Lexer’s CDP not only allows you to load your own 1st party data but also enables you to quickly turn on additional datasets to enrich your customer data. With 3rd Party datasets like Experian, the minimum level of data needed to effectively match records together differs for AU and US markets. For AU customers we match on email address as the primary linkage key, with mobile number sometimes as option. For US customers a full address and/or email is required.
Who is Experian?
Experian is a global data aggregator and consumer credit reporting agency. They provide data and analytical tools to help businesses better understand and engage with their customers. Two of their products we’ll talk about in this article are ConsumerView and Mosaic.
Experian Consumer View and Lexer
Experian ConsumerView is a marketing database of consumers around the world. It contains demographic, self-reported, life event, aggregated auto, aggregated credit, direct response, and property and mortgage information.
Data points included in ConsumerView are:
Name, address, phone, mobile, email, digital identity.
Detailed demographics and segments.
Transaction and purchasing measures.
Digital behavior and channel usage.
Life events and purchasing triggers.
Using deterministic matching, Lexer is able to unify your 1st party data to ConsumerView profiles, using linkage data such as email addresses, or mobile numbers. It's easy to integrate Experian data and — once unified — you can quickly leverage the enriched data source to better understand and target your customers. One common benefit of a unified dataset is the fleshing out of gender attributes to your customer database.
Experian Mosaic and Lexer
Experian Mosaic is a powerful household-based consumer lifestyle segmentation product that enables you to quickly segment and understand characteristics of your customer database. Lexer currently supports Mosaic Australia and Mosaic USA.
Mosaic is an out of the box customer segmentation tool you can use to quickly and effectively segment your customers. They appear as an attribute within the platform and can give you immediate insights on the make up and preferences of your customers.
Mosaic Australia
Experian’s Mosaic Australia is a household-based consumer lifestyle segmentation system that splits the Australian population into 14 Groups and 51 Types and layer the data over your own information for unparalleled insights. The 14 groups are:
Experian’s Mosaic USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique types and 19 overarching groups, providing a 360-degree view of consumers’ choices, preferences, and habits. The 19 groups are:
