Experian Marketing Data Release Notes

Below are the May 2026 Experian Marketing Data release notes along with a PDF version attached. Use the links to navigate to any sections and updates in this release.

New attributes

• Automotive
• Financial
• Lifestyle and interests
• Mosaic V8
• Travel

Retirements

Release notes in PDF format

This update introduces a comprehensive set of 119 automotive attributes that capture vehicle ownership, purchase intent, and evolving preferences across fuel types, vehicle condition, and model.

The attributes include detailed coverage of electric vehicles spanning make and model, body style, fuel type, and in-market switchers as well as new attributes for certified pre-owned (CPO) and used vehicle buyers. 

These attributes enable organizations to identify and engage consumers across the full vehicle lifecycle, from EV adoption and brand switching to CPO consideration and used vehicle purchase intent, supporting more informed decisions across inventory planning, product strategy, customer segmentation, and targeted engagement.

For example, an auto dealer can use the BMW CPO Buyers attribute to identify customers most likely to consider certified vehicles, enabling targeted outreach with relevant inventory, warranty-backed options, and financing offers to help move CPO inventory. 

An energy provider can use the Replace Vehicle - Gas to EV attribute to identify consumers likely to transition to electric vehicles, enabling them to plan and prioritize EV charging infrastructure investments and target outreach in areas with higher adoption potential.

This update introduces 2 new financial attributes that segment consumers by generational life stage and spend capacity.

These attributes support organizations looking to understand generational differences in spending and financial position to enable more informed product, messaging, and channel strategies.

For example, a consumer banking brand can use the Gen Z Discretionary Spend Score attribute to better understand spending behaviors across age groups, allowing them to tailor product offerings, digital experiences, and communication channels to more effectively engage younger customers.

This update introduces a lifestyle and interest attribute focused on consumers actively engaged with AI tools.

This attribute enables organizations to segment and market to digitally savvy consumers likely to adopt new technology and respond to personalized experiences.

For example, a software company looking to inform investment in AI product development could use this attribute to understand how many of its customers engage with AI to better inform product investment and roadmap decisions.

This update introduces three Mosaic V8 attributes (at the household and ZIP4 levels) that classify consumers into lifestyle and socioeconomic Groups and Types. These attributes are based on the latest version of Mosaic, rebuilt in May 2026 using updated data inputs and modeling to better reflect current household dynamics and composition. This version represents a reconstruction of the Groups and Types rather than a direct match or replacement of previous versions. Mosaic clients should expect to receive separate communications detailing the 2026 rebuild, but for more information, please click here. 

The Mosaic framework includes 19 Groups and 70 Types, with each customer record assigned a corresponding Group and Type.

For example, a retail brand looking to better segment and identify its best customers beyond its own transaction data could use the Mosaic Household V8 attribute to classify consumers into Mosaic Groups and Types, which would provide additional context to inform merchandising and customer outreach.

Field ID 81098

Field ID 81095

This update introduces 10 travel attributes focused on cruise shopper behavior, capturing consumers actively researching and engaging with cruise travel across specific brands, trip types, and preferences. These attributes provide deep visibility into cruise intent, including signals around destination interest, cruise line affinity, and travel style.

For example, a cruise line can use the Recent Carnival Cruise Travelers attribute to identify consumers actively engaging with cruise travel outside of their own bookings, enabling them to understand customer overlap and inform product offerings and travel package strategy.

Attribute retirement process

Experian retires data attributes twice per year. These retirements will be visible within our products and services using Experian Marketing Data attributes in the February and August extract releases. 

Moving to twice per year allows clients ample notification of retirements and avoids ad hoc changes that may cause clients and products to consume changes in multiple successive months. These two months attempt to avoid the end/beginning of year, holiday times, summer vacation season, as well as the common fall/winter code freezes that many organizations experience. 

Experian will strive to provide 1 year prior notice where possible for these retirements. The notification timeline and twice per year retirement create a regular expected cadence for clients. 

In alignment with this process, the next planned retirement is happening in August 2026 and the fields currently scheduled for retirement are listed in this document below. New retirements of fields along with the retirement date will be communicated through future release notes.   

NOTE: Exceptions to this planning will be made due to contractual, legal, or compliance reasons. These timeframes are outside of our control but should be minimal.

Recommended Replacements

If a recommended replacement attribute is available, it is noted in the release notes. In some cases, this replacement is a very similar replacement, while in others it serves as a proxy. If no recommended replacement is listed, please work with your Experian representative to determine a transition plan.

For the full list, please reach out to your Experian team.

For the full list, please reach out to your Experian team.

Not all August 2027 retirements are listed here, but Mosaic V7 is confirmed (see below). Any additional August 2027 retirements will be shared in the next quarterly data release in August 2026.

Existing Mosaic attributes, or V7 Mosaic attributes, will be retiring in August 2027. This retirement reflects the transition to the latest version of Mosaic, V8, which was rebuilt using updated data inputs and modeling to better represent current household composition and dynamics. The new Mosaic Groups and Types are a reconstruction of the segmentation framework rather than a direct match or replacement of version 7. We encourage clients to begin receiving both versions of Mosaic so that Experian can address any questions early in the process.

For a PDF version of the above release notes, please click the button below.