Example Client. Example Agency. Experian Contact Details. Debbie Blackburn

Transcription

1 Example Client Example Agency Experian Contact Details Debbie Blackburn

2 About this Pack Experian are constantly reviewing the market to ensure our customers can access the best available data and solutions. Experian have developed solutions that will support all areas of the agency proposition from the pitch stage process through to creative design, insight and data planning; which in turn will help in growing and managing key client relationships in the online and offline world. Listening to feedback from our clients there is little support offered within the industry to agency and partners in the initial pitch stage process. Experian have made a strategic decision to provide this crucial insight to support the pitch process in order to demonstrate a true partnership approach and to enable agencies to demonstrate their full range of services based on data intelligence provided. This pack has been specifically designed to support our strategic agencies and partners and contains the following information:- Mosaic Profile Mosaic has proven time and time again to be the most accurate and effective lifestyle classification system. Clients are looking to gain a greater understanding of their customer/supporter base and by using Mosaic they can quickly append lifestyle and demographic information to enable more accurate targeting. Mosaic is a common currency to plan, deploy and measure marketing messages to target audiences across all channels Today s consumers expects consistent, coordinated and meaningful cross-channel marketing and Experian's Mosaic Classification will prove key to providing insight into both the online and offline world. The profile contained within the pack will be based on the customer data provided or if this is not readily available based on the results of a targeted data selection. Prospect Report ConsumerView provides a definitive and consistent view of the UK adult population, containing accurate cross channel contact data aligned with in depth insight to drive improved consumer marketing engagement. It also incorporates Experian s Lifestyle (actual) data to create a 360 degree view of today s consumer. The report shows the available volume of data for , postal and telemarketing campaigns split by Mosaic type. Combining this information with the results of the profile will enable you to estimate the volume of data available for your clients campaign and calculate the estimated market size. Prospect Map Based on the results of the profile report, the prospect map visualises the areas of opportunity across the UK based on the top over indexing Mosaic types. Therefore which areas of the UK represent the greatest opportunities for acquisition purposes. Profile Map The profile map shows geographically the location of existing customers (hot to cold) by Mosaic type and thus highlighting areas of opportunity and focus. Data Cleansing Overview Experian Intact is an online tool that utilises industry leading suppression files for database cleansing, as well as providing data enhancement services including age, marital status, income and a host of geo-demographic information. This report provides a high level overview of the cleanliness of the current customer base (if provided)

3 Mosaic Group Profile Mosaic Groups Your Clients % Adults 18+ % A City Prosperity ,091, B Prestige Positions ,832, C Country Living - - 3,451, D Rural Reality - - 3,361, E Senior Security ,969, F Suburban Stability ,169, G Domestic Success ,371, H Aspiring Homemakers ,738, I Family Basics ,837, J Transient Renters 1, ,813, K Municipal Challenge 1, ,903, L Vintage Value 1, ,762, M Modest Traditions ,437, N Urban Cohesion ,788, O Rental Hubs 1, ,737, Total 8, ,264, Pen. % Index A City Prosperity B Prestige Positions C Country Living D Rural Reality High value properties High value detached homes Rural locations Rural locations Central city areas Married couples Well-off homeowners Village and outlying houses High status jobs Managerial and senior positions Attractive detached homes Agricultural employment Low car ownership Supporting students and older children Higher self-employment Most are homeowners High mobile phone spend High assets and investments High car ownership Affordable value homes High Internet use Online shopping and banking High use of Internet Slow Internet speeds E Senior Security F Suburban Stability G Domestic Success H Aspiring Homemakers Elderly singles and couples Older families Families with children Younger households Homeowners Some adult children at home Upmarket suburban homes Full-time employment Comfortable homes Suburban mid-range homes Owned with a mortgage Private suburbs Additional pensions above state 3 bedrooms 3 or 4 bedrooms Affordable housing costs Don't like new technology Have lived at same address some years High Internet use Starter salaries Low mileage drivers Research on Internet Own new technology Buy and sell on ebay I Family Basics J Transient Renters K Municipal Challenge L Vintage Value Families with children Private renters Social renters Elderly Aged 25 to 40 Low length of residence Low cost housing Living alone Limited resources Low cost housing Challenged neighbourhoods Low income Some own low cost homes Singles and sharers Few employment options Small houses and flats Some rent from social landlords Older terraces Low income Need support Squeezed budgets Few landline telephones Mobile phones Low technology use M Modest Traditions N Urban Cohesion O Rental Hubs Mature age Settled extended families Aged Homeowners City suburbs Private renting Affordable housing Multicultural Singles and sharers Kids are grown up Own 3 bedroom homes Urban locations Suburban locations Sense of community Young neighbourhoods Modest income Younger generation love technology High use of smartphones

