Mosaic & Consumer View Australia

Mosaic:

Mosaic is the most comprehensive consumer classification tool in Australia. It can instantly provide organisations with a detailed and granular view of the socio-demographic profile of the Australian population and how that relates to your customers.

Mosaic utilises more than a thousand data variables from a variety of sources to develop a rich and detailed understanding of consumer behaviours and preferences.

Using this insight into consumers, Experian models every Australian household to classify them into one of 14 Groups and 51 Types, based on their likely behaviours and preferences, which can then be attached to your database for analysis, insight and activation.

Mosaic Factors:
Factors is a segmentation which identifies and brings out five themes that exist from the hundreds of variables used to build Mosaic.
Factors are ideal for use in statistical techniques such as customer segmentation and market potential modelling, and are particularly useful for building scorecards that require uncorrelated input variables. They help improve statistical models, particularly those that enable enhanced targeting through deeper understanding of customers.
Factors can provide additional accuracy for targeting where a particular characteristic, such as Prosperity, is a key driver of campaign activity or customer behaviour.

Factors can be in the form of Scores or Percentiles or Deciles (aggregates of 10 percentiles):
• Scores have a mean of 0 and a standard deviation of 10,000, ranging from -72000 to 67000
• Each Percentile contains 1% of the households in Australia, ranging from 0 to 99

Factors lower and higher ranges correspond to the below:
Factor 1 - Household Composition: from singles (lower score/decile/pct) to families (higher score/decile/pct and so on)
Factor 2 - Socioeconomic Status: from low status to high status
Factor 3 - Lifestage: from youthful to established
Factor 4 - Cultural Diversity: from traditional to multicultural
Factor 5 - Work Commute: from a short commute to a long commute

Other household variables:
Please reach out to us via link so we can provide you the full data dictionary!

搜集汇总

背景与挑战

背景概述

Mosaic是澳大利亚全面的消费者分类工具，基于千余变量将家庭划分为14组51类，Factors细分提供五个主题的评分体系，支持精准营销和统计建模。