Mosaic. The consumer classification solution South East Asia Singapore Malaysia Indonesia

Transcription

1 Mosaic The consumer classification solution South East Asia Singapore Malaysia Indonesia

2 Welcome to Mosaic Actionable consumer insight that you need Behind every customer is an individual. Mosaic means you can start treating them that way. It gives you the intelligence you need to reach the right people with the right message at the right time every time. Did you know? 84% of people would walk away from a company that doesn t listen Mosaic is Experian s most comprehensive consumer classification, built for today s hyper-connected world. Using new data and analytical methods, you get deeper insights on consumer lifestyles and behaviour to help you make more informed marketing decisions. The benefits to you: Personalise your customer experience to improve retention and increase your share of wallet Know your target audiences and engage with them across channels to strengthen brand awareness and drive new customer acquisition Understand geographic concentrations of your best customers to optimise your location footprint. Behind every customer is an individual. Mosaic means you can start treating them that way

3 What is Mosaic? The population continues to change. A seismic shift in the use of technology fundamentally changes the way consumers engage with brands. Mosaic gives you a picture of today s South East Asia consumer, reflecting the latest consumer and societal trends. Over a million pieces of information across hundreds of data points are condensed using the latest analytical techniques to identify summary groups and detailed types that are easy to interpret and understand. Mosaic is real It provides you with the context behind the decisions that consumers make; critical if you want to build strong, long-term relationships with the individuals who are most valuable to your business. Mosaic is actionable You can deliver relevant content to the right people across the channel mix. From targeted digital advertising to store location planning, you can integrate Mosaic into your current marketing tools to maximise the value of your customer insight. Mosaic is relevant With the latest demographic and behavioural trends, it gives an accurate reflection of the South East Asia consumer of today, and tomorrow. The benefits to you: Use Mosaic to enrich what you already know about your customers and put it into a new context that helps you make better decisions about how to communicate with them Help your entire business get to know who your customers are so you can put them at the heart of what you do. As part of ongoing in depth data analysis, Experian has identified some key demographic changes that influence consumer behaviour: A significant increase in private renting driven by lifestyle choice and cost of living, which changes the locations in which individuals are choosing to live A rise in mid-life singles across the affluence spectrum placing very different demands on brands A change in the lifestyles of retired people, driving an increase in demand for access to leisure and entertainment in less traditional retirement locations. Mosaic is yours You can combine your own customer insight with Mosaic and create customised consumer segments that can be used across your business to really understand your customers and deliver focused customer service. The Active Singapore Individual Targeting Tool presents us with a view, which is at once comprehensive and detailed, of Singapore s attitudes and behaviours with regard to physical activity and sports. The Mosaic neighbourhood classifications and segmentation enable us to better prioritise our resources, more effectively target our communications to the right groups, and make plans for the future that will best serve our diverse and growing communities. Andrew Leong, Deputy Director Marketing Services Singapore Sports Council

4 Channels Mosaic enables consistent targeting across a multitude of on and off-line channels. Did you know? 70% of consumers say is their preferred choice of communication channel, when being contacted by companies Telemarketing Digital advertising Mobile TV & video on demand Location planning & design Out of home Direct mail and more Mosaic: the common currency for broad range of applications Nowadays, most organisations engage their target audiences across multiple channels, with marketing campaigns that often use different targeting methods for each channel. The risk is that you can end up talking to the same customer in different ways, about different things, in different places. By consistently segmenting people according to their characteristics and behaviour, you can instead talk confidently about the things that matter to them, using the channel they are most likely to respond to. Mosaic is more than a sociodemographic segmentation and is even more relevant today than when first created over 30 years ago. By giving you a clear picture of who consumers are, where they are and what they want, Mosaic offers actionable consumer insight that is focused on the individual, rather than the channel. Mosaic s consistent classification works as a common currency across all channels, underpinning the whole of your marketing activity. Backed by relevant and up-to-date consumer insight, Mosaic enables you to plan and measure campaigns to your target audiences consistently across all the different channels at your disposal.

