity 1.43%

A03 KidsandCabernet 0.96%

A04 PicturePerfectFamilies 1.43%

A05 CoupleswithClout 0.48%

A06 JetSetUrbanites 0.98%

B FlourishingFamilies4.42%

B07 GenerationalSoup 0.98%

B08 BabiesandBliss 1.65%

B09 FamilyFun-tastic 1.22%

B10 CosmopolitanAchievers 0.56%

C BoomingwithConfidence5.34%

C11 AgingofAquarius 2.34%

C12 GolfCartsandGourmets 0.41%

C13 SilverSophisticates 0.97%

C14 BoomersandBoomerangs 1.62%

D SuburbanStyle5.02%

D15 SportsUtilityFamilies 1.77%

D16 SettledinSuburbia 0.77%

D17 CuldeSacDiversity 1.03%

D18 SuburbanAttainment 1.45%

E ThrivingBoomers5.13%

E19 FullPockets,EmptyNests 1.10%

E20 NoPlaceLikeHome 1.50%

E21 UnspoiledSplendor 2.52%

F PromisingFamilies3.36%

F22 FastTrackCouples 1.59%

F23 FamiliesMatterMost 1.77%

G Young,CitySolos2.01%

G24 StatusSeekingSingles 1.29%

G25 UrbanEdge 0.72%

H Middle-classMeltingPot5.76%

H26 ProgressivePotpourri 1.00%

H27 BirkenstocksandBeemers 1.18%

H28 EverydayModerates 1.09%

H29 DestinationRecreation 2.49%

I FamilyUnion5.40%

I30 StockcarsandStateParks 1.50%

I31 BlueCollarComfort 1.38%

I32 SteadfastConventionalists 0.98%

I33 BalanceandHarmony 1.55%

J AutumnYears5.64%

J34 AginginPlace 2.41%

J35 RuralEscape 1.76%

J36 SettledandSensible 1.48%

K SignificantSingles4.72%

K37 WiredforSuccess 1.00%

K38 GothamBlend 1.01%

K39 MetroFusion 0.79%

K40 BohemianGroove 1.92%

L BlueSkyBoomers5.11%

L41 BoomingandConsuming 0.87%

L42 RootedFlowerPower 2.33%

L43 HomemadeHappiness 2.91%

M FamiliesinMotion3.58%

M44 Red,WhiteandBluegrass 2.11%

M45 DiapersandDebitCards 1.47%

N PastoralPride7.28%

N46 TrueGritAmericans 1.68%

N47 CountrifiedPragmatics 1.95%

N48 RuralSouthernBliss 1.81%

N49 TouchofTradition 1.85%

O SinglesandStarters8.83%

O50 FullSteamAhead 1.25%

O51 DigitalDependents 2.99%

O52 UrbanAmbition 1.11%

O53 CollegesandCafes 0.41%

O54 StrivingSingleScene 1.29%

O55 FamilyTroopers 1.78%

P CulturalConnections6.42%

P56 Mid-scaleMedley 1.69%

P57 ModestMetroMeans 0.62%

P58 HeritageHeights 0.73%

P59 ExpandingHorizons 1.26%

P60 StrivingForward 1.12%

P61 HumbleBeginnings 0.99%

Q GoldenYearGuardians7.25%

Q62 ReapingRewards 1.30%

Q63 FootlooseandFamilyFree 0.50%

Q64 TownElders 3.78%

Q65 SeniorDiscounts 1.67%

R AspirationalFusion2.92%

R66 DaretoDream 1.89%

R67 HopeforTomorrow 1.03%

S EconomicChallenges4.69%

S68 SmallTownShallowPockets 1.71%

S69 UrbanSurvivors 1.32%

S70 TightMoney 0.98%

S71 ToughTimes 0.68%

ContactusThenewgenerationofAmericanhouseholdsisreachable,butyouhavetoknowwhotheyare,whattheydo,wheretheyliveandmore.

FormoreinformationonMosaicUSA,visitwww.experian.com/Mosaicorcall18882191817.

ExperianMarketingServices955AmericanLaneSchaumburg,IL6017318882191817www.experian.com/mosaic

©2013ExperianInformationSolutions,Inc.Allrightsreserved.

ExperianandtheExperianmarksusedhereinareservicemarksorregisteredtrademarksofExperianInformationSolutions,Inc.

Otherproductandcompanynamesmentionedhereinarethepropertyoftheirrespectiveowners.

11/2013

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