Mosaic Lifestyles is the world's leading market segmentation and available in over 35 markets across the globe. It is managed globally by Experian Information Solutions, Inc. and in the Nordics by InsightOne Nordic AB.
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A market segmentation describes the adult population of a market and is to some extent the answers to many of the questions brands ask about their customers, and the market. With Mosaic Lifestyles you can get a deeper perspective of your customers, understand who they are when they are not a customer of your and how to be more relevant to them. Mosaic can also tell you the market potential and if there is some untapped part of the market that you are missing out on.
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The Mosaic segmentation can be leveraged in your CRM, on your web traffic and in your paid marketing.
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In this article we will get very specific on how Mosaic can be used practically.
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Working with Mosaic Lifestyles in the CRM environment is where Mosaixc has traditionally has been used the most. As Mosaic is a complete market segmentation you can attach the Mosaic information to every customer in your CRM and use the information for segmenting the customer base further.
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With Mosaic in your CRM you will be able to combine it with your own transactional data to build new insights and know what to offer which customer.
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With Mosaic in your CRM you can segment your e-mails, the communication from your loyalty programs and your telephone outreach. You can aggregate the behaviours from all your customers into Mosaic clusters to understand which customers are more likely to buy a specific product or service.
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This means that some customers will get offered the latest models and some the discount offers, and here Mosaic really makes a difference. By personalising the offers based on lifestyle, socio-economic factors and previous purchase behaviours you can increase conversion rates in your 1:1 communication and marketing.
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With Mosaic as a part of your CRM you can even give personalised quotes based on the potential in a specific Mosaic segment. If you identify a segment to be more loyal, make more frequent purchases with higher ticket prices, this is a more valuable segment to your business. This means that such a segment can get a better quote as the Customer Lifetime Value will most likely be higher. Many insurance companies use Mosaic for such purposes when it comes to giving quotes for different insurances.
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Mosaic Lifestyles can also be used to analyse your customer base on a detailed level. On the most exact level Mosaic can be linked to specific households and Mosaic Type level. As the analysis is done on your customer database such an analysis can combine Mosaic with the data in your CRM, your transactional data and other data sources.
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Mosaic Lifestyles has also been heavily used traditionally in the offline media. As Mosaic is linked to the whole adult population you can actually use it to address the whole population in offline media such as direct mail and cold calling.
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You can segment both anonymously (targeting areas where there is an over representation of your ICP) or 1:1 targeting specific households.
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Mosaic can also tell you where the better location for a new store is, if the right Mosaic types frequent a location or not or live in the proximity of the store location.
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With Samhub you can apply Mosaic Lifestyles on your web traffic and your anonymous visitors as well as your identified visitors. This will alow you to make similar insights as you have done in your CRM, but in your digital domains as well.
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The immediate comparison will of course be the purchase information that can be collected and matched to Mosaic. As well as looking on conversion rates for different Mosaic segments. But the benefits does not stop there.
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By looking at the traffic sources we can help you understand which channels or marketing activities delivers the right type of customers to your site. And if you have Mosaic on your customer records you know exactly which are your most valuable customer segments.
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This also allows for marketing and CRM departments to start talking the same language in terms of both customer and potential customers.
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With Mosaic in your online domains you can actually start working with personalising anonymous customer journeys. By making qualified assumptions about who the new visitor might be you can increase conversion rates and make the right recommendations also for unknown visitors.

A natural next step from your website, traffic sources and online conversions is of course the marketing itself. And in the same way that you can work with Mosaic in offline channels and with your anonymous website visitors you can work with Mosaic for your paid marketing and prospecting of new customers.
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Programmatic advertising is a way to access a multitude of marketing channels and publishers ad inventory from a single platform. This makes marketing significantly easier to manage and significantly easier to execute a unified audience strategy. Provided of course that the targeting data is available in the platform.
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There is however a huge problem with programmatic targeting data now that 3rd party cookies disappear. This means that the data volumes will go down and accurate targeting will be harder.
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The good thing is that Mosaic targeting data does not have to be linked to a 3rd party cookie. It can be linked ot geographical signals (locations) and to 1st party identifiers instead. Making this targeting data future proof.
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This also means that you can use Mosaic for targeting a multitude of media channels: display advertising, video advertising, click advertising, native advertising, digital out of home advertising, CTV ads, streamed radio & pods and any other programmatic channel that might evolve such as voice assistants, metaverse, augmented reality and many more.

In the data silos of the global marketing giants fragmentation increases as 3rd party cookies disappear. This means that you are left to use the data available in those channels.
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The challenge here is that you are missing the link to your own data, to your customers and to your website traffic. And you are left to the reporting of each channel, making it really hard to evaluate them together in a unified way.
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But it is possible to leverage Mosaic in these silos as well. By working with location data you can actually segment and target the full reach of each marketing eco system, not having to rely on the audience data of the channel. There are of course pros and cons of this but by working with the same data the in all channels you actually implement a unified omni-channel targeting strategy that is consistent and has a full reach. This targeting data is available through Samhub.
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Another struggle for marketers is to followup and measure the effectiveness of the marketing. With the reduced possibilities to track and follow users without 3rd party cookies this is another challenge that makes marketing more complicated.
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With Samhub and Mosaic you can apply the same data across channels and followup the marketing in a unified way. It means that you can compare channels based on your own 1st party data and also validate that the campaigns are targeting the right part of the market.
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We see Mosaic as a way to create holistic marketing by looking at all communication through the same lens: Mosaic Lifestyles. With this perspective you have a glue that holds together the customer journey and aligns them with both strategies and goals.

Feel free to contact us about Mosaic Lifestyles.