Mosaic
Mosaic is Australia’s leading geo-demographic segmentation classification dataset.
Mosaic segmentation data can be provided at a number of geographic levels:
- Global Mosaic – National Level
- Mosaic Australia
- CCD – Census Collection District – approximately 200 households
- Microsegment – Approximately 15 households
- Mosaic Australia Household Level
Mosaic has been developed by Pacific Micromarketing in line with the release of the 2006 Census data, and using Pacific Micromarketing’s additional data resources at a household and individual level. Mosaic has subsequently been rebuilt as at 2010.
All the input variables go through a selection process where they are tested for discrimination, robustness and their correlation to other variables. Once the final list of variables is selected, a set of input weights is applied as part of the clustering process.
The result is a list of variables that have differing importance to the clustering methodology; depending on how well they discriminate at differing levels of geography.
This 'bottom-up' approach enables us to maximize the effectiveness of each input variable depending on its relative importance to the classification, and its ability to discriminate.
The final solution used 238 variables in the build process however Pacific Micromarketing have used over 1,000 variables in the development of the descriptions and the selections of housing, people and lifestyle images for each of the 47 Types and 11 Groups
Key Features
Coverage - each and every consumer in the country can be classified
- Flexibility – the same segmentation can be applied across different types and sources of information, acting as bridging between customer data and the external market
- Speed – classifying people by neighbourhoods is quick, easy and inexpensive
- Modelling – the segments are homogeneous, and provides a good basis for estimating local market opportunity
