Mosaic South Africa (Mosaic SA): ENGAGING ... - … Brochure.pdfExperian House, Ballyoaks Offi ce Park, 35 Ballyclare Drive, Bryanston, 2021 Tel: 27 (0) 11 799-3400 Information Solutions,

SOUTHSOUTH

EXPERIAN LTD:South Africa: Experian House, Ballyoaks Offi ce Park, 35 Ballyclare Drive, Bryanston, 2021Tel: 27 (0) 11 799-3400

© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein are the property of their respective owners.July 2012

Accelerated marketing with today’s most advanced consumer lifestyle

segmentation system

CONTACT DETAILS:

Johannesburg: Tel: 011 463 8575 | Address: Building 1, Silverpoint Offi ce Park, Ealing Crescent, Bryanston, Johannesburg

Cape Town:Tel: 021 434 8351 | Address: 502, The Equinox, Main Road, Sea Point, Cape Town

www.p-cubed.co.za

Mosaic South Africa (Mosaic SA): ENGAGING THE SA CONSUMER IN A NEW WAY

Marketers are challenged by how to reach and infl uence today’s dramatically evolving and digitally engaged South African consumer. Over the past fi ve years, household composition, economic status and technology usage have transformed South Africa’s more affl uent consumer landscape. High unemployment amongst South Africa’s youth, and an increasing divide between the haves and have not’s, has infl uenced low economic behaviour. The combination of these and other forces is radically changing how South Africans live, communicate, and interact.

Many consumers have altered their lifestyles to accommodate their current socioeconomic situations. It’s not news that during economic changes there is an impact on household formation. For example, South Africa’s middle income class has grown signifi cantly over the last number of years, which is a game-

changing statistic for data-driven marketers. This has led to a far greater potential target market for many businesses to harness. As the dynamics of South African households transform, it is critical for marketers to recognise changes in their customer landscape and understand the emerging values driving behaviour, so that they can communicate with greater relevancy and impact.

Understanding consumers in this evolving environment is a crucial business task. Prioritising and targeting the best customers for the greatest return on marketing investment requires an updated and accurate consumer lifestyle system. Additionally, unifying marketing programmes across traditional and digital media with defi ned customer segments enables maximum customer engagement, profi table acquisition, increased customer loyalty, retention and lifetime value.

Mosaic SA is a neighbourhood consumer lifestyle segmentation system that classifi es the whole of South Africa into 48 unique segments and 12 overarching groups, providing a 360-degree view of consumers’ lifestyles. The new Mosaic system is the most in-depth segmentation tool to be built in South Africa and refl ects critical new data.

This ground-breaking classifi cation system paints a rich picture of South African consumers and their socio demographics, lifestyles, behaviours and culture, providing marketers with the most accurate and comprehensive view of their customers,

Leading marketers around the world use Mosaic classifi cations to identify the best traditional and digital channels for reaching a specifi c customer segment and maximising the return on investment (ROI) on cross-channel campaigns. Focusing on the right segments, from the massive set of possibilities, enables marketers to elevate the effectiveness of the overall marketing mix and ensure that the most compelling and relevant messages are being sent to the very best customers.

The future value of a customer can vary tremendously by segment, so Mosaic provides a framework to help identify

To ensure programme success, marketers must use the freshest set of insights on the rapidly evolving South African consumer landscape. Successful data-driven marketers develop a deep understanding of their particular consumer segments in order to build loyal, long-term relationships with their most valuable customers. Distinctive customer differences and needs represent unique opportunities and challenges that can be pursued by introducing tailored programmes for each segment. Mosaic SA provides insight to support precise consumer targeting, ensuring that the right product offerings are matched to the right audience. This helps to acquire, retain and grow the customer base.

prospects and markets.

Mosaic SA offers a common customer language to defi ne, measure, describe and engage target audiences through accurate segment defi nitions that enable more strategic and sophisticated conversations with consumers. Using Mosaic SA lifestyle segmentation, marketers can anticipate the behaviour, attitudes and preferences of their best customers and reach them in the most effective traditional and digital channels with the best messages.

the optimal customer investment strategy for each unique customer group. For some segments, the investment may be directed toward developing customer retention strategies, while others may be made to introduce new products and services that address unmet customer needs. Ultimately, the key factor driving customer investment decisions will be the expected return on that investment. Mosaic helps to determine optimal marketing channel preferences for selected customer segments.

