Use Mosaic and Acorn to Target Your Demographic |
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Demographic Targeting allows you to concentrate your investment on those most likely to respond to your proposition.
The advent of demographic classification systems such as Experian’s Mosaic and CACI’s Acorn has led to the end of speculative blanket distributions for most advertisers. Existing customer data can be profiled to produce a ‘single customer view’ or typical customer.
Classification systems can then be used to find concentrations of lookalikes elsewhere within your catchment. A client may of course have several different profiles for their various products or services.
 Demographic targeting helps improve relevance by only targeting those most receptive to your offer – it can also lead to reduced volumes and associated print costs. It also gives you the power to communicate different messages to different demographics as part of a single campaign.
Typically applied at postcode sector level (units of approximately 2,500 households), demographic targeting can increasingly be used at sub-sector levels, resulting in a service fast approaching the accuracy of direct mail but at a significantly reduced cost.
Although we have access to all major classification systems, LinkDirect has invested in Experian’s Mosaic MicroMarketer software as our in-house targeting system. Having it available at any time within the company allows us to apply industry standard Mosaic data to any project, and gives us full access to a variety of additional tools and data sets. It also allows us to interface the data directly with our in-house developed Round Creation and Mapping tools.
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