Skip to main content
Last Updated: September 16, 2022

Segmentation Portal: Explore the Mosaic® Segmentation Model

Learn more about Experian's 71 Mosaic segments. Gain insights on household characteristics, behaviors, and interests to help plan services, offerings, and communications best suited for your community.

Lisa Novohatski: Gale Analytics uses the Experian mosaic segmentation model to help libraries learn more about their patrons and their non patrons and to segment them into populations of interest.

Lisa Novohatski: What we're looking at here is the Community Insights dashboard, and we're starting on the patron measures tab.

Lisa Novohatski: you'll see that we give you a ton of information here, we have a number of demographics that we look at at the household level, so we provide that for you, for both your patrons as well as the full service area.

Lisa Novohatski: And we also provide you a breakdown across the mosaic segments in the mosaic segmentation model.

Lisa Novohatski: On the bottom right hand side you'll see how many and what percent of patrons fall into each of the mosaic segments, and the same for the service area, we can understand how many and what percentage of households are categorized into each segment.

Lisa Novohatski: Now you'll see a few really fun names. Philanthropic sophisticates, American royalty, platinum prosperity.

Lisa Novohatski: These are all really interesting names, but they don't give us a whole lot of detail about who they are.

Lisa Novohatski: So if we want to learn a little bit about who each group is there a couple different ways we can do that, first, if you click on the mosaic description.

Lisa Novohatski: you'll see the tool tip pops up with a link for mosaic URL So if you click on the mosaic URL.

Lisa Novohatski: Then, will be brought to a nice summary here and you'll see that this is just a summary of who this particular group is.

Lisa Novohatski: philanthropic sophisticates are mature upscale couples and suburban homes. We will see some key features, who we are, which gives a summary of who this group is as well as marketing channel preferences and technology adoption.

Lisa Novohatski: If we continue to scroll down through the summary we will see a few more data points here some demographics, like head of household age education income and so on.

Lisa Novohatski: We have some information about how to interpret the numbers, we saw above both the means and the indices.

Lisa Novohatski: And then we have a nice text description of who this group is now giving you a really good sense of.

Lisa Novohatski: Why households are categorized into this group what they like to do and what their households are like.

Lisa Novohatski: Now, if we want to learn more about this group, we could go into the segmentation portal to learn more about philanthropic sophisticates.

Lisa Novohatski: What we saw here was a really nice summary to give us a good overview of who they are, if you really wanted to dig in and learn a little bit more about.

Lisa Novohatski: What are some of their household characteristics and what are some of the things they like to do we would go into the segmentation portal to do that so going into the segmentation portal here when you first log in you'll see this grid, and you can click on understand.

Lisa Novohatski: And you'll see some categories here we're going to click on types to get to the more granular mosaic segments, we can click on philanthropic sophisticates.

Lisa Novohatski: Now, much of this will look the same because this is some of the information we saw on the summary, but if we go down to.

Lisa Novohatski: The left navigation, the the last icon which looks like a column chart we can start to dig into individual data points things like head of household gender, household size, age of children in the household.

Lisa Novohatski: there's information on.

Lisa Novohatski: How we get by, so things like head of household education and occupation.

Lisa Novohatski: We see things like, how we live our lives. So here we'll see things like arts and entertainment what kinds of things do these households like to do leisure activities and hobbies including things like reading behaviors as well as other content interest.

Lisa Novohatski: We can see things about magazine reading and newspaper habits, if we go down to what is our digital life we can understand how these households use the Internet, we can also understand what their technology adoption is like.

Lisa Novohatski: How we prefer communications engagement channels, so this is a more detailed look at the engagement channel preferences for this particular group.

Lisa Novohatski: We can also look at social media habits, so what kind of platforms do these groups use and how likely, are they to use them, and of course there's things like how we view the world like political party affiliation.

Lisa Novohatski: Media consumption.

Lisa Novohatski: As well as contributions.

Lisa Novohatski: If you click around in the portal you'll see that we have this information for all 71 mosaic segments, so if you wanted to dig into any individual group, you could certainly do that.

Lisa Novohatski: General attitudes and opinions.
© 2024 Gale, part of Cengage Group