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An introduction to customerprofiling using MOSAIC.
Michael Soper, Research Manager
Introduction
What is MOSAIC- Description- examples
- what do we getApplications
- Various approaches- Problem analysis- Customer profiling- Customer Insight
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What is MOSAIC?
One of a small number of demographic profilingtools (ACORN)
Sorts each address into one of 11 groups and61 types.
Provides detailed information on each groupand type.
MOSAIC Representations
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Examples Who are you?
A2- Group A: Career professionals living in sort after locations- Type A2: Highly educated senior professionals many working inthe media, politics and law.
Summary: Well to do professionals living in expensive familyhomes. They are well to do and general live healthy and activelives. This people are very concerned about the environment buttend to use their money to make and impact rather than changetheir lifestyles.
Where in Cambridgeshire?Cambridge (2,700 hhlds)
Examples Who are you?
C17- Group C:- Type C17: Small business proprietors living in low density estatesin smaller communities
Summary: Type C17 live in quiet small estates mostly built since1945 in market towns. These estates are typically home to localprofessionals and small business proprietors. There is a mix ofeducational background and they tend to earn comfortableincomes. When asked about the environment they show someconcern however their environmental views are not strongly held.
Where in Cambridgeshire?East Cambs 17.8% (top local authority in Britain)Chatteris, Ely, March, Soham.
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Examples Who are you?
K59- Group K : People living in rural areas far from urbanisation- Type K59 : Country people living in still agriculturally activevillages, mostly in lowland locations.
Summary: Found in lowland Britain, in communities largelyunaffected by urban commuters, wealthy pensioners, weekendersor summer holidaymakers. Neighbourhoods of the type K59
contain a relatively large proportion of people employed inagriculture, food processing, transportation and associated trades.
Where in Cambridgeshire?Christchurch, Elm, Parson Drove, Tydd St Giles
How is this done? 54% of the data used to build MOSAIC is sourced from the 2001
census.
Remaining data sourced from the Experian Segmentation Database(Household level)
Edited electoral roll, consumer credit activity, shareholders register,house price, council tax banding, car ownership
Data is then used to produce clusters and each cluster is namedand described using household survey information e.g. FamilyExpenditure Survey (MORI)
Segmentation and descriptions are then tested using further marketresearch / surveys.
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CriticismsBased on Birds of a feather flock together but I am not
like my neighbours!! (based on the probability that youare)
At household level MOSAIC is not accurate all of the
time (level of accuracy difficult to gauge)
Reliance on the census (how much updating goes onbetween censuses). Not useful for trend analysis
Ethical problems with naming and labelling households(rename)
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What do we get?
Household level dataset classifying everyhshld into 11 groups / 61 types
Additional Postcode level dataset
Access to MOSAIC public sectorknowledge base.
What do we get?- Data Table
Postal address /Postcode
MOSAIC Householdtype / group
MOSAICPostcode type /group
331,427 records (incPeterborough)
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E31. Well educatedsingles and childless
couples colonising the
inner city areas ofprovincial cities.
F35: Young people
renting hard to let social
housing often indisadvantaged inner city
locations
H46. Residents in
1930s/1950s Council
estates. Now mostlyowner occupied.
F36: High density
social housing, with
high levels of diversity.
A05: Senior
professionals andmanagers living in the
suburbs of major
regional centres
J52: Better off older
people, singles and
childless couples indevelopments of
private flats
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Problem Analysis. Burglary inWisbech
Problem Analysis. Burglary inWisbech MOSIAC Profile of Wisbech Burglary Victims
85
90
95
100
105
110
115
A B C D E F G H I J K U
MOSAIC Group
Index
Score
More likely to be victims of burglary
Less likely to be victims of burglary
Group D: 55 Burglaries
D24:Low income families living in terraced housing
D25:Town Centres of small market towns containing many hostelsD23:Owners of affordable terraces
Group F:18 BurglariesF37:Low income families living in social housing (flats)
F39:Older people in social housing (flats)
Group H:25 Burglaries
H44:Manual workers, in low rise housesH47:Social housing, typically in 'new towns.
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Problem Analysis. Burglary inWisbech
Proposed initiative Use of Smart Water
Information on locations / groups being used totailor the campaign (Smart Water offered freeof cost)
Parallels with Cambridgeshire Fire and RescueService analysis of the victims of house fires.
Customer Profiling. Fruit & Vegin Waveney
Sarah Barnes, Health Improvement Practitioner, GtYarmouth & Waveney PC
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Development of a MobileService
Service Location
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Customer Profiling
Simon Orange,YHPHO
Customer profiling - Cromwell Museum
More likely to visit- Group B (particularly B10)- Group H (particularly H44 / H45)
Less likely to visit
- Group C (particularly C17)
Resulting discussion based on experiences of othermuseum services and the fact that there is a servicechoice to be made.
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Customer Insight
Birmingham Whole hearted commitment tocustomer insight
Customer Insight Protocol (how they do it)
Four main components of Customer Insight
Customer Insight
Customer Segmentation
To group customers with similarcharacteristics and service needs
Build Customer Knowledge
To help us understand what ourcustomers need and want
Develop Customer Strategy
To treat our customers differentlyaccording to their needs and preferences
Manage Communication
To inform the right people at the right timeand show we are listening
Better informed strategy
Better served customers
Residents needs better met
More satisfied residents
Increased staff satisfaction
Improved approach toequality, diversity amd socialinclusion
Raise authority reputation
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Customer SegmentationMOSAIC as a starting point
Adapt this into a Birmingham Segmentation, withlocal descriptions
Profile Birmingham in terms of customer needsand channel preferences
Wide communication on the groups within theorganisation.
Customer Segmentation
Examples- Smart Choices, communication plan regarding
more environmentally friendly travel choices with
a transport corridor.
- Housing overcrowding pathfinder,Identification and profiling of wards most affected.
- Leisure Centre planning, customer profiling
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Getting startedLimited support available
Understanding- Joining your data to MOSAIC- Tools e.g. MapInfo, Excel- Data limitations
Licensing (MOSAIC is a commercial product)
Exploration of use by others
Any Questions?
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MOSAIC Knowledgebasewww.publicsectorknowledgebase.co.uk
User name: [email protected]
Password: Public1
The link to the ESD Toolkit is. You will need to register a newaccount and await confirmation of yourpassword. Liaise with Web Channel Team