MOSAIC SA DELIVERS FOCUSED MARKETING RESULTS WITH THE NEXT GENERATION OF HOUSEHOLD CONSUMER CLASSIFICATIONS FOR SOUTH AFRICA

USE MOSAIC SA TO PRIORITISE AND FOCUS INVESTMENT ON YOUR MOST VALUABLE SEGMENTS

TARGET YOUR IDEAL CUSTOMER AUDIENCE ACROSS MARKETING CAMPAIGNS

THE EVOLVING DYNAMICS OF THE NEW SOUTH AFRICAN HOUSEHOLD

KEY SOUTH AFRICAN CONSUMER DYNAMIC SHIFTS IN THE PAST FIVE YEARS:• Mobile phones play a signifi cant role - increasing ways for

consumers to connect• The rise of the mainstream middle-class• Increased urbanisation including an infl ux of low-income

consumers• More liberal, cosmopolitan, suave, hyperactive, and

demanding consumers• Transparency of privacy – consumers are happy to share

more information• Through technology consumers have greater power thus

infl uencing buying behaviour• Increase in number of multiple generation households

Marketers are challenged by how to reach and infl uence today’s dramatically evolving and digitally engaged South African consumer. Over the past fi ve years, household composition, economic status and technology usage have transformed South Africa’s more affl uent consumer landscape. High unemployment amongst South Africa’s youth, and an increasing divide between the haves and have not’s, has infl uenced low economic behaviour. The combination of these and other forces is radically changing how South Africans live, communicate, and interact.

Many consumers have altered their lifestyles to accommodate their current socioeconomic situations. It’s not news that during economic changes there is an impact on household formation. For example, South Africa’s middle income class has grown signifi cantly over the last number of years, which is a game-

changing statistic for data-driven marketers. This has led to a far greater potential target market for many businesses to harness. As the dynamics of South African households transform, it is critical for marketers to recognise changes in their customer landscape and understand the emerging values driving behaviour, so that they can communicate with greater relevancy and impact.

Understanding consumers in this evolving environment is a crucial business task. Prioritising and targeting the best customers for the greatest return on marketing investment requires an updated and accurate consumer lifestyle system. Additionally, unifying marketing programmes across traditional and digital media with defi ned customer segments enables maximum customer engagement, profi table acquisition, increased customer loyalty, retention and lifetime value.

Mosaic SA is a neighbourhood consumer lifestyle segmentation system that classifi es the whole of South Africa into 48 unique segments and 12 overarching groups, providing a 360-degree view of consumers’ lifestyles. The new Mosaic system is the most in-depth segmentation tool to be built in South Africa and refl ects critical new data.

This ground-breaking classifi cation system paints a rich picture of South African consumers and their socio demographics, lifestyles, behaviours and culture, providing marketers with the most accurate and comprehensive view of their customers,

Leading marketers around the world use Mosaic classifi cations to identify the best traditional and digital channels for reaching a specifi c customer segment and maximising the return on investment (ROI) on cross-channel campaigns. Focusing on the right segments, from the massive set of possibilities, enables marketers to elevate the effectiveness of the overall marketing mix and ensure that the most compelling and relevant messages are being sent to the very best customers.

The future value of a customer can vary tremendously by segment, so Mosaic provides a framework to help identify

To ensure programme success, marketers must use the freshest set of insights on the rapidly evolving South African consumer landscape. Successful data-driven marketers develop a deep understanding of their particular consumer segments in order to build loyal, long-term relationships with their most valuable customers. Distinctive customer differences and needs represent unique opportunities and challenges that can be pursued by introducing tailored programmes for each segment. Mosaic SA provides insight to support precise consumer targeting, ensuring that the right product offerings are matched to the right audience. This helps to acquire, retain and grow the customer base.

prospects and markets.

Mosaic SA offers a common customer language to defi ne, measure, describe and engage target audiences through accurate segment defi nitions that enable more strategic and sophisticated conversations with consumers. Using Mosaic SA lifestyle segmentation, marketers can anticipate the behaviour, attitudes and preferences of their best customers and reach them in the most effective traditional and digital channels with the best messages.

the optimal customer investment strategy for each unique customer group. For some segments, the investment may be directed toward developing customer retention strategies, while others may be made to introduce new products and services that address unmet customer needs. Ultimately, the key factor driving customer investment decisions will be the expected return on that investment. Mosaic helps to determine optimal marketing channel preferences for selected customer segments.

