An introduction to customer profiling using MOSAIC.

Michael Soper, Research Manager

Introduction
What is MOSAIC - Description - examples - what do we get Applications - Various approaches - Problem analysis - Customer profiling - Customer Insight

What is MOSAIC?
One of a small number of demographic profiling tools (ACORN) Sorts each address into one of 11 groups and 61 types. Provides detailed information on each group and type.

MOSAIC Representations

Examples Who are you?

A2
- Group A: Career professionals living in sort after locations - Type A2: Highly educated senior professionals many working in the media, politics and law. Summary: Well to do professionals living in expensive family homes. They are well to do and general live healthy and active lives. This people are very concerned about the environment but tend to use their money to make and impact rather than change their lifestyles. Where in Cambridgeshire? Cambridge (2,700 hhlds)

Examples Who are you?

C17
- Group C: - Type C17: Small business proprietors living in low density estates in smaller communities Summary: Type C17 live in quiet small estates mostly built since 1945 in market towns. These estates are typically home to local professionals and small business proprietors. There is a mix of educational background and they tend to earn comfortable incomes. When asked about the environment they show some concern however their environmental views are not strongly held. Where in Cambridgeshire? East Cambs 17.8% (top local authority in Britain) Chatteris, Ely, March, Soham.

Examples Who are you?

K59
- Group K : People living in rural areas far from urbanisation - Type K59 : Country people living in still agriculturally active villages, mostly in lowland locations. Summary: Found in lowland Britain, in communities largely unaffected by urban commuters, wealthy pensioners, weekenders or summer holidaymakers. Neighbourhoods of the type K59 contain a relatively large proportion of people employed in agriculture, 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 named and described using household survey information e.g. Family Expenditure Survey (MORI) Segmentation and descriptions are then tested using further market research / surveys.

Criticisms
Based on Birds of a feather flock together but I am not like my neighbours!! (based on the probability that you are) 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 on between censuses). Not useful for trend analysis Ethical problems with naming and labelling households (rename)

What do we get?
Household level dataset classifying every hshld into 11 groups / 61 types Additional Postcode level dataset Access to MOSAIC public sector knowledge base.

What do we get? - Data Table

Postal address / Postcode MOSAIC Household type / group MOSAIC Postcode type / group 331,427 records (inc Peterborough)

E31. Well educated singles and childless couples colonising the inner city areas of provincial cities.

H46. Residents in 1930s/1950s Council estates. Now mostly owner occupied.

F35: Young people renting hard to let social housing often in disadvantaged inner city locations

J52: Better off older people, singles and childless couples in developments of private flats

F36: High density social housing, with high levels of diversity. A05: Senior professionals and managers living in the suburbs of major regional centres

What do we get? - Support

Multi-media guide Written material Grand Index (the numbers) Base populations for comparison User groups

Applications
Problem analysis Area profiling Customer profiling Customer Insight

Problem Analysis. Burglary in Wisbech

Problem Analysis. Burglary in Wisbech MOSIAC Profile of Wisbech Burglary Victims

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Group D: 55 Burglaries D24:Low income families living in terraced housing More likely to be victims of burglary D25:Town Centres of small market towns containing many hostels D23:Owners of affordable terraces

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105 Index Score

Group H:25 Burglaries H44:Manual workers, in low rise houses H47:Social housing, typically in 'new towns.

100 A 95 B C D E F G H I J K U

90

Group F:18 Burglaries F37:Low income families living in social housing (flats) F39:Older people in social housing (flats)
Less likely to be victims of burglary

85 MOSAIC Group

Problem Analysis. Burglary in Wisbech

Proposed initiative Use of Smart Water Information on locations / groups being used to tailor the campaign (Smart Water offered free of cost) Parallels with Cambridgeshire Fire and Rescue Service analysis of the victims of house fires.

Customer Profiling. Fruit & Veg in Waveney

Sarah Barnes, Health Improvement Practitioner, Gt Yarmouth & Waveney PC

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Development of a Mobile Service

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 other museum services and the fact that there is a service choice to be made.

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Customer Insight
Birmingham Whole hearted commitment to customer insight Customer Insight Protocol (how they do it) Four main components of Customer Insight

Customer Insight
Customer Segmentation To group customers with similar characteristics and service needs Build Customer Knowledge To help us understand what our customers need and want Develop Customer Strategy To treat our customers differently according to their needs and preferences Manage Communication To inform the right people at the right time and show we are listening Better informed strategy Better served customers Residents needs better met More satisfied residents Increased staff satisfaction Improved approach to equality, diversity amd social inclusion Raise authority reputation

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Customer Segmentation
MOSAIC as a starting point Adapt this into a Birmingham Segmentation, with local descriptions Profile Birmingham in terms of customer needs and channel preferences Wide communication on the groups within the organisation.

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 started
Limited 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 Knowledgebase www.publicsectorknowledgebase.co.uk User name: publicsector@uk.experian.com Password: Public1 The link to the ESD Toolkit is <http://www.esd.org.uk/esdtoolkit/default.as px>. You will need to register a new account and await confirmation of your password. Liaise with Web Channel Team

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