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Mosaic Singapore is an advanced consumer classification solution designed to promote deeper understanding of the Singapore market through unrivalled geo-demographic and lifestyle analysis.

Mosaic Singapore classifies all of Singapore's households and individuals into seven Groups and 27 unique Types on the basis of distinctive demographic, socio-economic and behavioural characteristics. It paints a rich picture across the whole spectrum of consumer segments, and provides extensive insight into consumer behaviours.

The objective is to provide decision makers with the tools and services they need to successfully implement direct marketing and micromarketing strategies within their business. Whether you wish to target, acquire, manage or develop profitable customer relationships, we provide the best segmentation solutions to help your business grow.

Mosaic Singapore allows an organisation to analyse their database of prospects or customers and segment them accordingly so that they can be understood and correctly targeted.

Benefits:

• Understand the customer your business attracts, allowing for the identification of the most suitable prospects for cross selling activities
• Discover the best media medium for advertising campaigns
• Review your branch network and set realistic targets for your sales force
• Select mailing lists more accurately to boost response to mailings, reduce wastage, save costs and maximise your budget.

The foundation to build Mosaic, is based on the following approach:

• Identification of the most appropriate data sources as inputs
• A sophisticated proprietary approach to clustering, unique to Experian
• Extensive analysis to assist in validation and interpretation of the segmentation.

Quantitative data

Mosaic Singapore has been in collaboration with SingPost, Singapore's public postal licensee. Data used to build Mosaic Singapore was sourced from the population census and SingPost's lifestyle survey, which reveals an extensive set of consumer attributes such as investment decisions, social habits as well as preferred languages and choices of music. As of the end of 2006, projected coverage is one million households and 3.6million individuals.

Clustering

Mosaic is designed to identify groupings of consumer behaviour for households and neighbourhoods. Utilising a 'bottom up' approach, this enables maximum effectiveness of each input variable depending of its relative importance to the classification and its ability to discriminate. It allows for the optimisation of data and creates a classification that is truly best of breed.

Available for each postal code, Mosaic optimises customer management, market planning, site analysis, acquisition tactics and targeting strategies. This unique connection between households and geography enables marketers to effortlessly utilise targeted segments across all stages of analysis, planning and execution.