Neil,

I take the Mosaic system with a large grain a salt.  I have a PhD and work in a professional capacity. However, my neighbourhood, for Mosaic purposes, is seen as Gray and Dull (I cannot remember the exact wording but essentially a lot of retired people not doing anything dynamic).

 

The Mosaic Groups are Mosaic’s descriptor for the area.  It does not refer to a specific person. Instead, it refers to character traits, that are more likely to be found among residents of that area, than about any identifiable individual.  The same information can be found by using the OAC (Output Area Classification) tools (which is the basis for Mosaic) and running the analysis. [I did this on an OAC course.] http://areaclassification.org.uk/2009/01/16/getting-value-from-oac-training-course-24-march-2009/ Mosaic claims to have a better fit because of their access to Experian data and other data sources.

 

The major concern, as you highlight indirectly, is that decisions are made on the basis of this information. My insurer, for example, has a different view of my area (based on their access to Mosaic and other information) than I have.  The danger of weblining (or redlining) that is discriminating against areas based upon their characteristics is a greater possibility in the electronic era.  What is particularly problematic, is that most people will be unaware that decisions are made about themselves and where they live, based on this information. [I wrote an article on this topic.]

 

You will also have heard that big data systems, linked to smart algorithms, are looking at selling or pricing differently to different customers.  In the past, you may have gotten a different price because of your accent (or skin colour) now you will get a different price because of your post code, your most recent purchase, or you credit score. http://www.bbc.co.uk/news/business-19286426

 

Best,

 

Lawrence

 

 

Principal Information Management Officer

Durham County Council

Room 4/140

County Hall

County Durham

DH1 5UF

 

03000 268038

 

 

 

From: This list is for those interested in Data Protection issues [mailto:[log in to unmask]] On Behalf Of Bell, Neil
Sent: 01 October 2012 15:20
To: [log in to unmask]
Subject: [data-protection] Mosaic groups

 

Dear All,

 

A question for any marketing specialists on the list regarding Mosaic groups.

 

If I was to process data that the customers accepts as factual such as name address, DOB etc. then no problem, however if I then added the Mosaic group to ‘their’ dataset so I am then stating something that they may not be happy with such as classifying them as Blue Collar Enterprise instead of Urban Intelligence or worse, am I then potentially processing inaccurate data or at the very least, data that may be challenged as inaccurate.

 

I also, may not be happy that I have been classified as reading ‘The Sun’ when actually I don’t

 

Or, is it just that Mosaic groups are universally accepted and I am inventing an issue that doesn’t exist

 

Thanks

Neil

 

Kind Regards, 

Neil Bell

Data Protection Officer

tel: 01793 817542

 

National Trust,

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