Our range of FAS tools

Reaching the right potential customers is crucial for success, especially with over 50 million adult citizens in South Africa.  Experian’s Financial Affluence Segmentation (FAS) helps businesses speak directly to their target audience. This innovative tool segments consumers (thin and thick credit profiles) by leveraging quality data and advanced analytics, enabling more precise targeting and better consumer engagement.

Businesses aiming to identify and understand potential customers, tailor their products and services, and optimise engagement strategies, particularly in sectors like finance, retail, insurance and telecommunications.

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The benefits at a glance

Customer Insight

Understand your most profitable customers’ demographics, affluence, lifestyle, and life stage traits.

Improved Targeting

Create tailored campaigns using accurate segmentation for more effective lead generation and engagement.

Market Benchmarking

Compare your customer segments against industry benchmarks to measure penetration and identify growth opportunities.

Efficient Marketing

Reduce wasted marketing spend by targeting specific market segments through omnichannel strategies.

Contact us for more information on how FAS can elevate your customer intelligence

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How It Works

How FAS Works

FAS uses non-parametric methodologies to segment South African consumers into six macro-segments or groups, further divided into 30 sub-segments or types. These segments are based on individual characteristics, helping businesses understand and reach their ideal audience more precisely. Consumer segments are matched at the South African ID number level, enabling the creation of a data-informed business strategy and the practical execution of this strategy.

FAS can be delivered in batch format (typically for leads enrichment or account management purposes) or via API (typically as part of client vetting or production propositioning).

Applications of Financial Affluence Segmentation

  • Lead enrichment through proprietary data
  • Targeted marketing strategies and execution
  • Product development and market positioning
  • Like-audience matching for improved reach
  • Digital media audience targeting and execution
  • Strategic business expansion planning

Applications

Experian's Financial Affluence Segmentation comprehensively describes the South African market and the behavioural characteristics associated with these segments.

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FAS is also made available in the following specific approaches

Interactive dashboard that allows for easy self-navigation of the consumer landscape, with a geo-spatial interpretation layer added.

FAS Vantage

FAS Vantage

Providing consumer insights into your customer base and turning complex data into actionable information. This digital platform allows you to navigate and interrogate the consumer landscape in an easy-to-use environment.

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FAS Location

FAS Location

Going beyond segmentation, enabling targeted marketing to consumers across South Africa. This interactive digital platform provides views of over-/under representation of specific consumer segments at a suburb level. 

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FAS Site Analytics

FAS Site Analytics

This tool lets our clients compare several selected store locations (existing and planned sites) in a simple spreadsheet format, incorporating client-specific and Experian-sourced information.

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FAS Geo-Sum

FAS GeoSum

For a simplified approach to geo-spatial analysis, this delivery entails a relational database profiling South African suburbs according to the consumers residing within these suburbs.

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FAS Persona

FAS Persona

The FAS Persona solution puts alternative data into action and offers a deeper understanding of the South African consumer landscape. It enables you to develop a personalised, customer-centric approach to market strategies and operational planning. Shopping basket and bank transaction-level data are used to enrich consumer segment profiles even further.

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