MOSAIC SA DELIVERS FOCUSED MARKETING RESULTS WITH THE NEXT GENERATION OF HOUSEHOLD CONSUMER CLASSIFICATIONS FOR SOUTH AFRICA

USE MOSAIC SA TO PRIORITISE AND FOCUS INVESTMENT ON YOUR MOST VALUABLE SEGMENTS

TARGET YOUR IDEAL CUSTOMER AUDIENCE ACROSS MARKETING CAMPAIGNS

THE EVOLVING DYNAMICS OF THE NEW SOUTH AFRICAN HOUSEHOLD

KEY SOUTH AFRICAN CONSUMER DYNAMIC SHIFTS IN THE PAST FIVE YEARS:• Mobile phones play a signifi cant role - increasing ways for

consumers to connect• The rise of the mainstream middle-class• Increased urbanisation including an infl ux of low-income

consumers• More liberal, cosmopolitan, suave, hyperactive, and

demanding consumers• Transparency of privacy – consumers are happy to share

more information• Through technology consumers have greater power thus

infl uencing buying behaviour• Increase in number of multiple generation households

“Mosaic segments are built on broader and “Mosaic segments are built on broader and deeper data, so its analysis of customer deeper data, so its analysis of customer lifestyles, attitudes and behaviours is more lifestyles, attitudes and behaviours is more accurate and actionable.” – Mosaic useraccurate and actionable.” – Mosaic user

“Mosaic helps us compare our ideal customer “Mosaic helps us compare our ideal customer against our current core customer and helps us against our current core customer and helps us build a profi le so we can go prospecting for that build a profi le so we can go prospecting for that customer.” – Mosaic usercustomer.” – Mosaic user

“Mosaic segments are built on broader and deeper data, so its analysis of customer lifestyles, attitudes and behaviours is more accurate and actionable.” – Mosaic user

CONFIDENTLY FUEL YOUR MARKETING PROGRAMMES WITH MORE ACCURATE SEGMENT DEFINITIONS

In today’s economy, marketers must feel very confi dent that their marketing mix can deliver signifi cant ROI with every campaign. This means making informed decisions based on the collective customer intelligence drawn from the data. Mosaic SA enables superior results through improved accuracy by applying more than 300 data factors to classify the makeup of South Africans and correctly assigning households to specifi c segments and groups.

The new Mosaic SA offers 48 segments and 12 groups and, most importantly, provides better information about what drives these consumers’ lifestyles and priorities. To help marketers understand and act on the data, the new Mosaic SA also defi nes categories of insights around dimensions such as who we are, where we live, how we get by and how we live our lives. This world-class consumer segmentation system uses 13 million South African households to ensure accuracy over time and provides an ideal balance of breadth and granularity.

The key characteristics, behaviours and interests of consumers within each segment help marketers paint a detailed portrait of their target consumers’ preferences, habits and attitudes.

UNIFY CHANNELS, PLATFORMS AND PROCESSES WITH A COMMON CUSTOMER LANGUAGE

The complexity of today’s marketing environment, which includes multiple channels, siloed organisations, numerous agency relationships and disparate systems for managing customer information, can create a fragmented brand experience for consumers. Marketers can improve experiences across the landscape of customer touch-points with a framework that classifi es, describes and targets consumers with a clear, consistent and unifi ed customer value proposition.

Marketers can attract, grow and retain profi table customers by linking together marketing campaigns across traditional and digital marketing channels and improving operational effi ciencies. Mosaic SA also provides the greatest reach across an international network of consumer segmentations to unify a consistent view of target audiences across the world.

MOSAIC SA’S BREADTH OF DATA ASSETS:

• National census database across 80 thousand enumerated areas

• Predictive insights, property characteristics and summarised credit data

• The Mosaic SA Interactive Guide, which brings to life hundreds of behavioural and attitudinal details

• Summarised public credit data

BENEFITS OF MOSAIC SA:

• Improve return on marketing spend • Increase customer retention and long-term relationship value• Realise the benefi ts of smart customer investment decisions

e.g. product placement and branch location

“Mosaic helps us compare our ideal customer against our current core customer and helps us build a profi le so we can go prospecting for that customer.” – Mosaic user

USE MOSAIC SA TO:

• Better describe your target market segments • Improve your ability to reach those target market segments

through optimised channel campaigns• Assist with alignment of merchandising and product offerings

relevant to your customers demographics• Optimise your physical footprint based on relevant customer

penetration and consumer predictions• Ensure consistent consumer experience and engagement

“Mosaic segments are built on broader and “Mosaic segments are built on broader and deeper data, so its analysis of customer deeper data, so its analysis of customer lifestyles, attitudes and behaviours is more lifestyles, attitudes and behaviours is more accurate and actionable.” – Mosaic useraccurate and actionable.” – Mosaic user