4 Mosaic Types Your Clients A01 World-Class Wealth , A02 Uptown Elite , A03 Penthouse Chic , A04 Metro High-Flyers , B05 Premium Fortunes , B06 Diamond Days , B07 Alpha Families , B08 Bank of Mum and Dad , B09 Empty-Nest Adventure , C10 Wealthy Landowners , C11 Rural Vogue , C12 Scattered Homesteads , C13 Village Retirement - - 1,102, D14 Satellite Settlers - - 1,143, D15 Local Focus - - 1,012, D16 Outlying Seniors , D17 Far-Flung Outposts , E18 Legacy Elders , E19 Bungalow Haven ,279, E20 Classic Grandparents , E21 Solo Retirees , F22 Boomerang Boarders , F23 Family Ties ,242, F24 Fledgling Free , F25 Dependable Me , G26 Cafés and Catchments ,014, G27 Thriving Independence , G28 Modern Parents ,230, G29 Mid-Career Convention ,177, H30 Primary Ambitions ,285, H31 Affordable Fringe ,434, H32 First-Rung Futures , H33 Contemporary Starts , H34 New Foundations , H35 Flying Solo , I36 Solid Economy ,184, I37 Budget Generations , I38 Childcare Squeeze , I39 Families with Needs ,197, J40 Make Do & Move On , J41 Disconnected Youth , J42 Midlife Stopgap , J43 Renting a Room , K44 Inner City Stalwarts , K45 Crowded Kaleidoscope , K46 High Rise Residents , K47 Streetwise Singles , K48 Low Income Workers , L49 Dependent Greys , L50 Pocket Pensions , L51 Aided Elderly , L52 Estate Veterans , L53 Seasoned Survivors , M54 Down-to-Earth Owners , M55 Offspring Overspill ,045, M56 Self Supporters , N57 Community Elders , N58 Cultural Comfort , N59 Asian Heritage , N60 Ageing Access , O61 Career Builders , O62 Central Pulse , O63 Flexible Workforce , O64 Bus-Route Renters , O65 Learners & Earners , O66 Student Scene , % Adults 18+ % Pen. % Index Mosaic Profile Total 8, ,264,

5 Profile Reports Explained: A profile report allows you to understand the characteristics of a customer / prospect file or a geographical catchment, compared to a comparison file or area known as a base. Target: The number of records of your chosen customers as a Mosaic count. Target Percentage: The number of records of your chosen customers that fall within each Mosaic group as a percentage of the Target total. This can be used to identify the key groups that your customers belong to. Penetration Percentage: Shows the proportion of the Base that is made up of the Target population, split by mosaic group. Use this to see the share of each Mosaic group that you attract as customers. M o saic T ypes Yo ur C lients UK P o pulatio n P en. % Index A01 World-Class Wealth , A02 Uptow n Elite , A03 Penthouse Chic , A04 Metro High-Flyers , B05 Premium Fortunes , B06 Diamond Days , B07 Alpha Families ,098, B08 Bank of Mum and Dad ,033, B09 Empty-Nest Adventure ,055, C10 Wealthy Landow ners ,200, C11 Rural Vogue , C12 Scattered Homesteads , C13 Village Retirement ,337, D14 Satellite Settlers ,404, D15 Local Focus ,313, D16 Outlying Seniors ,169, D17 Far-Flung Outposts , E18 Legacy Elders ,078, E19 Bungalow Haven ,460, E20 Classic Grandparents ,128, E21 Solo Retirees ,098, F22 Boomerang Boarders , F23 Family Ties ,604, F24 Fledgling Free , F25 Dependable Me , % % Base: The number of records of your chosen comparison population Base Percentage: The number of records in your chosen comparison population that fall within each Mosaic group as a Index: Shows how close the the Target percentage is to the Base percentage. An index of 100 means the target percentage is equal to the base. Less than 100: There is a lower target percentage than the base percentage Greater than 100: There is a higher target percentage than the base percentage Index Value Graph: Shows the index value visually. The centre line equals 100 where the target percentage and base percentage are equal. Left of Centre: Target percentage is lower than the base percentage. Right of centre: The target percentage is higher than the base percentage. Greater than a 100 means that you have a higher percentage of customers in the group than you would expect compared to

