• October 12, 2006
  • By Marshall Lager, founder and managing principal, Third Idea Consulting; contributor, CRM magazine

Experian Uses Smaller Stones in Its Mosaic, and Acquires More

Global information solutions provider Experian today launched Mosaic Household, a customer segmentation product that helps marketers understand where customers and prospects live, what products they purchase, their media choices, channel preferences, values, and attitudes. Mosaic Household classifies all U.S. households into 60 types and 12 lifestyle groups, sharing similar demographic, socioeconomic and behavioral characteristics. Mosaic Household is part of Experian's consumer segmentation solution, Mosaic USA, which leverages Experian's consumer information assets with attitudinal, behavioral and transactional data on more than 110 million U.S. households, along with Experian Research Services' National Consumer Survey, according to the company. Mosaic USA is itself part of Mosaic Global, a lifestyle segmentation system that Experian claims classifies a billion people in 26 countries and provides the unique ability to extend consumer targeting globally. According to Experian, Mosaic Household has been developed to meet ever more complex marketing needs. Today's marketers are challenged with managing the multidimensional and multichannel behaviors of their customers and prospects. By classifying every U.S. consumer by household demographic, socioeconomic, and behavioral characteristics, Experian believes Mosaic helps businesses understand and communicate with consumers more effectively. "Mosaic Household provides marketers with a sophisticated lifestyle segmentation tool, with which to understand consumers and target them with relevant offers," said Richard Holt, president of Experian Business Strategies, in a written statement. "Mosaic links Experian's industry recognized consumer information assets to Experian's renowned customer segmentation techniques, bringing the added layer of sophistication that today's marketers demand." In other Experian news this week, on Monday the firm signed an agreement to acquire Krediidiinfo, the primary consumer and commercial credit information group in Estonia. The company operates business and consumer credit bureaus, and offers credit management and B2B marketing services. Krediidiinfo's clients include financial services providers, utilities, telecommunications, and retail companies, as well as many Nordic banks with operations in Estonia. Richard Fiddis, Experian's managing director for Ireland, Northern Europe, and the United Kingdom, and said of the acquisition, "Experian is already well established in the Nordic region, where we provide major banks and other organizations with decision support solutions, market and economic analytics, fraud prevention and consumer and commercial credit information services. Our clients in the region have benefited from Experian's expertise in application processing, fraud prevention and customer management solutions, and by combining these with the products, local knowledge, and reputation of Krediidiinfo, we can offer our clients in Estonia the broadest range of solutions." Related articles: Marketers Talk About Targeting Nirvana
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