Mosaic USA Your customer segmentation solution for consistent cross-channel marketing - Experian
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Mosaic USA ® Your customer segmentation solution for consistent cross-channel marketing
We broke down the U.S consumer landscape into digestible segments packed with insights
Experian’s Mosaic® USA is a household-based consumer Mosaic USA offers a common customer language to
lifestyle segmentation system that classifies all U.S. define, measure, describe and engage target audiences
households and neighborhoods into 71 unique types and through accurate segment definitions that enable
19 overarching groups, providing a 360-degree view of more strategic and sophisticated conversations with
consumers’ choices, preferences and habits. consumers. Using Mosaic USA lifestyle segmentation,
marketers can anticipate the behavior, attitudes and
Our groundbreaking classification system paints a rich
preferences of their best customers and reach them in
picture of U.S. consumers and their socio-demographics,
the most effective traditional and digital channels with
lifestyles, behaviors, and culture. Through Mosaic,
the best messages and digital channels with the right
we provide marketers with the most accurate and
messages at the right times.
comprehensive view of their customers, prospects,
and markets.
Mosaic paves the way to successful marketing:
•• Accurate targeting
•• Traditional and digital channel selection
•• Strategic audience decisioning
•• Consistent consumer experience
Are your cluster descriptions more than a couple years old?
They may be obsolete, especially if the focus is on
Millenials and their technology behaviors.
2 | Experian Marketing Services
Use Mosaic to prioritize your dollars and Use the Mosaic portal to understand and
effort on your most valuable segments compare your key segments in real time
Access to the Mosaic portal allows you to analyze
Leading marketers around the world use Mosaic
and compare the combined 90 different profile-based
insights to identify the best traditional and digital
audiences; 19 Mosaic Groups and 71 Mosaic Types.
channels for reaching specific consumer segments
and maximizing the return on investment (ROI) on their A few clicks through the Mosaic portal, you’ll be able to
cross-channel campaigns. to discover the unique occupations, sources of
entertainment, preferred means of advertising, enjoyed
Mosaic provides a framework to help you identify the
activities and other unique characteristics that make up
optimal customer investment strategy for each unique
each Mosaic group and type. These insights can serve a
customer group . This framework helps you optimize
multitude of marketing purposes. You’ll be able to
your marketing between differentiating segments. For
familiarize yourself with each segment to enable
some segments the investment may be directed toward
campaign messaging that truly resonates with each
developing customer retention relationships. Others
truly unique group or type of consumer. This will ensure
may be made to introduce new products and services
your brand stays relevant in a marketplace where more
that address unmet customer needs.
and more brands are starving for consumers’
Because we know that expected ROI will determine your fragmented attentions.
customer strategy - Mosaic can help you determine not
only how much to invest in a customer segment, but
also how to actually spend it.
Use Mosaic to:
•• Make smart customer investment decisions
•• B
uild loyal, long-term relationships with your Mosaic helps us compare our ideal
most valuable customers
customer against our current core
•• Deliver significant return on marketing spend
customer and build a profile for
•• M
aintain consistent consumer experiences across
prospecting.
touch-points
Mosaic® USA | 3
Confidently fuel your marketing programs Unify channels, platforms and processes with
with more accurate segmentation a common customer language
Mosaic enables superior campaign results through Mosaic’s framework classifies and describes target
improved accuracy. Through our best-in-class consumers with a clear, consistent and unified customer
consumer database ConsumerViewSM, we’ve applied value proposition. This common framework enables:
more than 300 data factors to classify the makeup of
•• Improved audience experiences across the landscape
Americans and correctly assigning individual
of customer touch-points
households to specific groups.
•• Intelligent campaign development across traditional
Mosaic provides more and better information about what and digital marketing channels
drives your consumers’ lifestyles and priorities. Through
•• Improved operational efficiencies
Mosaic, we’re able to identify 98 percent of American
households to ensure accuracy over time and provide an
ideal balance of breadth and granularity.
The key characteristics, behaviors and interests of
consumers within each segment help you paint a detailed
portrait of your target consumers’ preferences, habits
and attitudes.
Breadth of data assets:
• ConsumerViewSM national consumer database of 126 million households
• Predictive insights, property characteristics and summarized credit and automotive data
• The Mosaic USA® segmentation portal, which brings life to hundreds of behavioral and attitudinal data details
4 | Experian Marketing Services
We build Mosaic segments with broader
and deeper data, so its analysis of customer
lifestyles, attitudes and behaviors is more
accurate and actionable.
