All posts by Summer Derrick

Swiss Sense built its growth strategy by establishing a consistent consumer view across every market, using Mosaic’s global and local segmentation to align how they identify and target high-value audiences. Swiss Sense’s mission is to provide exceptional sleep comfort for all.  The European retailer analyzed consumer data across its markets to better understand its ideal consumer profile and guide expansion. To achieve this, Swiss Sense used Experian’s Mosaic data, a unified customer segmentation solution that provides a consistent view of consumers, prospects, and markets. Using Mosaic data, Swiss Sense identified key consumer personas and tailored their communications to match. Partnering with Experian, they created personalized product recommendations, delivering targeted messaging through direct mail, out-of-home advertising, and leafletting campaigns. What is Mosaic and how does it work? Experian's Mosaic is a household-level consumer segmentation system that classifies all households within a country into distinct Groups and Types based on life stage, affluence, behaviors, and lifestyle characteristics. It provides a consistent, in-depth view of who customers and prospects are, along with where they are concentrated across markets. For marketers, Mosaic connects insight to activation. It creates a shared understanding of consumers across teams, removes reliance on disconnected datasets, and then translates that understanding, or insight, into actionable audiences and strategies, making it easier to plan, target, and scale campaigns with confidence. With Mosaic, brands can: Understand who their most valuable consumers are Align teams around a consistent audience definition Target and activate audiences across channels Identify new markets and growth opportunities How did Swiss Sense use Experian's Mosaic data to drive market-specific growth? Swiss Sense used Mosaic data across its markets to identify and understand high-value customer segments and apply those insights to guide expansion and shape marketing and media strategies in each region. This created a repeatable model for identifying where and how to grow.  Their objectives included:  Develop regional product strategy Integrate data-driven insights into their local and international marketing strategy How did Mosaic support a scalable, data-driven strategy? Mosaic provided each market with a consistent segmentation framework, giving Swiss Sense a repeatable way to understand and activate audiences across countries. While each country’s Mosaic is built on local data, the underlying methodology remains the same, creating a consistent approach to segmentation in every market. This meant each market could define its own audiences and personas using a shared framework, without starting from scratch each time. Once established, teams could move quickly to activation and identify which segments over-index, applying a consistent way of working with data across regions while maintaining local relevance. With Mosaic, Swiss Sense benefitted from:  A standardized segmentation model across regions, allowing for global consistency with local nuance  A shared customer language across marketing, analytics, and media teams  This enabled Swiss Sense to: Identify high-value customer segments in the Netherlands  Map those segments across new markets  Prioritize regions and cities with the strongest growth potential Activate marketing strategies and campaigns that targeted key consumers in the right areas How did Swiss Sense use Mosaic insights to shape marketing and consumer strategy? Swiss Sense used Mosaic insights to guide messaging, creative, and where campaigns were activated, including channels like out-of-home and direct mail tied to specific locations. This ensured campaigns reflected real audience behaviors and preferences. By partnering with Experian, Swiss Sense was able to seamlessly implement a solution tailored to its unique needs. They gained a global view of their customer base while using more granular Mosaic data in each country to understand and engage customers at a regional level. These insights helped Swiss Sense’s marketing team, allowing them to craft targeted customer content, suggest relevant imagery, and adopt the right tone of voice. Identifying key Mosaic growth segments further enabled Swiss Sense to focus marketing efforts on regions and cities over-indexing for their ideal customer types. This led to the execution of highly targeted offline campaigns, including: Direct mail flyers delivered to target audiences’ homes Out-of-home (OOH) advertising in cities where key segments over-index Distributing leaflets in public places such as target town centers Download our case study for the full details of Swiss Sense’s journey to international growth.  Download the full case study now Contact us FAQs What is Experian’s Mosaic?  Mosaic is a unified consumer segmentation that classifies households into distinct groups based on life stage, affluence, behaviors, and lifestyle characteristics. It gives businesses a consistent view of their customers and prospects, helping them target the right audiences, align teams, and drive more effective marketing strategies.  How does Mosaic help with international marketing?  Mosaic supports international marketing by enabling brands to identify high-performing customer segments and apply a consistent approach across markets. Available in 14 countries, Mosaic uses the same segmentation methodology in each, while incorporating local data to ensure market-specific relevance.  