+
Partnership
Audience
Insight
Targeting
Opportunities
Combining the reach
of Microsoft
Advertising with the
in-depth audience
insight of Experian.
Enriching Microsoft
Advertising’s user
database with
Experian’s
massive offline
dataset.
Targeting offline
metrics online through
two advanced profile
offerings:
• Advanced Profile
Segments
• Mosaic segments
ADVANCED PROFILE TARGETING
FROM EXPERIAN
Go beyond standard demographic attributes
with insights such as:
• Life Stage
• Gross Family Income
• Education
MOSAIC SEGMENTS FROM EXPERIAN
A DEEPER DEMOGRAPHIC
Dive deeper and sharpen your focus with
socio-demographic characteristics.
• Demographics
• Behaviours
• Purchase Choice
• Lifestyle Choices
• Recreational Activity
• Investment Behaviour
• And more…
MOSAIC SEGMENT EXAMPLES
Use Mosaic profiling to precisely target your core audience
LIFESTAGE – New Families
TRAVEL – Family Holidays
INDEX: 999
GROUP G: CAREERS AND KIDS
Families with Young Children where both parents
are likely to earn solid incomes providing for a
comfortable modern home
TYPE G33: MILITARY DEPENDANTS
Servicemen and their families renting quarters
from the Ministry of Defence
GROUP B: PROFESSIONAL REWARDS INDEX: 537
Experienced professionals in successful careers
enjoying financial comfort in suburban or semirural homes
INDEX: 407
TYPE G31: DOMESTIC COMFORT
Families with high incomes derived from
managerial positions and considerable property
wealth in their suburban detached houses
INDEX: 402
INDEX: 282
TYPE J43: STREETWISE KIDS
Large young families with many single parents,
often unemployed and claiming benefits, living
on deprived council estates
GROUP F: SUBURBAN MINDSETS
Maturing families on mid-range incomes living a
moderate lifestyle in suburban semis
INDEX: 999
HOW THIS WORKS
How can we provide advanced online targeting while preserving
the anonymity of the consumer?
Experian securely
receives Windows Live
data from Microsoft
Experian overlays data
with its own categories
such as Mosaic
Categories are securely
and anonymously
returned to Microsoft
CASE STUDY: DIRECT LINE
ADVANCED TARGETING DRIVES BRAND
AWERENESS
Challenge
Solution
Results
Focusing on its home
insurance offering, Direct
Line wanted to identify and
target their ideal audience
online. The aim of the
campaign was to increase
their brand awareness, drive
positive brand perception,
and increase consumer
awareness that Direct Line
products are not available
through price comparison
websites.
Microsoft Advertising was
able to connect Direct Line
with the robust audience
targeting they were looking
for using Experian’s
‘Addressable Advertising’
solution – a combination of
Experian’s rich consumer
data and analytical
expertise and Microsoft
Advertising’s quality
inventory and scale.
• 31% increase in ad recall
– this increased to 44%
amongst Professional
Rewards group
• 57% increase in positive
purchase responses
57% increase in
positive purchase
responses.
DATA PROVIDER: EXPERIAN
DATA SOURCE: CONSUMERVIEW
• ConsumerView delivers a comprehensive database of
Dutch consumer marketing information based on 16
million individuals and 7 million households.
• Create a prospect list with widely used demographic
and lifestyle variables and segmentations systems
(i.e., Mosaic and TrueTouch).
• Provides thousands of additional high-quality data
variables that go far beyond standard offerings.
• Industry-leading privacy practices and auditing.
• High-quality data: Experian is the original source
compiler, controlling and validating all data.
7
ADVANCED PROFILE
DESCRIPTIONS
TARGET AUDIENCES BY LIFE STAGE
Target consumers by Life Stage across the
Microsoft network of sites.
•
•
•
•
•
•
•
•
1 - Single or couple < 35 years
2 - Family with children, eldest child 0-5 years
3 - Family with children, eldest child 6-12 years
4 - Family with children, eldest child 13-19 years
5 - Family with children, eldest child 20+ years
6 - Single or couple, 35-49 years
7 - Single or couple, 50-64 years
8 - Single or couple, >=65 years
Background and Sources
Based on a comprehensive database of consumer marketing
information sourced from Dutch households by Experian.
TARGET AUDIENCES BY GROSS FAMILY INCOME
Target consumers by Gross Family Income
scores) across the Microsoft network of sites.
•
•
•
•
•
1 - Below modal
2 - Modal
3 - 1.5 times modal
4 - 2 times modal
5 - More than 2 times modal
Background and Sources
Based on a comprehensive database of consumer marketing
information sourced from Dutch households by Experian.
TARGET AUDIENCES BY EDUCATION
Target consumers by Education
across the Microsoft network of sites.
1 – Low
2 – Medium
3 – High
4 - University
Background and Sources
Based on a comprehensive database of consumer marketing
information sourced from Dutch households by Experian.
