URL: https://democracy.ipswich.gov.uk/ieDecisionDetails.aspx?ID=1404

Decision Maker: Officer Decision

Outcome: Recommendations Approved

Is Key Decision?: No

Is Callable In?: No

Purpose: IBC uses Mosaic as a market segmentation tool. 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.   Several IBC services use Mosaic as a tool to support decision making and operational service design. The software gives provision to: • Understand your customers with one consistent classification system • Ensure that you are only targeting customers that will find your services relevant • Retain and engage existing customers • Accurately communicate with consistent messages across all channels • Reach the right target audience, with the right message, at the right time • Personalise your customer communications to enhance their experience and drive retention • Allocate your online and offline media spend to best effect   A decision has been made to exempt the annual licence fee for 2026 from contract standing orders.

Content: IBC uses Mosaic as a market segmentation tool. 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.   Several IBC services use Mosaic as a tool to support decision making and operational service design. The software gives provision to: • Understand your customers with one consistent classification system • Ensure that you are only targeting customers that will find your services relevant • Retain and engage existing customers • Accurately communicate with consistent messages across all channels • Reach the right target audience, with the right message, at the right time • Personalise your customer communications to enhance their experience and drive retention • Allocate your online and offline media spend to best effect   A decision has been made to exempt the annual licence fee for 2026 from contract standing orders. To continue to use the Mosaic system supplied by Experian Ltd for a 12-month licence fee of £13,858.53 plus VAT.   Reason: To continue to understand the communities in Ipswich and communicate with them in the most effective ways.

Date of Decision: December 9, 2025