Experian's Mosaic market segmentation tool used by political parties
As early as 2005, Experian began suggesting that its Mosaic consumer classification system, used by retail chains to tailor their stock for local populations could be used by political parties for campaigning. Based on work by Richard Webber, a visiting professor at University College London, Mosaic was developed to improve upon traditional ABC classifications by using postal addresses, regularly updated information from the census, the edited electoral roll, Experian's credit database, house price data, and government research. The 2009 version drew on over 440 separate pieces of public and proprietary information for each of the UK's 48 million adults. In 2014, the company's Australian subsidiary provided examples of the correlations between 2013 election data and Mosaic households to show how these insights could be used. By 2016, this type of segmented demographic data was playing an important role in political campaigns such as those for the UK's EU referendum and the US presidential election.