ACTIVE LIFESTYLE POLITICALLY LIBERAL URBAN DWELLER
Mosaic® USA | 5
Mosaic USA group and type structure
A01 American Royalty 1.50%
A02 Platinum Prosperity 0.84%
A
Power Elite A03 Kids and Cabernet 0.57%
5.34% A04 Picture Perfect Families 0.71%
A05 Couples with Clout 0.83%
A06 Jet Set Urbanites 0.78%
B07 Generational Soup 1.27%
B Flourishing Families B08 Babies and Bliss 1.02%
4.52% B09 Family Fun-tastic 0.88%
B10 Cosmopolitan Achievers 1.17%
C11 Aging of Aquarius 2.46%
C
Booming with Confidence C12 Golf Carts and Gourmets 0.57%
6.61% C13 Silver Sophisticates 2.44%
C14 Boomers and Boomerangs 1.32%
D15 Sports Utility Families 1.24%
D
Suburban Style D16 Settled in Suburbia 1.17%
4.85% D17 Cul de Sac Diversity 0.68%
D18 Suburban Attainment 1.61%
E19 Full Pockets, Empty Nests 1.46%
E
Thriving Boomers
E20 No Place Like Home 2.17%
6.11%
E21 Unspoiled Splendor 2.46%
F
Promising Families F22 Fast Track Couples 2.79%
3.36% F23 Families Matter Most 0.93%
G
Young, City Solos G24 Status Seeking Singles 1.59%
3.18% G25 Urban Edge 1.63%
H26 Progressive Potpourri 1.66%
H
Middle-class Melting Pot H27 Birkenstocks and Beemers 1.08%
3.97% H28 Everyday Moderates 0.67%
H29 Destination Recreation 0.53%
I30 Stockcars and State Parks 1.59%
I
Family Union I31 Blue Collar Comfort 1.07%
5.16% I32 Steadfast Conventionalists 1.42%
I33 Balance and Harmony 1.14%
J34 Aging in Place 3.11%
J
Autumn Years
J35 Rural Escape 1.81%
6.25%
J36 Settled and Sensible 1.99%
6 | Experian Marketing ServicesK37 Wired for Success 1.05%
K
Significant Singles K38 Gotham Blend 1.30%
4.84% K39 Metro Fusion 0.48%
K40 Bohemian Groove 2.11%
L41 Booming and Consuming 1.00%
L
Blue Sky Boomers
L42 Rooted Flower Power 2.63%
6.58%
L43 Homemade Happiness 2.49%
M
Families in Motion M44 Red, White and Bluegrass 1.47%
2.97% M45 Diapers and Debit Cards 1.25%
N46 True Grit Americans 1.54%
N
Pastoral Pride N47 Countrified Pragmatics 1.26%
4.98% N48 Rural Southern Bliss 1.45%
N49 Touch of Tradition 0.68%
O50 Full Steam Ahead 0.70%
O51 Digital Dependents 4.18%
O
Singles and Starters O52 Urban Ambition 1.31%
10.96% O53 Colleges and Cafes 0.88%
O54 Striving Single Scene 2.71%
O55 Family Troopers 1.62%
P56 Mid-scale Medley 0.98%
P57 Modest Metro Means 0.70%
P
Cultural Connections P58 Heritage Heights 0.53%
5.22% P59 Expanding Horizons 1.28%
P60 Striving Forward 0.98%
P61 Humble Beginnings 0.57%
Q62 Reaping Rewards 1.64%
Q
Golden Year Guardians Q63 Footloose and Family Free 0.47%
8.02% Q64 Town Elders 4.18%
Q65 Senior Discounts 1.79%
R
Aspirational Fusion R66 Dare to Dream 1.61%
2.95% R67 Hope for Tomorrow 0.97%
S68 Small Town Shallow Pockets 1.46%
S
Economic Challenges S69 Urban Survivors 1.60%
4.13% S70 Tight Money 0.21%
S71 Tough Times 0.74%
Mosaic® USA | 7Tailored Segmentation Mosaic Global
Tailored Segmentation uses a sophisticated data-driven Mosaic USA is part of a global segmentation network
clustering system that leverages the 71 Mosaic USA types that classifies more than 2 billion people worldwide.
that match to 1st party data like yours. Tailored Organizations leverage the Mosaic Global network of
Segmentation allows you to regroup Mosaic types based more than 28 countries to unify consumer definitions
upon the attributes you weigh as more impactful to your around a common customer language.
business.
Experian enables marketers to tap into Mosaic Global’s
Have you designed your own segments in-house? You can 10 distinct groups, which share common characteristics,
now apply Tailored Segmentation to those segments for motivations and consumer preferences. Using highly
deeper insights through a tailored analysis. localized statistics and the simple proposition that the
world’s cities share common patterns of residential
Are your still looking for a way to segment your market segregation, the 10 Mosaic Global Groups are consistent
even though you understand your typical best customer? across countries.
Tailored Segmentation can weigh these attributes and
develop a custom clustering and analysis of your market.
Mosaic Global network:
•• Australia •• Italy
•• Belgium •• Japan
•• Brazil •• Netherlands
•• Canada •• New Zealand
•• China •• Norway
•• Colombia •• Portugal
•• Czech Republic •• Romania
•• Denmark Finland •• Singapore
•• France •• South Africa
•• Germany •• Spain
•• Greece •• Sweden
•• Hong Kong •• United Kingdom
•• Ireland •• United States
8 | Experian Marketing ServicesTo confidently reach the new generation of
American households, you have to know
who they are, what they do and anticipate
their needs and preferences.
targeting@experian.com experian.com/mosaic (877) 902-4849
Mosaic® USA | 9Experian © 2018 Experian Information Solutions, Inc. • All rights reserved
955 American Lane Experian and the Experian marks used herein are trademarks or registered
Schaumburg, IL 60173 trademarks of Experian Information Solutions, Inc. Other product and company
www.experianmarketingservices.com names mentioned herein are the property of their respective owners.
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