With the Audience Analysis you get a kick-start to your customer understanding, your market understanding and a great base for your marketing strategies. But in order to get this you need to understand the analysis and what it tells you. In this article you will learn exactly how to get the most out of your Audience Analysis.

We use anonymous data to visualize your customers, this means that it is not 100% exact. It shows the overall view of your customer base but it is not the 100% truth. That is why we recommend that you have at least 1000 customers to analyse as this is a good statistical base that you can make deductions and create new insights from.

The bubble chart gives you the overview of how your customers are distributed between the different Mosaic segments. In the upper right hand corner you will find the consumer groups that are big AND overrepresented compared to your market. And if they are both over represented and large the bubble is bigger. The size in itself is not of importance it is simply a way to visualize that the group stands out compared to the others. On the X-axis you have "Share", that is share of the total number of customers. On the Y-axis you have the "Index", index tells you if they are over or under represented compared to the selected market. Index 100 = the average in the market.

Often in this view you will see a few groups that stand out. But when looking at this you also need to take into consideration the "statistical" nature of the analysis. That means that some groups might not make sense but are there because they are also represented and live in the same areas as the actual customers. For example, if you sell solar panels and have one or two dominant groups that both are "house owners" and then a third one that is likely "apartment owners" you can deduct that the apartment owners are probably not your customer group but rather a consumer group that lives in the same areas as your customers.

You can click any bubble in the chart and look closer on that group. When you do that you open up a right pane that describes the Mosaic Group in both short and long format. You can also select the group in the drop down to the left, over the map.

In the right pane you will se the number of customers you have and the share of your customers you have. You can also see the total in the selected market, either nationally or regionally. This will tell you both what your audience penetration is as well as the market potential.

When you select the group it will affect all the information in the analysis, both the interest widget and the detailed information in the last widget. Those will now reflect only the selected Mosaic group.

As I mentioned above the index is a comparison to the market. And if you select a different market you will compare the customers you have in that market with the population of that market. This means that you get 1 national and 23 regional analysis when you buy an Audience Analysis of Sweden.

This fact will allow you to leverage regional insights into your strategies and your tactics. But as also mentioned above, if you have a market with very few records, keep in mind that the statistical base might not be big enough to make strong conclusions from.

In the third widget you find your "top list", it gives you three different perspectives in list format instead of as bubbles. The "Distinct" tab shows you which are both over represented AND large in volume. "High volume" tells you which customer groups are the biggest. And the third and final tab focuses on which Mosaic Groups are most over represented (and most likely to become a customer).

You know who buys what and when. But when it comes to the customer interests you are limited to what the customer does in your domains and in your stores. With Mosaic Lifestyles you get deep insights into the customer groups interests, life style choices and mindset that you can't get anywhere else.

With this information you can find new ways to be relevant to the customers and find inspiration for communicative ideas and concepts.

In the last and final widget we have the most detailed information about the customer as a complete group and per Mosaic Group.

In this widget you will find hundreds of new insights about the customers. From financial situation to how many children they are likely to have. You can find information about their media habits, their preferences, their lifestyle and how adaptive they are.

In this widget you will see the share as well as the average. The orange line in the chart shows the index (average) and to the right you find a number that shows wether there is an over or under representation of that specific trait amongst the customers or the Mosaic group.

To keep in mind is that this is aggregated statistical information that says wether or not it is likely for the segment to have that trait or not.