Digital audience targeting allows advertisers to reach the right audience with relevant, tailored messaging – in order to boost response and conversion. Placer helps you identify exactly the right audience, based upon the demographics, psychographics, and behavioral characteristics of your existing customers. You can then activate related audiences within your programmatic digital media campaigns in just a few steps.
Pro Tip: To learn more, visit the perform in-depth consumer analysis article.
This article describes how to activate Experian Mosaic segments via The Trade Desk, a leading demand side platform (DSP), and LiveRamp, a technology company that enables businesses to activate customer data across marketing and advertising platforms.
After reading this article, you’ll able to answer the following questions:
- How do I identify the right Mosaic audience segments to target, for maximum relevance?
- How do I find and target those Mosaic audience segments using The Trade Desk?
- How do I target those Mosaic audience segments on other platforms using LiveRamp?
Get started with the following steps:
Step 1: Identify your target Experian Mosaic segments.
Experian Mosaic is a popular consumer segmentation tool developed by Experian, a leading global information services company, that is used frequently by businesses and organizations for targeted marketing. Experian Mosaic divides the US population into different segments based on various demographic, lifestyle, and behavioral data. Placer can help you identify the Mosaic segments that best align with consumers visiting brick-and-mortar locations of interest – whether your store locations, the locations of your retail partners, or even those of your competitors.
a. Within the Property Reports page, navigate to Demographics in the left sidebar. Scroll to view the first widget, named "Audience Profile".
b. In the Audience Profile, select the specific location which you’d like to analyze. Under “View”, select “Captured vs. Potential”. This will allow you to explore the attributes of visitors in its “captured market” (in which visitors are emphasized) alongside those of the wider population in the “potential market” (in which residents are considered).
c. Under “Dataset” select “Experian Mosaic”.
d. Scroll down to view the table. Examine the “Overview” tab to see the Mosaic groups that describe visitors to the location (Captured Market), residents within the trade area (Potential Market) and the difference between these two (% Difference). You can hover over the tooltip to read a short description of each Mosaic group.
In the example below, you can see that almost one-third (32.6%) of the visitors to this Albertsons location are classified as the “A - Power Elite” group. The purple bar graph and index within it shows how this compares to the national average – specifically, an index of 389 indicates that visitors to this Albertsons are almost 4x as likely to fall into the Power Elite group. Additionally, the “% Difference” column reveals that this “Captured Market” is almost 15% more likely than the “Potential Market” to fall into the Power Elite group, suggesting that this Albertson’s is especially good at reaching or appealing to “Power Elite” households.
e. To dig deeper, navigate to the “Households” tab to explore how visitors index versus specific segments within each Mosaic group.
In the example below, expanding the “A - Power Elite” section reveals that visitors to this Albertsons location over-index by 18.5% for the “A03 - Kids and Cabernet” and “A01 - American Royalty” segments, as compared to the “Potential Market”.
Experian provides robust profiles describing each group and segment, including demographics, family structure, media consumption, technology adoption, and much more. You can explore these in the Mosaic Handbook, which is linked within the Mosaic page in the Placer Marketplace.
Step 2: Create a targeted campaign within The Trade Desk.
If your agency is a Trade Desk user, you can easily activate Mosaic segments using the following steps:
a. Login in to The Trade Desk platform, and navigate to the Data tab, which is found in the menu on the left.
b. Navigate to the Audience Tab, in the top menu. Click on “Build Audience” and name your new audience.
c. Click “Add Data Group”, select “Behavioral”, and toggle from “Groups of Segments” to “Individual Segment”. Then select “Experian” in the Brand Filter.
d. Search for the Mosaic segment you want to target, by name. Then click “Create Audience”.
e. Next navigate to the Campaigns tab, which is found in the menu on the left.
f. Navigate to the “All Campaigns” tab, in the top menu. Select “New Campaign”.
g. Choose “Conversion” as your campaign objective. Add your budget, and KPIs of choice.
h. Click “Change your seed here” and find the audience you created previously.
i. Select “Add Rail” in the search bar.
j. Choose “Time Range” to upload.
For more information, reach out to your Trade Desk rep.
Step 3: Use LiveRamp to find and activate your target audience.
If you do not use The Trade Desk as your DSP, LiveRamp can facilitate connections to practically every major programmatic media platform, across all digital media channels. Follow these steps to find Mosaic audience in LiveRamp.
a. Navigate to “List of Partners”. Filter the “Product/Service Type” to “Data Services”. Select “Experian” and then “Learn More”. Select “Buy Data”.
b. Proceed to “Data Marketplace Segments. Search for your target segment(s). Confirm and click “Request Segments”.
For more information, reach out to your LiveRamp rep.