“Mosaic helps us compare our ideal customer “Mosaic helps us compare our ideal customer against our current core customer and helps us against our current core customer and helps us build a profi le so we can go prospecting for that build a profi le so we can go prospecting for that customer.” – Mosaic usercustomer.” – Mosaic user

“Mosaic segments are built on broader and deeper data, so its analysis of customer lifestyles, attitudes and behaviours is more accurate and actionable.” – Mosaic user

CONFIDENTLY FUEL YOUR MARKETING PROGRAMMES WITH MORE ACCURATE SEGMENT DEFINITIONS

In today’s economy, marketers must feel very confi dent that their marketing mix can deliver signifi cant ROI with every campaign. This means making informed decisions based on the collective customer intelligence drawn from the data. Mosaic SA enables superior results through improved accuracy by applying more than 300 data factors to classify the makeup of South Africans and correctly assigning households to specifi c segments and groups.

The new Mosaic SA offers 48 segments and 12 groups and, most importantly, provides better information about what drives these consumers’ lifestyles and priorities. To help marketers understand and act on the data, the new Mosaic SA also defi nes categories of insights around dimensions such as who we are, where we live, how we get by and how we live our lives. This world-class consumer segmentation system uses 13 million South African households to ensure accuracy over time and provides an ideal balance of breadth and granularity.

The key characteristics, behaviours and interests of consumers within each segment help marketers paint a detailed portrait of their target consumers’ preferences, habits and attitudes.

UNIFY CHANNELS, PLATFORMS AND PROCESSES WITH A COMMON CUSTOMER LANGUAGE

The complexity of today’s marketing environment, which includes multiple channels, siloed organisations, numerous agency relationships and disparate systems for managing customer information, can create a fragmented brand experience for consumers. Marketers can improve experiences across the landscape of customer touch-points with a framework that classifi es, describes and targets consumers with a clear, consistent and unifi ed customer value proposition.

Marketers can attract, grow and retain profi table customers by linking together marketing campaigns across traditional and digital marketing channels and improving operational effi ciencies. Mosaic SA also provides the greatest reach across an international network of consumer segmentations to unify a consistent view of target audiences across the world.

MOSAIC SA’S BREADTH OF DATA ASSETS:

• National census database across 80 thousand enumerated areas

• Predictive insights, property characteristics and summarised credit data

• The Mosaic SA Interactive Guide, which brings to life hundreds of behavioural and attitudinal details

• Summarised public credit data

BENEFITS OF MOSAIC SA:

• Improve return on marketing spend • Increase customer retention and long-term relationship value• Realise the benefi ts of smart customer investment decisions

e.g. product placement and branch location

“Mosaic helps us compare our ideal customer against our current core customer and helps us build a profi le so we can go prospecting for that customer.” – Mosaic user

USE MOSAIC SA TO:

• Better describe your target market segments • Improve your ability to reach those target market segments

through optimised channel campaigns• Assist with alignment of merchandising and product offerings

relevant to your customers demographics• Optimise your physical footprint based on relevant customer

penetration and consumer predictions• Ensure consistent consumer experience and engagement

MOSAIC SA GROUP AND SEGMENT STRUCTURE

MOSAIC SA DATA SOURCES

THE MOSAIC SA FAMILY TREE

The Mosaic SA family tree illustrates the major demographic and lifestyle polarities between the groups and types, and shows how the Mosaic types relate to each other.

MOSAIC SA GROUP AND SEGMENT STRUCTURE

MOSAIC SA DATA SOURCES

THE MOSAIC SA FAMILY TREE

The Mosaic SA family tree illustrates the major demographic and lifestyle polarities between the groups and types, and shows how the Mosaic types relate to each other.

SOUTHSOUTH

EXPERIAN LTD:South Africa: Experian House, Ballyoaks Offi ce Park, 35 Ballyclare Drive, Bryanston, 2021Tel: 27 (0) 11 799-3400

© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein are the property of their respective owners.July 2012

Accelerated marketing with today’s most advanced consumer lifestyle

segmentation system

CONTACT DETAILS:

Johannesburg: Tel: 011 463 8575 | Address: Building 1, Silverpoint Offi ce Park, Ealing Crescent, Bryanston, Johannesburg

Cape Town:Tel: 021 434 8351 | Address: 502, The Equinox, Main Road, Sea Point, Cape Town

www.p-cubed.co.za

Mosaic South Africa (Mosaic SA): ENGAGING THE SA CONSUMER IN A NEW WAY