We have invested in the future to help funeral professionals connect with families

Successful organizations take the process of analyzing and understanding customers seriously. They use it to maximize their engagement to increase loyalty, retention and value; drive profitable acquisition; and plan for the future. Homesteaders has invested in the development of personas to maximize sales conversion, optimize consumer targeting to ensure that the right product offerings are matched to the right audience and improve media planning and buying across traditional and digital channels.

The Persona Group Development Process

SuperGroup personas were created to serve the marketing needs of Homesteaders by utilizing the Mosaic data provided by Experian Marketing Services. Experian clusters all U.S. households into 71 distinct types based on their demographics, psychographics, and lifestyles. From these 71 Mosaics Types, we selected the 28 clusters with the head of the household age of 50 years or older. We then selected the variables describing these Mosaics that were relevant to Homesteaders’ marketing efforts, which included: demographics, financial circumstances, communication preferences, and psychographics.

The dimensionality of these variables were reduced by using principal component analysis. The resulting 6 principal components were fed into a k-means clustering model, which provided the basis for the SuperGroup development. Using our industry and data analytics experience, the final 8 Homesteaders SuperGroup Personas were created.