always been a
Their preferences and family
values are shaped by their
culture, social structure and
Whether from Ancestral
Immigration or New Citizenship
Every One has an Ethnic Origin
What is Ethnicity?
Ethnicity is an individuals identity with or membership in a
particular racial or cultural group.
Many ethnic and religious groups in the United States maintain
a strong cultural identity. Immigrants are often attracted to
communities from their own ethnicity, communities in which
many traditional cultural features are maintained.
An individuals ethnicity is not in all circumstances related to
ones “Country of Origin”.
Deepak Banerjee may have been born in England and then came to
our country, but his ethnicity is Indian and his religion is Hindu.
Melting Pot or Salad Bowl?
Conventional wisdom says that America is a melting
pot of many different cultures. Try mixing up six
different cheeses in a melting pot then try to find the
different taste values of each. It is very difficult to do.
The same applies to identifying the different cultures
in our nation.
A better approach is to see the diversity in America as
a mixed salad, where each different ingredient can be
identified. This method, if used properly applies to the
many ethnicities and different cultures in our nation
and each can be identified.
America in 2010 - what we often refer to
as the “Minority Population” has become
the majority in our major urban markets.
This will be especially true
of African Americans,
Ethnic Markets are growing
Population in Mill.
African Americans Hispanic Asian
Offers Many Opportunities
In 2010, today‟s Minorities make up a majority of the
populations of California, Florida and Texas.
In some of the nations largest markets such as New York,
Washington, Los Angeles and Atlanta more than half the
residents are non-white, and in some cases up to 70% of
these populations will be multicultural.
The US government announced in January 2003 that the
Hispanic population has become the major minority
totaling 36.8 million individuals.
Hispanic Population reached 48.4 million in July 2009,
16% of the total US population.
The US is now the 2nd largest Hispanic population in the
world, Mexico being number 1.
The Hispanic population in the US surpasses the entire
population of Canada.
The Hispanic population in the US has increased 60.4%
The Hispanic population is made up of people that come
from over 20 different countries to the US.
The projected Hispanic population of the United States by
July 2050 is over 131 million. According to this projection,
Hispanics will constitute 30% of the nation's population by
There are no Hispanics in Latin America. They are
either Colombian, Venezuelan, Mexican, etc. Here in
this country we lump people from Latin American and
Spanish heritage under the Hispanic umbrella
classification. Hispanic is not a race, although many
Hispanics do exhibit mixed race characteristics and in
an effort to classify them into race categories some
have mistakenly used the term as a race in the
marketing nomenclature. Hispanic is not a race, it is an
Hispanic Population by Region
35 Hispanic %
Northeast Midwest South West
Origin of the US Hispanic
14% Puerto Rico
3% 54% Central America
Hispanic people have been in this country for a
very long time. The earliest settlement in North
America was in St. Augustine, Florida by people from
Spain. The great majority of Hispanics come here for
economic reasons. Some, like most Cubans, came to
the US to escape communism. Unlike other
immigrants from Europe, few Hispanics immigrate for
religious reasons. The difference in the factors that
motivate immigration create a very different mindset
among US Hispanics.
Physical contact is very important.
Personal space tends to be closer.
Hispanics are family oriented.
Appearance is extremely important to Latinos.
Hispanics are more spiritual in nature.
Hispanic homes are more decorative.
Hispanics feel „Brand Name‟ and „Made in the USA‟ means high
There are diverse indicators of assimilation, the
most common ones being:
Ties to people in country of origin
Length of US residency
Income and Education Levels
Interpersonal network composition
Hispanic Owned Business
The number of Hispanic-owned businesses in 2009, up
43.6 percent from 2002.
Receipts generated by Hispanic-owned businesses in 2009,
up 55.5 percent from 2002.
The percentage of businesses in New Mexico in 2009 that
was Hispanic-owned, which led all states. Florida (22.4
percent) and Texas (20.7 percent) were runners-up.
Percentage of Hispanic-owned businesses in the
construction and the other services sectors; 50.7 percent of
the receipts of these businesses were concentrated in
wholesale trade, construction and retail trade.
African American Population
The African American population reached 40.7 million in
2009, 13.6% of the total US population.
Between 2002 & 2020 their growth rate is projected to be
1.3% a year and by 2020 make up 17.2% of our total
39% of African American‟s live in suburbs and nearly
three-tenths of households are middle and upper class.
African American‟s gravitate towards products that are
seen as reflecting their sense of community, embracing
their values and supporting their goals.
More than 70% of African American‟s read community-
based news and publications.
The Asian Population reached 15.5 million in 2009. 5.1%
of the total US population.
Between 2002 & 2020 their growth rate is projected to be
5.2% a year and by 2020 make up 10.2% of our total
*The Fastest Growing group by percent.
Over 7 Million Asians speak their native language at
88% of this group are either foreign-born or have at least
one foreign-born parent.
Asian Population Origin
How Asian Americans prefer to
be marketed to
(in percentages) ( From National Asian American Survey, October 2009)
Future purchasing power is rapidly
increasing for the Multicultural population
2010 2012 projections
$925 billion $1.2 trillion
Hispanic $ 1 trillion $1.4 trillion
$545 billion $752 billion
$61.8 billion $84.6 billion
Projected Minority Purchasing Power
2000 to 2045
Trillions of dollars with year 2005
5 dollar value
By 2045 Minority buying
power may reach 4.8
4 trillion US Dollars.
