Gale Analytics: Tip of the Month
| By Lisa Novohatski, Analytics Consultant |
On the Patron Measures tab of all Gale Analytics dashboards, you will see the Mosaic panel on the right side. This panel allows you to understand which of the Experian Mosaic segments are most prominent in your service area- both within the patron base and in your service-area as a whole. One of the most valuable aspects of Gale Analytics is that the Experian Mosaic information is provided for both patrons and non-patrons, giving you the opportunity to learn more about your patrons as well as those with whom you do not already have an established relationship.
Let’s take a closer look.
Similar to other panels in the Patron Measures tab, we have the following information:
- Experian Patron Household count- this represents the number of Patron Households that are categorized into each Mosaic Segment
- % of Total Experian Patron Households- this represents the % of all Patron Households within each Mosaic Segment
- Base – this represents the number of households within the full service-area that are categorized into each Mosaic Segment
- % of Total Households – this represents the % of households within the full service-area that are categorized into each segment
There is one additional column titled Market Penetration. By comparing the patron household count within each segment to the total in the service area, this column, for each Mosaic segment, provides the percentage of households that have the presence of a cardholder. The Market Penetration rate gives you a sense of how well you are capturing each Mosaic Segment in your service area.
It is imperative to understand why the distribution between Mosaic segments is important. While the information provided for each Mosaic segment in the Segmentation Portal applies to households within the Mosaic segment across the country, it is the prominence of that segment and its characteristics that you will use when planning for your library.
Using the example above, it would be important to really get to know the top 5 mosaics (Silver Sophisticates, American Royalty, Platinum Prosperity, Generational Soup, and Aging of Aquarius) well when planning for both patrons and non-patrons. These five mosaic segments encompass more than 2/3 of patron households. They also have market penetration rates ranging from 28%-34%, meaning there is room for growth in all five segments. Knowing this information, you can use the information in the Segmentation Portal to plan services and offerings for the households in these segments, both patrons and non-patrons, and then target communications according to their interests and preferences.green boys nike lunar hyperdunk shoes black friday