an introduction to customer profiling using mosaic

8/6/2019 An Introduction to Customer Profiling Using Mosaic

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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)


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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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

an introduction to customer profiling using mosaic

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