6 Target Customer Map High Low

7 Prospect Report Total Mailable Prospects Prospects Telephone Prospects Mosaic Types Households Prospects Share Prospects Share Prospects Share A01 World-Class Wealth 156,284 85, % 39, % 4, % A02 Uptown Elite 385, , % 129, % 11, % A03 Penthouse Chic 149,082 56, % 20, % 2, % A04 Metro High-Flyers 423, , % 105, % 9, % B05 Premium Fortunes 247, , % 111, % 8, % B06 Diamond Days 364, , % 141, % 12, % B07 Alpha Families 398, , % 197, % 14, % B08 Bank of Mum and Dad 372, , % 216, % 14, % B09 Empty-Nest Adventure 425, , % 204, % 16, % C10 Wealthy Landowners 471, , % 171, % 15, % C11 Rural Vogue 285, , % 122, % 9, % C12 Scattered Homesteads 373, , % 119, % 12, % C13 Village Retirement 583, , % 210, % 20, % D14 Satellite Settlers 607, , % 255, % 22, % D15 Local Focus 527, , % 299, % 20, % D16 Outlying Seniors 533, , % 224, % 20, % D17 Far-Flung Outposts 140, , % 56, % 5, % E18 Legacy Elders 476, , % 175, % 17, % E19 Bungalow Haven 758, , % 231, % 28, % E20 Classic Grandparents 480, , % 230, % 19, % E21 Solo Retirees 493, , % 222, % 19, % F22 Boomerang Boarders 410, , % 208, % 15, % F23 Family Ties 587, , % 387, % 23, % F24 Fledgling Free 295, , % 154, % 11, % F25 Dependable Me 296, , % 143, % 11, % G26 Cafés and Catchments 474, , % 243, % 17, % G27 Thriving Independence 498, , % 223, % 18, % G28 Modern Parents 583, , % 398, % 23, % G29 Mid-Career Convention 574, , % 317, % 22, % H30 Primary Ambitions 669, , % 406, % 26, % H31 Affordable Fringe 714, , % 457, % 29, % H32 First-Rung Futures 370, , % 179, % 14, % H33 Contemporary Starts 418, , % 238, % 15, % H34 New Foundations 117,713 44, % 26, % 2, % H35 Flying Solo 200, , % 94, % 7, % I36 Solid Economy 599, , % 412, % 24, % I37 Budget Generations 360, , % 253, % 15, % I38 Childcare Squeeze 391, , % 258, % 16, % I39 Families with Needs 651, , % 449, % 27, % J40 Make Do & Move On 403, , % 211, % 16, % J41 Disconnected Youth 209, , % 104, % 7, % J42 Midlife Stopgap 533, , % 254, % 19, % J43 Renting a Room 508, , % 211, % 16, % K44 Inner City Stalwarts 252, , % 83, % 8, % K45 Crowded Kaleidoscope 308, , % 132, % 11, % K46 High Rise Residents 148, , % 41, % 5, % K47 Streetwise Singles 557, , % 210, % 20, % K48 Low Income Workers 521, , % 296, % 22, % L49 Dependent Greys 369, , % 69, % 13, % L50 Pocket Pensions 430, , % 79, % 16, % L51 Aided Elderly 320, , % 42, % 10, % L52 Estate Veterans 446, , % 220, % 18, % L53 Seasoned Survivors 338, , % 156, % 13, % M54 Down-to-Earth Owners 412, , % 220, % 17, % M55 Offspring Overspill 545, , % 322, % 22, % M56 Self Supporters 373, , % 188, % 14, % N57 Community Elders 335, , % 189, % 13, % N58 Cultural Comfort 329, , % 195, % 13, % N59 Asian Heritage 284, , % 151, % 11, % N60 Ageing Access 349, , % 111, % 10, % O61 Career Builders 365, , % 123, % 11, % O62 Central Pulse 358, , % 78, % 7, % O63 Flexible Workforce 380, , % 140, % 11, % O64 Bus-Route Renters 623, , % 206, % 19, % O65 Learners & Earners 221, , % 72, % 6, % O66 Student Scene 108,106 46, % 20, % 2, % Total 26,905,955 19,843,595 12,480, ,180

8 Target Prospect Map High Low Mosaic Top 10 Types A03 Penthouse Chic B05 Premium Fortunes B06 Diamond Days C10 Wealthy Landowners C11 Rural Vogue C12 Scattered Homesteads C13 Village Retirement D14 Satellite Settlers D17 Far-Flung Outposts

9 Experian Data Cleansing Overview Number of Records: Address Verification Applying the address data cleansing service to your records allows Experian to identify which ones are correct to PAF standard and how many can be updated Count Verified Correct correct Incorrect Before Cleansing Incorrect 247 orre 651,568corre The Service Updated 606,557 Non PAF Standard 45,011 Percentage 0% 100% 93% 7% Correct Incorrect correct Incorrect Goneaways Matched at Initial level 27,520 4% New Addresses We can supply the following new addresses 24,154 4% Suppressions Preference Services Deceased Persons Matched at Initial Level County Court Judgements Matched at Initial Level Mailing Preference Service Telephone Preference 1,336 5,933 63, % 0.9% 9.7% 0.0% Duplication Detection Individuals Families Households 85% 90% 95% 100% The data cleansing service looks to identify the number of duplicates within the target file. On your file we found the following: Count Percentage Individuals 641,583 98% Families 625,649 96% Households 601,470 92%