5 Mail, telephone, mobile and Identify the consumers that are most responsive to different direct marketing channels and tailor your offer and creative based on Mosaic. Digital and mobile advertising Use Mosaic to define your target audiences and serve differentiated advertising based on relevant insights to optimise the return on your media spend. TV advertising Increase brand awareness with your core audiences by using Mosaic to deliver targeted ads via digital and on-demand boxes. Locations Mosaic helps you plan where you should have a physical presence and understand how catchment profiles have an impact on your in-store sales performance. Mosaic gives you a framework that unlocks unique consumer insight for use across all channels, staying consistent regardless of the media you are using. The benefits to you: Look beyond channel-specific differences to target different individuals and households and allocate your online and offline media spend to best effect View a single detailed profile of each group to easily create consistent messages whether you re in marketing, sales or CRM Get more from your marketing by bringing marketing activity together under one classification system. Did you know? 52% of consumers would walk away from a company that tried to sell them something they had already refused Did you know? 74% would respond positively to companies that understand them

6 How can Mosaic help you? By providing you with rich and detailed consumer insights, Mosaic can help you to: Personalise your customer experience When used effectively, Mosaic underpins the key decisions a brand makes about how they engage with their customers. From determining the most appropriate products or services to offer, through to the most appropriate way to communicate with them, Mosaic helps to improve retention and increase your share of wallet. The insight Mosaic offers when combined with your own data can be used across your organisation right up to the boardroom to get an in depth understanding of who your customers are and put them at the heart of your business decisions. Strengthen brand awareness and new customer acquisition Mosaic helps you understand who your customers are, and how to reach more people like them. The ability to consistently target and reach audiences with relevant content across direct and indirect channels ensures the right individuals are receiving your message. This helps you build your brand presence and ensure you are acquiring the right type of customer to achieve your marketing goals. Optimise your location footprint Widely used by retail and leisure brands, Mosaic helps determine where there are the highest concentrations of your best customers in order to find the right locations for new stores, facilities and branches. Furthermore, through detailed catchment analysis, you will also be able to optimise resources and ensure you have the right product mix to meet the demands of your customers and drive sales growth. Make your job easier With a deeper understanding of your customers you can make better decisions on how to engage and treat them fairly. Whether you work in marketing, operations, customer services or are on the board, Mosaic is designed to make your job easier. This portal is currently available for Singapore only

7 This portal is currently available for Singapore only The easy-to-use and interactive Mosaic visualisation tool to help you get to know the segments that are most relevant to you Animations for the Groups and Types to help you articulate to your business stakeholders who your target segments are This portal is currently available for Singapore only Data visualisations give you a clearer view Despite the depth and detail of its data, Mosaic is simple and intuitive to use. User-friendly visualisations bring consumer Groups and Types to life like never before. This portal is currently available for Singapore only

8 Mosaic Classifications Accurately segment your customers with our consistent classification system to anticipate their behaviour, environment and preferences. Singapore A01 Corporate Principals High-flyers in the most prestigious housing areas affording luxurious lifestyles ACity Prosperity A02 Prime Professionals Top echelon professionals and retirees in prime residential districts Influential families with global outlook and significant assets in prime central neighbourhoods A03 Expat Living Wealthy foreigners in corporate directorate roles B04 Downtown Urbanites Local and expatriate city-dwellers who enjoy modern comforts BPrestige Positions B05 Elder Kakis Small ethnic households which are financially stable but less socially integrated Career professionals living fastpaced cosmopolitan lifestyles in city residences B06 Upscale Foreign Talent Younger expatriates living a downtown and upscale cosmopolitan life C07 Secure Solitude People in later life stages living quiet lives in old neighbourhoods CCountry Living Older well-to-do families leading leisurely lives in mature lowdensity districts C08 Grown Suburbs Families in comfortable suburban housing C09 Serene Landed Well-to-do residents in leafy green landed homes C10 Mature Ageing Mature and elderly Singaporeans in older landed housing clusters D11 Modern Suburbanites Families of various ethnic backgrounds in hip suburban districts DRural Reality D12 Rooted Habitats Comfortable middle-rung residents living in estates on city outskirts Larger families from upper middle income brackets with children in established housing estates D13 Happy Families Middle-aged families with children in well situated housing estates

