Clair Gilchrist Culture Republic Associate Director of Research and Graham Wilson, Client Director for Consumer Insight & Targeting at Experian again took to the First Wednesday floor on 4 March to put the new iteration of Mosaic Scotland under the microscope for Culture Republic Partners – this time in Edinburgh.

This session once more delivered the key insight needed for marketers to make the best use of new Mosaic Scotland in their own practice, how to understand and use the information and resources available on Experian’s Segmentation Portal. Clair explained how the depth of behavioural information available within new Mosaic is significantly greater than before, with a particularly useful focus on communications channel preferences, use of technology and websites visited.

Gary Smith of Edinburgh’s Festival and King’s Theatres took the packed audience through the paces of how the team there used the data from Mosaic to create their first Sky Adsmart campaign (the topic of our very first First Wednesday for the eagle-eyed amongst you). Gary and the team were able to identify which Mosaic Groups and Types were their key market for a new production of Aladdin, and then worked with to Sky Adsmart to produce an ad and a campaign which demographically targeted Aladdin to the people they wanted to see it, rather than relying on traditional media buying of advert space during certain programmes or times.

With a real life example from Graham Wilson showing how one anonymous organisation used Mosaic Scotland to plan for audience acquisition, lively questions and debate from the floor and an offer by Clair to provide logins to Partners for the new Mosaic Scotland segmentation portal, the doors closed on another successful First Wednesday session. Remember if you have any questions arising from the day, or would like a tailored session for your team on new Mosaic Scotland, then please get in touch with Clair.

Written by Ela Zych-Watson