At A Glance
Swiss Sense used Experian Mosaic® segmentation solution to scale customer insights across international markets with a unified segmentation approach. By identifying and targeting high-value segments, the brand aligned teams, improved campaign efficiency, and uncovered new opportunities for growth.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, data-driven view of consumers and prospects across markets.
For marketers, Mosaic connects insight to activation. It creates a shared understanding of audiences across teams, removes reliance on disconnected datasets, and makes it easier to plan, target, and scale campaigns with confidence.
With Mosaic, brands can:
How did Swiss Sense use Experian’s Mosaic data to drive market-specific growth?
Swiss Sense used Mosaic data across its markets to define high-value consumers segments and apply those insights to guide expansion. This created a repeatable model for identifying where and how to grow.
Swiss Sense focused on expanding its presence by using Mosaic profiles across its markets to identify and understand its highest-value consumers. These insights were then used to shape marketing and media strategies in each region.
Their objectives included:
- Develop regional strategies
- 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 Swiss Sense didn’t need to rebuild audiences or redefine personas market by market. Instead, they could apply the same way of working with data across regions, ensuring both local relevance and global consistency.
With Mosaic, Swiss Sense benefitted from:
- A standardized segmentation model across regions
- The ability to layer local market nuance with global consistency
- A shared language across marketing, analytics, and media teams
This enabled Swiss Sense to:
- Identify high-value consumer segments in the Netherlands
- Map those segments across new markets
- Prioritize regions and cities with the strongest growth potential
How did Swiss Sense use Mosaic insights to shape marketing and consumer strategy?
Swiss Sense used Mosaic insights to guide messaging, creative, and channel selection. This ensured campaigns reflected real audience behaviors and preferences.
By partnering with Experian, Swiss Sense was able to seamlessly implement a solution tailored to their unique needs. Swiss Sense gained an overview of its customer base while using the more granular Mosaic data in each country to gain the optimal understanding of each region’s consumers.
These insights helped Swiss Sense’s marketing team, allowing them to craft targeted consumer 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 consumer types.
This led to the execution of highly targeted offline campaigns, including:
Download our case study for the full details of Swiss Sense’s journey to international growth.
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FAQs
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.
Mosaic supports international marketing by enabling brands toidentifyhigh-performing customer segments and apply a consistent approach across markets. Available in 14 countries, Mosaic uses the same segmentationmethodologyin each, while incorporating local data to ensure market-specific relevance.
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.
Mosiaccan improve targeting byhelping teamsfocusinvestmenton high-valueconsumers.Itprovidesdeeper insight beyond basicdemographics,enablingmore relevant messaging andreducewastedspend.
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.
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Centro integrates with Tapad, a part of Experian, for Cross-Device advertising performance on programmatic platform
FeaturedMarketers Using Centro’s DSP Basis Can Leverage Tapad’s Technology for Extended Cross-device Reach Chicago – May 15, 2018 – Centro, a provider of enterprise-class software for digital advertising, today announced that its Basis programmatic ad platform has licensed cross-device marketing technology from Tapad, a part of Experian, the company reinventing personalization for the modern marketer. Media professionals using Basis can now drive better performance by identifying a person across the different devices he or she uses, serving ads in the most optimum environment, then analyzing performance to see what ad worked best based on creative, device, location and time of day. Today’s digital media ecosystem is fragmented. People consume content on their multiple devices from multiple locations. According to digital analytics firm GlobalWebIndex, a typical consumer owns three digital devices and has seven digital ID’s active in the last 60 days. Advertising technology that treats every device as a single user would not be able to guide customers down the marketing funnel according to how users jump from one device to the next. Furthermore, they wouldn’t see when conversions occur on a device different from that in which the ad was first shown to the user. The Tapad Graph identifies the point of conversion across all screens – smartphones, tablets, home computers, and smart TVs – so that marketers can better gauge the efficiency and return on ad spend. Centro’s Basis enables advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. It is the only platform that combines all of these elements with cross-device conversion attribution and advanced reporting features in a DSP. With the Tapad Graph integrated into Basis, marketers can now identify consumers across all of their devices during any point of the consumer journey. This can help marketers determine ad spend effectiveness for optimizing campaigns in real-time or for the future. Other cross-device marketing capabilities for Basis users include: Frequency Capping: Apply frequency caps at a unique person-level rather than at a device-level to prevent saturating users with ads and showing them more impressions than desired. Audience extension: Expand the reach of a campaign by learning what other devices a single user may have, then deliver ads to single users’ other devices. Reporting insights: Learn how users interact with ads across their devices. Gain insight about how consumers respond on devices to improve targeting parameters. Conversion attribution: Record conversions on devices different from that in which the ad was displayed to learn the true effectiveness of advertising efforts. “Cross-device analytics and optimization aligns with our vision that converging the different parts of digital media to create a holistic view of campaigns will drive performance,” said Katie Risch, EVP of customer experience, Centro. “Having Tapad’s powerful capability of personalized marketing gives our advertisers high-quality data to cultivate relationships with customers, wherever they are in digital channels.” About Tapad Tapad Inc. is the marketing technology company reinventing personalization for the modern marketer through its identity-driven solutions. The company’s signature Tapad Graph connects millions of consumers across billions of devices. The world’s largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious and unified approach to connecting with consumers across screens. In 2018, Tapad introduced its Tapad Customer Data Platform (CDP), purpose-built to offer marketers a highly personalized and privacy-safe platform to convert first and third-party data into actionable, results-driven campaigns. Tapad is based in New York and has offices in Chicago, London, Oslo, Singapore and Tokyo. Tapad’s numerous awards include: Forbes’ Most Promising Companies, Deloitte’s Technology Fast 500, Crain’s Fast 50, TMCnet Tech Culture Award and Global Startup Award’s “Startup Founder of the Year.” Tapad was acquired by the Telenor Group in 2016. Telenor Group is one of the world’s largest mobile operators. About Centro Centro is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Contact us today
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Tapad, part of Experian, partners with Flashtalking to create impactful attribution modeling strategy
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