9 E14 Established Expectations Mainstream Chinese families in outlying estates ESenior Security E15 Retired Baby Boomers Older retirees in highly central and well connected neighbourhoods Mainstream families in older central housing estates E16 Classic Grandparents Families with upward mobility in HDB flats F Suburban Stability Multi-racial and multigenerational families living in peripheral estates F17 F18 F19 Knitted Kampongnites Youthful Singapore Enlarging Households Larger, Malay families in multi-cultural neighbourhoods Young adults living in newer housing estates with condominium look and feel Growing families balancing work and family needs F20 Stable Generations Self-sufficient people living in the heartlands G21 Fledgling Upstarts Individuals striving to start careers and new households G22 Optimistic Twosomes Recently set up families in newer housing estates GDomestic Success Younger households with modern aspirations G23 Early Homemakers Multi-generational families with a younger family under one roof G24 Moderate Heartlanders Malay families with young children in populated housing areas H25 Skilled Labourers Working class families from the construction, transport, manufacturing sectors HAspiring Homemakers H26 Striving Gogetters Young blue-collar workers living aspirational urban lifestyles Ethnic enclaves in high-density heartlands H27 Stagnant Bluecollars Low-income families with low upward mobility

10 I Family Basics I28 Asian Traditions Chinese and Indian enclaves in older HDB estates I29 Time Warped Old-timers Elderly Singaporeans living at subsistence levels Older people living at subsistence level in small densely populated quarters I30 Day-to-day Troopers Poorer neighbourhoods with small cluttered flats

11 Malaysia A Mature business people with the highest status A01 A02 A03 Highly affluent middle-aged business people Affluent suburbanite commuters from a Chinese background Well-off, mature manufacturing managers B Young, well-off city centre renters B04 B05 Well-educated, city centre singles Comfortable city centre renters B06 Young, single renters on the outskirts C Families commuting from the suburbs C07 C08 C09 Younger, outer-suburban manufacturing workers Older, outer-suburban couples Hard working couples from the outer-suburbs D Middle-aged suburbanites D10 D11 Low income, middle-aged Malay couples with children Young suburbanites from East Malaysia D12 Middle-aged sharers and couples with average income

12 E Young Malays starting out E13 E14 E15 Young, low paid singles in coastal cities of the North East Low paid, Malay service workers in North East Low income, Malay families with children on city outskirts F Multigenerational families close to commuter links F16 F17 Traditional Malay families on the urban fringes Well-located multigenerational, Malay families G Traditional town-dwelling families G18 G19 G20 Multigenerational families in East Malaysian towns Bumiputera multigenerational families in distant city outskirts Malay town-dwellers with basic education H Families in remote tourist areas H21 H22 Bumiputera families in local and tourist industry Remote families, close to transport routes I23 Public sector workers with children in East Malaysia I Very remote farming families I24 Remote farming families and public workers I25 Very remote, low income farming families with basic education

