Professional Documents
Culture Documents
César M Melgoza
Founder & CEO, Geoscape
cmelgoza@geoscape.com
1-888-211-9353
Data Resources
• AMDS Geo-demographics • HomeBase - Consumer Lists
• CSDx Spending Potential • BizBase - Business Lists
• BehaviorBase • MediaBase
– Healthcare
– Auto Insurance
– The Media Audit
– Mediamark
Technology Research Analytics
• Geoscape Intelligence System Actionable • Ground-Truth™ Segmentation
• Retail Trade Distribution
• DirecTarget® SDK Intelligence • Customer Data Enrichment
for a culturally- • Descriptive Customer Profiles
• Predictive Modeling
diverse business • Sampling Design
environment • Quantitative Surveys
• Qualitative Focus Groups
• Conjoint Trade-off Modeling
Solutions Consulting
• Combined Deliverables • Strategic Planning
• Custom Databases • Opportunity Assessment
• Integrated Systems • Business Planning Support 4
The 2010 Census
Process and Results
Census 101 (A)
MAY-JUL
DOOR-2-DOOR FOLLOW UP FOR
NON-RESPONDERS
DEC’31-MAR ‘11 INITIAL
REDISTRICTING DATA INCLUDING
JAN ‘10 RACE AND LATINO COUNTS
GROUP QUARTERS &
HOMELESS
• Under-count.
• Confusion over race and ethnicity terminology.
– Countries of origin under race for Asian but separately under Hispanic ethnicity.
– No option to select mestizo or mulatto as race.
• Language:
– In ACS, English ability for non-native speakers but not usage by context.
• Hispanics, African Americans and Asians represent over 100 million Americans.
• There are over 50 million Hispanic steady-residents of the U.S.
• Hispanics contributed 52% of overall U.S. population growth between 2000 and 2010.
• Consumer spending growth drives the U.S. economy—Hispanics and Asians
represent a disproportionate amount of the growth into the foreseeable future.
• The White Non-Hispanic population represents a declining share of the American
consumer—and an increasingly dependent on government entitlement programs.
• Most corporations are under-invested in in-culture marketing.
• Corporations must operationalize behind the opportunity, not just marketing.
• Marketing is only part of the equation.
– In-culture operations is a critical parallel step to capitalize on the opportunity.
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. 13
Hispanic Population Concentration in 1980
Gateway states
bordering Mexico.
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape; American Marketscape DataStream: 2010 Series; Estimates as of July 1 2010. 14
Hispanic Population Dispersion 2015
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape; American Marketscape DataStream: 2010 Series; Estimates as of July 1 2010. 15
U.S. Population: 2010 by Ethnic Group
About one-third of America’s population is of either Asian, Black or Hispanic origin; however, these
proportions vary dramatically at the state and metropolitan area levels. Many companies include Puerto
Rico within their U.S. marketing efforts, with an estimated 3.99 million residents in 2010.
Non-Hispanic Other Non-Hispanic Black Non-Hispanic Asian & Pacific Islander Hispanic
12%
5%
67% 33%
16%
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape, American Marketscape DataStream: 2010 Series. 16
Population Change by Ethnicity/Race
By 2015, the population in the three largest ethnic groups will be more than 110.5 million and
Hispanics will represent nearly half of that population.
Note: Population in the Commonwealth of Puerto Rico (3.99 million) is not included in Hispanic population figures.
* 2000-2010-2015 numbers for Asian and Black are for Non-Hispanic; 2010 and 2015 Estimates as of July 1.
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape; American Marketscape DataStream: 2010 Series and the U.S. Census Bureau. 17
Unauthorized Immigrants in the U.S.
18
Unauthorized Immigration Trend
Asians top the list in terms of annual household income, due in part to both the disproportionately large number in working
age cohorts and to their higher levels of educational attainment. Hispanics are about 17 percent below the overall median.