EXPERIAN MOSAIC
SEGMENTS BY MARKET
GROUP A YOUNG DIGITALS
Young Digitals are free spirits with free time and
great affinity for the digital world
This Group studies, works part-time, is in training or
unemployed, living in small apartments in the large
cities
Types
A01–Student Freedom Under 25, without cars or cares,
other than preparing for their future
A03–Digital Singles Most are 25-30, living alone in their
first apartment. Obsessed with media
A02–Online Starters Mid-20s, still in school or
unemployed, they focus on shopping and playing
A04–Older Youth Many are 35+, with below-average
income, connecting with friends online
GROUP B URBAN BALANCERS
Urban Balancers are under 40, with lower income
and education, living in the middle of cities in
Western Netherlands
This Group often has roots outside the country
Types
B05–Young Multicultural Tenants Students under 25,
living close to their school or university
B06–Multicultural Starters Most are 25-40, living close to
many friends from their place of origin
B07–Struggling Urbanites Jobless or barely making ends
meet, they average 25-45
GROUP C STARTING TOGETHER
Starting Together works blue-collar jobs and lives in
terraced homes in mid-sized municipalities
They often have 1-2 children and live simply, entertained
mostly by TV and radio
Types
C08–Terraced Starters Late-20’s to early 30’s, happy to
have a small home in a safe area
C09–Managing Together Largely made up of immigrants,
25-45, with 1-2 children
C10–Basic Village Tenants Native Dutch, renting a house
in a village, with average income
GROUP D GOOD LIFE CITY
Good Life City is highly educated with a solid career or
advanced studies, and is living the free life before the
arrival of children
They go on adventurous vacations in far-flung places like
South Africa
Types
D11–Digital Apartment Owners 25-40, mostly entertained
by the computer (including gaming)
D14–Characteristic City Dwellers 25-35, among the
highest social class in the country
D12–Urban Singles Under 40 and without kids, enjoying
sports and the cinema
D15–Urban Professionals Ranging from 30-60, often with
a full-time government job
D13–Inner City Private Tenants 25-35, mostly carless
students with below-average income
GROUP E AVERAGE FAMILY HOMEOWNERS
Average Family Homeowners are at the heart of
solidly middle-class family life, living in their own homes
with growing children under 12
Their fun is practical and focused on the family, and their
kids are busy with activities like martial arts
Types
E16–Young Family Dynamics 25-40, married or partnered
with young kids in a quiet neighborhood
E17–Working Class Homeowners Social people, 30-45;
comfortably living on modest incomes
E18–Commuter Families 35-55, commuting long
distances to family-friendly neighborhoods
GROUP F KIDS AND CAREER
Kids and Career is a group in a constant tug-of-war
between work and home. They live for the weekend,
when they can relax
They are ambitious, earn good incomes and have solid
credit histories
Types
F19–Prosperous Families 25-40, highly educated, and just
starting a family (or trying to do so)
F21–Progressing Families 35-50, with kids 6-12; parents
work desk jobs, often as managers
F20–New Homemakers 30’s-40’s with two children, and
recently purchased a new home
F22–Suburban Adolescent Families 40-55, with kids 6-19,
and higher incomes allowing two cars
GROUP G SOCIAL TENANTS
Social Tenants are middle-aged with older children,
renting a simple apartment in a less expensive suburb
They are often poorly educated, with low income and
simple lives
Types
G23–Urban Medium 45-60, often single and childless,
with part-time jobs and limited income
G24–Modest Workers 45-60, hard-working families in
rural areas
G25–Needy Pre-Retirees 55-60, and often single, living
frugally on low incomes
GROUP H MIDDLE CLASS CONTENTMENT
Middle Class Contentment is a group approaching
retirement, with a tidy home and close ties to extended
family and friends
They live mainly in small-scale communities and live
carefully, without excess
Types
H26–Average Provincials 45-75, in rural villages, with
grown children and often grandchildren
H28–Village Seniors 55-75, active but slow-moving; many
work part-time, enjoying crafts
H27–Suburban Single Tenants 55-75, working part-time
or retired, renting, with few obligations
H29–Traditional Seniors 55-75, middle-income senior
citizens living quietly in their own homes
GROUP I FREEDOM AND SPACE
Freedom and Space consists of families with young
children living in spacious suburbs
They have average to good incomes, and often work in
construction, or in managerial roles
Types
I30–Large Family Villagers 35-55, with 2-3 children, and
very good incomes
I32–Semi-Detached Locals 45-65, with at least one child,
moderate incomes, leading a quiet life
I31–Space Loving Families 40-60, with 2-3 kids, living in
big homes on very large plots
I33–Country Loving Households 40-65, with at least one
child, hard-working and often upper-class
GROUP J GOLDEN EDGE
