OCAIR Best Presentation Award Topic –
What’s your Mosaic? Household-based Consumer Lifestyle and Freshman Yield
Hanyan Wang and Ying Zhou
Is your institution challenged with declining yield rates? Can “Sports Utility Families” add insight into your recruitment and engagement strategies? This presentation introduces a study on Mosaic USA, the Experian’s household segmentation system that classifies US customers into 71 household types. A series of methods, from data visualization to predictive models, were used to examine the association between Mosaic type and freshman enrollment and yield. The presenters will illustrate Mosaic types, share results from exploratory and predictive analyses, and discuss the potential use and misuse of this data source.