Decision Maker: Officer Decision
Decision status: Recommendations Approved
Is Key decision?: No
Is subject to call in?: No
IBC has used Mosaic for the past five years through a rolling one-year licence fee. Mosaic is a cross channel classification system to help organisations understand their communities and customers and how to communicate with them in the most effective ways.
· Many IBC services use Mosaic as a marketing tool to support decision making and operational service design. The software gives provision to:
o Understand your customers with one consistent classification system
o Ensure that you are only targeting customers that will find your services relevant
o Retain and engage existing customers
o Accurately communicate with consistent messages across all channels
o Reach the right target audience, with the right message, at the right time
o Personalise your customer communications to enhance their experience and drive retention
o Allocate your online and offline media spend to best effect
The annual fee has increased this year to £10,000 payable to Experian Limited.
In order to ensure service continuity it is proposed to use Mosaic in 2020 but in 2020/21 a formal competitive tender process will take place (by Corporate Support) to procure a longer term contract to provide geodemographics consumer segmentation / classification system to understand resident / customer behaviour and aid with decisions and marketing of services from 2021.
Publication date: 24/02/2020
Date of decision: 21/02/2020