Can Mosaic be used across different marketing channels?  Yes, Mosaic can be used across different marketing channels as it supports both offline and digital activation, including direct mail, out-of-home, programmatic, and social, helping brands maintain consistent targeting across channels. How does Mosaic improve targeting?  Mosaic improves targeting by helping teams focus on investment on high-value consumers. It goes beyond basic demographics, offering insight into communication styles and media channel preferences, so teams can align messaging and activation to what each segment responds to. For example, if a target segment prefers direct mail with value-driven messaging, campaigns can be tailored accordingly, increasing relevance and reducing wasted spending. About Swiss Sense Founded by the Diks family in 2006, Swiss Sense is a Dutch family-owned retailer specializing in high-quality beds, mattresses, and bedroom accessories. With over 2,000 employees and stores across multiple European countries, Swiss Sense is dedicated to providing exceptional sleep comfort for all. To learn more, please visit www.SwissSense.nl. Latest posts

Experian offers a suite of next-generation tools built on the Experian Digital Graph to help marketers adapt to ongoing signal fragmentation and privacy regulation. These solutions enable brands to maintain behavioral targeting and campaign performance even as traditional signals decrease. Through Experian's integration with Audigent, we now offer early access to Curated Deals, contextually-indexed audiences, and Geo-Indexed Audiences that help advertisers test privacy-first audience activation in a period of accelerating signal fragmentation.  Experian and Audigent offer a data management platform (DMP) that enables publishers to collect, manage, and understand their first-party data, while also accessing third-party data, to better monetize their data assets. At the same time, Experian continues to advance its signal-agnostic Digital Graph, which already covers industry-standard universal IDs, like Unified ID 2.0 (UID2) and ID5, as well as both IPv4 and IPv6, which are becoming more and more prevalent. Together, these updates give marketers a reliable, privacy-forward foundation for audience reach, cross-device targeting, and measurement as signal fragmentation continues to reshape digital advertising. How is Experian's Digital Graph evolving in a multi-signal world? Signal fragmentation is reshaping how marketers reach and measure audiences, so we continue to strengthen the Experian Digital Graph to keep performance steady across channels. Recent updates focus on improving connectivity, accuracy, and durability: More signals to keep reach strong: We added IPv6 and phone-based UID2s to our Digital Graph, building on the hashed email (HEM)-based UID2s we already support. Better AI models for cleaner identity data: We improved our AI clustering and device classification models to sharpen ID resolution. More stable customer profiles: We enhanced stability in our Digital Graph by tying it more closely to our Offline Graph, ensuring more complete customer profiles that last over time. Together, these updates give marketers a more resilient identity foundation and help maintain performance in a market defined by rising signal fragmentation. How is Experian advancing contextual targeting and geo-based targeting with our partners? AWith more signals in market and traditional identifiers becoming less reliable advertisers are returning to tactics that don’t rely on cookies. Contextual targeting and geo-based targeting have both delivered results for years, and are becoming even more important as marketers look for consistent ways to reach audiences without relying on ID-level data. Experian is modernizing these approaches by pairing Experian Marketing Data with contextual and geographic signals to create privacy-first activation paths that hold up as identifiers fade. With our acquisition of Audigent, we’re expanding the ways marketers can activate privacy-forward audiences at scale. Together, these capabilities strengthen how brands reach people with relevant experiences, even as traditional IDs fade:  Contextually- Indexed Audiences: We index Experian’s syndicated audiences against contextual signals inside private marketplace (PMP) deals using Experian’s Digital Graph and Audigent’s Hadron ID. In a 15-day test with a national advertiser, this ID-less approach exceeded click-through rate goals by 25% while matching the scale and delivery of ID-based campaigns. Geo-Indexed Audiences: We also offer Geo-Indexed Audiences that use location-based signals to reach consumers in the right places and moments, providing another durable option when IDs are unavailable or restricted. Evolving toward more intent-rich signals: Looking ahead, we are developing ways to incorporate additional intent indicators, such as content consumption patterns and repeated contextual behaviors, to give marketers stronger cues about where their audiences are in their decision process, all without relying on user-level identifiers. Together, these tactics make contextual and geo-based targeting more measurable, scalable, and privacy-safe, helping marketers keep performance steady as signal fragmentation accelerates. Which alternative IDs does Experian's Digital Graph