Golden Edge is affluent and lives in spacious homes in
expensive neighborhoods
They love golf and foreign travel, and typically have a
passion for finance and investing
Types
J34–Detached Prosperity 45-65, they are successful
entrepreneurs or managers with kids
J35–Wealthy Terrace Owners 45-65, kids 6-18, living in
beautiful homes on quiet lanes
J36–Comfortable Couples 45-75, living the good life
thanks to high incomes and investments
GROUP K UPPER CLASS ELITE
Upper Class Elite is typically among the highest social
class in the country. Well educated and wealthy, they
enjoy the best of life
They buy keep champagne in the fridge, holiday in Italy in
the summer and ski in Switzerland in the winter
Types
K37–Urban Elite 60+, most without children, they prefer
a beautiful townhome in Amsterdam
K39–Wealthy Sophisticates 50-75, married with grown
kids, they travel widely and support charities
K38–Booming Families Under 45 and married, working
hard and giving the best to their children
K40–Stately Exclusivity 45+, often Directors, usually
married with grown kids and 2+ luxury cars
GROUP L COUNTRY LIFE
Country Life is usually native Dutch, and enjoys life in
pleasant homes in the open countryside
They enjoy traditional life, while reveling in the peace of
their natural surroundings
Types
L41–Contemporary Farmers 45-75 farmers, with kids
6 -12+, working long days
L43–Rural Freedom Seekers 45-75 farmers, with children
12+, who are very self-sufficient
L42–Rural Teenage Families 45-75, with children 12+,
working on their farm
L44–Contented Countryside 60+, with grown children,
highly educated, they chose a gentle rural life
GROUP M WELL-EARNED COMFORT
Well-Earned Comfort is a group enjoying an easy
retirement from highly trained careers thanks to
substantial savings
They are married, and with their work life behind them,
they relax, indulge in hobbies and visit their
grandchildren
Types
M45–Active Empty Nesters 55+ and married, they are
healthy, busy, and enjoy financial freedom
M46–Happy Baby Boomers 60+ and married, they had a
good working life and now happily relax
M47–Elderly Apartment Owners Averaging 65 and upperclass, often retired professors or doctors
GROUP N GREYING SIMPLICITY
Greying Simplicity is a group of retirees are living
simply and soberly, enjoying quiet activities
They have below average income and low education
levels, and often live alone
Types
N48–Retired Singles 65-75, living alone in a rented
apartment, often with a cat
N49–Seniors Together 65-75, active, long-married
couples, who love playing with grandchildren
N50–Struggling Elders 75+, living quietly alone in a rented
apartment with low resources
NETHERLANDS
ADVANCED PROFILE SEGMENTS
PROFILE SEGMENTS FROM EXPERIAN—
NETHERLANDS
Segment
Life Stage
Gross Family Income
Education
Description
1 – Single or couple < 35 years
2 – Family with children, eldest child 0-5 years
3 – Family with children, eldest child 6-12 years
4 – Family with children, eldest child 13-19 years
5 – Family with children, eldest child 20+ years
6 – Single or couple 35-49 years
7 – Single or couple 50-64 years
8 – Single or couple >=65 years
1 – Below modal
2 – Modal
3 – 1.5 times modal
4 – 2 times modal
5 – More than 2 times modal
1 – Low
2 – Medium
3 – High
4 – University
NETHERLANDS
MOSAIC SEGMENTS
EXPERIAN MOSAICS—NETHERLANDS
Group
A
B
C
D
E
Group Description
Young Digitals
Urban Balancers
Starting Together
Good Life City
Average Family Homeowners
Type
Type Description
A01
Student Freedom
A02
Online Starters
A03
Digital Singles
A04
Older Youth
B05
Young Multicultural Tenants
B06
Multicultural Starters
B07
Struggling Urbanites
C08
Terraced Starters
C09
Managing Together
C10
Basic Village Tenants
D11
Digital Apartment Owners
D12
Urban Singles
D13
Inner City Private Tenants
D14
Characteristic City Dwellers
D15
Urban Professionals
E16
Young Family Dynamics
E17
Working-Class Homeowners
E18
Commuter Families
EXPERIAN MOSAICS—NETHERLANDS
Group
F
Group Description
Type
Kids and Career
F19
F20
F21
F22
Prosperous Futures
New Homemakers
Progressing Families
Suburban Adolescent Families
G23
Urban Medium
G24
Modest Workers
G25
Scanty Early Retirement
G
Social Tenants
H
Comfortable Retirement
I
J
Freedom and Space
Golden Edge
Type Description
27
Well-Off Retired People
28
Low-Comfort Retirement
29
Being a Senior Citizen Inland
I30
Large Family Villagers
I31
Space Loving Families
I32
Semi-detached Locals
I33
Country-loving Households
J34
Detached Prosperity
J35
Wealthy Terrace Owners
J36
Comfortable Couples
EXPERIAN MOSAICS—NETHERLANDS
Group
K
L
M
N
Group Description
Type
Upper-Class Elite
K37
K38
K39
K40
Urban Elite
Booming Families
Wealthy Sophisticates
Stately Exclusivity
L41
Contemporary Farmers
L42
Rural Teenage Families
L43
Rural Freedom Seekers
L44
Contented Countryside
M45
M46
M47
Active Empty Nesters
Happy Baby Boomers
Elderly Apartment Owners
N48
Retired Singles
N49
Seniors Together
N50
Struggling Elders
Country Life
Well-Earned Comfort
Greying Simplicity
Type Description