13 Indonesia A Successful Metropolitans Highly educated, wealthy professionals living in desirable areas of the city A01 A02 Exclusive Elite Privileged Neighbourhoods The most highly educated city professionals living in Jakarta s wealthiest neighbourhoods Professional households in desirable urban neighbourhoods benefiting from the country s economic expansion B Aspirational Millennials Young professionals and students living in regional centres with good education and career opportunities B03 B04 B05 Colonial Centres Flexible Ambitions Student Living Westernised city dwellers making the most of fast-paced lives with high levels of European ancestry Young people moving to regional centres for economic or educational opportunities University locations with good transport links and potential career opportunities in the surrounding areas C City Workforce Hard-working lower middle class service and industrial workers with modest levels of education C06 C07 C08 Skilled Workers Self-made Aspiration Industrial Workers Lower middle class and skilled workers located in regions with high levels of industry and tourism Hard-working singles and families with above average incomes but whose opportunities and ability to accrue wealth may be limited to patronage Industrial workers with modest levels of education located close to the workplace D09 Suburban Fringe Estates Commuters enjoying the benefits of living in well-connected leafy suburbs D Provincial Dynasty Older families in secure, stable employment benefiting from shared resources D10 D11 D12 Regional Prosperity Multi-generational Living Twilight Career Wealth Degree educated young adults with families enjoying a slower pace of life in regional cities Large families in distant regional centres enjoying the benefits of shared resources Wealthy seniors reaping the professional rewards of economic growth located in urban fringes

14 E Satellite Economy E13 Comfortable Commuter Belt Mature singles and families who have chosen to commute to work with a higher standard of living beyond the city limits Multi-generational famililes commuting beyond the city limits, living in large upmarket properties E14 Up and Coming Suburbia Expanding suburban areas populated by young families benefiting from their proximity to large industrial areas F Local Specialists Young families living in developing areas and working in low skilled, seasonal jobs with a good standard of living F15 F16 F17 Industrial Heartland Provincial Processing Resource Frontier Young people and families on average incomes making a living in low value manufacturing and seasonal work Coastal and inland communities generally in low skilled seasonal work Young families located in areas of natural resource extraction with a good standard of living G Primary Producers G18 Empty Nesters Successful villages where people live to an old age and can afford a good standard of living Older families and empty nesters living in productive farming areas with modest living conditions G19 Farming Communities Extended families living in productive farming areas with modest living standards H20 Successful Cultivation Productive agriculture communities with large properties and good infrastructure, supplying nearby cities H Rural Labour H21 Intensive Farming Java based casual labourers working in large scale farming businesses Java based families working in productive agriculture areas living in moderately-sized properties with basic facilities H22 Foothill Communities Multi-generational families with small plantations in foothill locations H23 Backwater Opportunists Young families with poor job security struggling to make ends meet in challenging marginal areas

15 I Remote Communities I24 I25 Rainforest Opportunists Self-reliant Settlements Tribal families living in remote locations making the most of opportunities associated with mining and agriculture Traditional plantation and forested areas with limited links to mainstream society Large families living in remote areas with limited connections to mainstream society I26 Tribal Subsistence Secluded communities living in the most inaccessible areas with few outside connections

16 About Experian Experian is the world s leading global information services company. During life s big moments from buying a home or a car, to sending a child to college, to growing a business by connecting with new customers we empower consumers and our clients to manage their data with confidence. We help individuals to take financial control and access financial services, businesses to make smarter decisions and thrive, lenders to lend more responsibly, and organisations to prevent identity fraud and crime. We have more than 16,000 people operating across 37 countries and every day we re investing in new technologies, talented people and innovation to help all our clients maximize every opportunity. We are listed on the London Stock Exchange (EXPN) and are a constituent of the FTSE 100 Index. Why Experian Data Quality and Targeting? Experian Data Quality and Targeting is a global leader in providing data quality software and services. We help our customers proactively manage the quality of their data through world class validation, matching, enrichment and profiling capabilities. With flexible SaaS and on-premise deployment models, Experian Data Quality management tools and services allow our customers to have the confidence to use their data as a strategic asset. Whether your business is large or small, we want to help you unlock the real value of your data so you can make meaningful decisions. From insurance to travel to banking sectors, we re helping organisations connect with their customers, understand trends and plan for the future. Experian, All rights reserved The word "EXPERIAN" and the graphical device are trade marks of Experian and/or its associated companies and may be registered in the EU, USA and other countries. The graphical device is a design of Experian and/or its associated companies and may be registered. All rights reserved.