support? Experian’s signal-agnostic Digital Graph is designed to interoperate across identity frameworks and connect digital identifiers into a single, privacy-compliant system. It now supports alternative IDs such as: UID2s ID5 IDs HEMs Connected TV (CTV) IDs Our Digital Graph is rebuilt weekly to maintain high accuracy and addressability across campaigns. These capabilities ensure marketers can continue cross-device activation and measurement as legacy signals decline. “Experian is a valued partner in Nexxen’s unified identity graph powering the Nexxen data platforms, which bring us the ability to seamlessly onboard client data, activate campaigns, and measure performance while maximizing biddable opportunities for our advertisers. They help ensure our clients can continue reaching audiences at scale and successfully execute campaigns.”Chance Johnson, Chief Commercial Officer What's next for Experian's identity and connectivity roadmap? As digital signals change and CTV viewership grows, we continue to expand the identifiers supported within the Experian Digital Graph. Recent additions such as IPv6 and phone-based UID2s, alongside existing IPv4 and email-based IDs, help marketers and platforms understand the full customer journey across screens and households within a privacy-first framework. We are committed to maintaining and increasing connectivity in the digital world, ensuring that clients can reach their audiences even as familiar signals decline. A core part of that commitment is strengthening the overlap between our Offline and Digital Graphs. This work improves cross-channel consistency and gives marketers more reliable links between individuals, households, and devices. As we keep investing in identity resilience, clients can expect ongoing innovation that supports addressability and performance despite evolving privacy constraints. Start exploring privacy-first audience targeting through Experian's data marketplace How can marketers maintain addressability at scale today? Experian’s connected toolkit of signal-agnostic advertising solutions empowers brands to continue reaching audiences with confidence: Identity resolution through Experian’s Digital Graph Curation via Audigent Cross-device measurement built for privacy compliance Universal ID interoperability across platforms As the industry adjusts to signal fragmentation, Experian provides the scale, trust, and connectivity required to sustain effective targeting. A resilient path forward for addressable advertising As the AdTech industry continues to evolve, Experian’s Digital Graph continues to power interoperability, scale, and privacy-safe measurement. With data ranked #1 in accuracy by Truthset, collaborations across the AdTech ecosystem, and ongoing support for universal IDs, Experian gives marketers a reliable path to addressable, measurable, and privacy-first advertising. Connect with our team About the author Budi Tanzi, SVP of Product, Experian Marketing Services Budi Tanzi is the Senior Vice President of Product at Experian Marketing Services, overseeing all Identity Products. Prior to joining Experian, Budi worked at various stakeholders of the ad-tech ecosystem, such as Tapad, Sizmek and StrikeAd. During his career, he held leadership roles in both Product Management and Solution Engineering. Budi has been living in New York for almost 11 years and enjoys being outdoors as well as sailing around NYC whenever possible. FAQs How does Experian's Digital Graph help marketers prepare amidst signal fragmentation? Experian’s Digital Graph enables consistent audience targeting and measurement across browsers and devices using privacy-compliant identifiers. It connects verified digital data, giving advertisers continuity as traditional IDs become less reliable.Experian’s Digital Graph supports consistent audience targeting and measurement across browsers and devices using privacy-compliant identifiers. By connecting verified digital data, the Digital Graph gives marketers continuity as signals such as cookies, device IDs, and IP-based identifiers become less reliable. Recent updates, including IPv6, phone-based UID2s, and improved AI clustering, help you maintain reach and accuracy even as digital signals shift. What partners support Experian’s signal fragmentation strategy? Experian works with a variety of partners to source digital IDs. We work with The Trade Desk and ID5 to incorporate their universal IDs into our Digital Graph. Additionally, Audigent, now a part of Experian, offers Curated Deals, which are a non-cookie dependent way to provide reach and relevance.  Does Experian’s Digital Graph comply with privacy standards? Yes. Experian’s identity and data solutions align with IAB Data Privacy Standards and regulations such as the California Consumer Privacy Act (CCPA), ensuring transparent and compliant data use. What future plans does Experian have for the Digital Graph? Our current focus is to increase the overlap between our Offline and Digital Graphs, enabling more cross-channel addressability for our clients. We also continue expanding supported identifiers and improving our AI models to maintain performance as signal fragmentation grows. How can I get started testing Experian’s signal-agnostic solutions? You can reach out directly to explore privacy-first activation options, including contextual, geo-indexed, curated deals, and ID-based strategies supported by the Experian Digital Graph. Latest posts