8. #talentbites
Clarity of purpose
1
Type Example Typical Usage
Demographic Mosaic , FSS , Lifestage
External view / Profiling / Planning
/ Links to Media & Research /
Targeting
Attitudinal
Core Values, needs and
aspirations plus market
behaviours from research
Strategy planning / New
opportunities / Above the Line –
little use for targeting can’t be
identified
Bespoke Classifications
Reclassification of
demographics based on
attitudes / behaviours
Hybrid approach using attitudinal
and/or behavioural data to
reclassify demographic
information
State
Enquirer, New, On-
boarding, Single, Multi,
Lapsed
Used to support different
messaging and track trends over
time
Behavioural
RFM, Product purchase,
Current vs. Potential Value
More in-depth insight of
behavioural groupings e.g.
multiple churn / offer hunters or
value metrics
Engagement
Email / Web / App
engagement groups
Identify those that can be
influenced as they are active in
own channels – to drive comms
strategy
customermarket
dynamicstable