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Unformatted text preview: Improves discrimination and allows for the identification of a wide range of consumer behaviors. This “bottom-up” approach enables us to maximize the effectiveness of each input variable depending on its relative importance to the classification and its ability to discriminate. It allows for the optimization of data and creates a classification that is truly best of breed. Data sources Location Geographical resolution In the development of Mosaic, Experian analysts • Population density Mosaic classifies consumers by household and considered more than 600 variables to create the • Rurality neighborhood. This allows you to optimize your Mosaic classifications. Each variable was selected for its discrimination, accuracy and ability to describe the U.S. population while at the same time identify similar consumer behavior, • Urbanization Behaviors and interests use of the segmentation depending on the application. The classification is identical regardless of whether expenditures and attitudes. From the analysis, • Mail responsiveness it is used at a household or neighborhood level. more than 300 variables were selected, including • Mail-order buyer This ensures continuity and makes the more than 70 household characteristics from Experian's INSOURCE database. These account for 80 percent of the weighting factor. Demographic • Age • Ethnicity • Children/parenting products classification easy to implement. • Credit cards Complementary data • Charitable contributions A key benefit of Mosaic is the ability to link to • Internet/Computer/Technology • Survey data syndicated survey data which provides a wealth of consumer behavior, media preferences, attitudes and opinions about each Mosaic type and group. Mosaic has been integrated with Experian • Household size Research Services’ National Consumer Survey; • Income Mediamark Research Inc.; and other consumer • Marital status • Presence of children Socio-economics • Commute • Education • Employment • Language spoken • Industry • Occupation • Social status Property characteristics • Amenities • Dwelling type • Housing value • Length of residence • Rent • Year built data and survey providers to generate a rich profile of consumers. Mosaic can be linked to any customer or syndicated survey. Affluent Suburbia A m e r i c a ’s W e a l t h i e s t Dream Weavers White-collar Suburbia Upscale Suburbanites Mosaic USA Groups and Types Mosaic classifies households in the United States by allocating them to one of 60 types and 12 groups. Enterprising Couples Small-town Success Type Type Description A01 America’s Wealthiest 1.14 Status-conscious Consumers A02 Dream Weavers 1.74 Affluent Urban Professionals A03 White-collar Suburbia 1.43 Urban Commuter Families A04 Upscale Suburbanites 0.84 Solid Suburban Life A05 Enterprising Couples 0.84 Second-generation Success A06 Small-town Success 2.38 Successful Suburbia A07 New Suburbia Families 2.82 B01 Status-conscious Consumers 1.55 B02 Affluent Urban Professionals 1.44 Suburban Optimists B03 Urban Commuter Families 6.33 Family Convenience B04 Solid Suburban Life 0.63 Mid-market Enterprise B05 Second-generation Success 2.40 Blue-collar Backbone B06 Successful Suburbia 0.91 C01 Second City Homebodies 0.74 C02 Prime Middle America 3.52 C03 Suburban Optimists 0.61 C04 Family Convenience 1.93 C05 Mid-market Enterprise 0.84 D01 Nuevo Hispanic Families 2.73 Professional Urbanites D02 Working Rural Communities 1.06 Suburban Advantage D03 Lower-income Essentials 0.83 American Great Outdoors D04 Small-city Endeavors 1.95 E01 Ethnic Urban Mix 1.89 E02 Urban Blues 1.74 E03 Professional Urbanites 2.09 E04 Suburban Advantage 1.15 Urban Grit E05 American Great Outdoors 1.37 Grass-roots Living E06 Mature America 1.48 F01 Steadfast Conservatives 6.51 Hardy Rural Families F02 Moderate Conventionalists 1.60 Rural Southern Living F03 Southern Blues 0.92 Coal and Crops F04 Urban Grit 0.55 F05 Grass-roots Living 1.05 G01 Hardy Rural Families 2.70 Minority Metro Communities G02 Rural Southern Living 2.71 Stable Careers G03 Coal and Crops 1.81 Aspiring Hispania G04 Native Americana 0.18 H01 Young Cosmopolitans 3.22 I...
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This note was uploaded on 02/07/2014 for the course MIS 304 taught by Professor Mejias during the Spring '07 term at University of Arizona- Tucson.

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