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2010. 22
Top Hispanic Consumer Spending Categories
Hispanics consume more than the average American household in many categories. Among those
over-indexing categories are Apparel and various food products consumed in the home.
Average household
spending is 100 percent and
the shown categories are
among those with above
average spending.
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2010. 23
Aggregate Lifetime Spending per Household
Hispanic household lifespan is 15 years longer and with more spending in some categories. Lifetime
value in many categories will be greater in absolute dollar terms.
3.5
Total Expenditures
Millions (2008 $)
3
Cumlative Household Spending
2.5
2
NH White
Black
1.5
Asian
Aggregate spending over the Hispanic
1
lifespan of a Hispanic or Asian
household is usually greater
than that of Non-Hispanic
0.5 White households
0
2008 2013 2018 2023 2028 2033 2038 2043 2048 2053 2058 2063
Median Age Life Expectance Span
Hispanic 27 83 56 Calendar Year - Life Expectancy
Asian 33 85 52
African American 30 77 47 Source: Geoscape Consumer Spending Dynamix™.
Non-Hispanic White 40 81 41
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. 24
Multi-dimensional Consumer Diversity
Acculturation
Diversity
Multi-Dimensional
Life-Stage Country-of-Origin
Consumer Segmentation
Platform
Language Use
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. 25
Hispanicity is Fundamental
Hispanicity™ Segmentation is a platform for
strategic and tactical planning
• HA1: Americanizado
– English Dominant (nearly no Spanish).
– Born in US; 3rd+ generation.
– Few Hispanic cultural practices.
• HA2: Nueva Latina
– English Preferred (some Spanish).
– Born in U.S. 2nd generation.
– Some Hispanic cultural practices;
often “retro-acculturate”.
• HA3: Bi-cultural
– Bi-Lingual (equal or nearly).
– Immigrant as child or young adult.
– Many Hispanic cultural practices.
• HA4: Hispano
– Spanish Preferred (some English).
– Immigrant as adult, in U.S. 10+ years.
– Pre-dominant Hispanic cultural practices.
• HA5: Latinoamericana
– Spanish Dominant (nearly no English).
– Recent Immigrant as adult (less than 10 years ago).
– Primarily Hispanic cultural practices.
– Identify with home country more so than U.S.
Hispanic.
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. 26
Hispanic Language Usage
About 60 percent of Hispanics are Bi-Lingual to some degree and
about 40 percent are dependant on either English or Spanish.
© Copyright Geoscape, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape, American Marketscape DataStream: 2010 Series. 27
Gaining Access to Growth
…will corporate America embrace the Hispanic surge?
Strategic Execution Paradigm
BUSINESS OPPORTUNITY
CUSTOMER TOUCH
ORGANIZATIONAL POINTS
ALIGNMENT
COMPETITIVE CONTEXT
• Internal • External
– Securing buy-in – In-culture branding
from C-suite. and promotion.
• Resources to tap – Distribution
your fare share of • Get the right product to
the growth. the right customer.
• Reflecting diversity
in corporate human
– Promotion
• Get shopper’s attention to
resources and op’s. availability and deals.
• CRM 360 contact in-
culture.
– Actionable Insights
• Expand profit margin by
increasing efficiencies.
Advertising Investment
$136.8
$140
$120
$100
$80
In Billions
$60
$40
$20
$5.7
$2.4
$0
Total U.S. Hispanic African American
Spend $136.8 $5.7 $2.4
%Share 100% 4.2% 1.8%
%Pop. 100% 15.4% 12.9%
SALES
HR CSR
COMMUNITY
RELATIONS
CUSTOMER RELATIONSHIP
LEGAL LIABILITY MANAGEMENT
LITIGATION
CORPORATE STRATEGIC
RESPONSIBILITY ADVANTAGE
César M Melgoza
Founder & CEO, Geoscape
cmelgoza@geoscape.com
1-888-211-9353