Consumer Insight is simply the ability to understand your customers. And this insight lies at the heart of successful marketing.

Experian Business Strategies is uniquely positioned to help you understand your customers; from knowing where they live and what characteristics they have, to understanding who the profitable ones are and identifying similar people across the whole population. Such knowledge helps to clarify communication with customers and identify a true focus for up-sell and cross-sell activity.

The key to our knowledge lies in the range of data that we can associate with each customer, based on their local neighbourhood characteristics. We have developed the Mosaic group of products, available for Hong Kong and major cities in China. Mosaic describes your customers in great detail, locates where they live and outlines what makes them different from the rest of the population. It is a segmentation tool which allows you to sort customers into groups with similar lifestyles, interests, behaviours and needs. It allows you to target the right people, with the right message via the right channels to optimize your CRM results.

To help interpret this information, we make use of a powerful array of spatial and statistical tools, including Micromarketer, an integrated desk-top analysis, profiling and mapping software; and its web-enabled sister product, eMarketer. Micromarketer and eMarketer allow you to integrate Mosaic, census and your in-house data on a single platform, for customer profiling and local market planning purposes. They are very user-friendly software with comprehensive wizards to guide your through your analysis projects.

For more advanced users, Micromodeller is an optional add-on to Micromarketer that allows you to perform statistical modeling or “data-mining”. This tool is also wizard-driven that guides you through the process with ease. It helps you create models to explain various customer behaviours and score customers to find their propensity to respond to offers.

Our analytical and consultancy expertise takes our capabilities a step further. Pulling together your in-house customer data, industry knowledge and statistical expertise, we can provide you with bespoke analysis of your customer base, leading to informed marketing activity to maximise customer recruitment and profitability.

To find out more about how Experian’s Customer Insight service can help you call +852 2839 5388 or email to info@hk.experian.com.