The Eighty20 National Segmentation (ENS) Customer Profiling Tool defines Mothers of the Nation as the 6.7m primarily low income, female grant recipients, mostly unemployed or underemployed – typically made up of domestic workers and clerks. The ENS shows that although 66% of this segment have a smartphone, only 12% have a computer and only 6% own or use a vehicle.

The ENS allows you to fuse your internal data to diverse datasets, including credit bureau data, to help clients understand their customers better, determine penetration into national segments and then help with execution (targeted marketing, CVP development etc).