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Experian enables analysis of 35 million drivers

Detailed profiles on the owners of all 35 million private, company and commercial vehicles are now available with the launch of Experian’s Mosaic Automotive, the first profiling service to comprehensively analyse all vehicles registered by the DVLA on Britain’s roads.

Mosaic Automotive is a new customer information and competitor intelligence service for the automotive sector. It follows a data sharing agreement with the DVLA and is intended to optimise use of public data for commercial purposes.

Mosaic Automotive enables users to compare the demographic and lifestyle profiles of the owners of different vehicles and models and to identify potential new customers by estimating local opportunities based on residential and commercial market potential.

Mark Carlyon, head of automotive at Experian’s business strategies division, says: "Rather than relying on market research or lifestyle data to surmise ownership, Mosaic Automotive provides a more complete picture of vehicle ownership by individuals and businesses. Mosaic Automotive will prove essential for manufacturers, dealers, marketers, advertisers and analysts - in fact, anyone looking to discover who drives what vehicle, where they are likely to live and how this changes over time."

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