Minority Populations may
3 contribute 44%, or as
much as 70% of the total
2 increase in buying power
1 (This percentage depends
on the proportional
increase or decrease in
0 income disparity).
2000 2010 2020 2030 2045
Hispanic Purchasing Power
Hispanic Population reached 48.4 million in 2009, 16% of
the total US population.
Total consumer spending by Hispanics is $1 trillion for
Between 2002 & 2020 their growth rate is projected to be
2.8% a year and by 2020 make up 18.9% of our total
Projected income growth per households will be 4.8% per
year and personal consumption spending will average
9.1% growth through the year 2020.
Hispanics will outpace the national average through the
year 2020 and beyond.
African American Purchasing
Total consumer spending by this group is $925 billion for
70% of African American‟s ages 16-24 will “spend more
to get more.”
This group puts a high value on elegance, self image, style
African American‟s comprise as much as 25% of all movie
going audiences; 30% of active footwear consumers; and
31% of soft drink consumers.
Asian Purchasing Power
Annual median income for this group is $54,500.
Total consumer spending by this group is $545 billion for
87% of this group who are over 25 are high school
graduates, 48% have a bachelors degree and 16% have
achieved an advanced degree (e.g master‟s, Ph.D., M.D.,
or J.D.) The Highest Education Level by percent .
Home ownership for this group is upwards of 64%.
Where will this Purchasing
Are you trying to reach these markets?
Are you trying to increase your sales while keeping your
If your answer is yes, then your answer is E-Tech.
One Size Fits All, Or Does It?
Marketing to the ethnic communities sometimes means
going against conventional wisdom.
Western cultures view the color white as purity while some
Asian cultures associate white with death.
The color red in some Asian cultures is considered lucky,
western cultures see it as a symbol of anger or passion.
Orange is considered very neutral and accepted by all Asian
Become familiar with the culture you are trying to reach.
Acknowledge the wide variety of groups within the
Hispanic and Asian communities.
Even within the same cultural group there are differences.
Country of Origin may not necessarily be the same as
Appreciate The Groups Within
There is very little in common among many of
the sub-groups. Even language can drastically
vary. Many marketing mistakes have occurred
from the assumption that all Hispanics are
alike. We often think that the cultural traits of
an individual from Mexico would be equal to
that of one from Cuba. Yet Mexican culture is
very different from the rest of Latin America.
Over 177 Ethnicities & 12 Major Religions
Are waiting for you to contact them
How are you going to reach them?
Are the methods you are using to
target multicultural markets delivering
the results you want ?
Geo coding, census data and surname tables
may cause poor results and response rates
These methods can cause inaccurate Ethnic,
Language Preference and Religious
But Wait…. There is one product
that out performs these methods to
better identify your markets!
has developed “ ”
Which identifies Ethnicity, Hispanic
Country of Origin, Religion and
is a business solutions provider that
enables you to identify the Ethnicity, Religion and
Language Preference of any individual on any
database you may be using.
E-Tech enables you to identify Ethnicity,
Religion and Language Preferences of
Your data +
...on any database you may be using.
Your data + = Your opportunity
Multicultural Marketing Is An
E-Tech enables you to seize this opportunity by accurately identifying
African Americans Hispanics
Asians And 170 + other groups
E-Tech also enables you to find the
fast growing ethnic family markets
Why use ?
E-Tech provides market insights that help you gain
vital intelligence about your markets and customers.
Ethnic Technologies staff has researched ethnicity,
religions and languages all over the world.
Ethnic Technologies was formed in 1997, by two
companies. One possessed the largest body of ethnic
research dating back to 1958, while the other brought a
fresh approach and research of its own. From this E-Tech
Ongoing research takes E-Tech a step ahead of any other
The E-Tech Targeting System Synopsis
Unique first name files
Unique surname files
Non-unique first name files
Unique middle name files
A series of two (2) to six (6) character prefix rule
A series of three (3) to six (6) character suffix rule
System Synopsis (cont.)
Codes to attach to a name record which identify
ethnicity, religion and language spoken.
Geocentric reference tables.
Programs that apply the above to lists and
Full documentation and support including a users
Why the addition of middle names?
Research has shown that there are names common to two or more
ethnic groups. This is where the middle name, when available, is
used as a tie breaker.
Middle Names are also used to define different religions within an
ethnic group. Ex. Hindu or Sikh
John Smith could be English or African American depending on his
geographic location. If his full name was John Big Eagle Smith he
would be coded as Native American regardless of his geographic
Peter Yu could be either Korean or Chinese. Peter Mei Yu would
be coded Chinese and Peter Hak Yu would be coded Korean.
• In marketing we often wind up sending the right message to the
wrong audience or we reach the right audience but in the
• Their Language Preference is the language that they both speak
and think in.
• If possible, you want each mail piece to be read and considered
in the language the consumer thinks in.
Language Preference Influences
A recent survey stated that more than half (56%) of
Hispanic Consumers are Spanish Dominant, preferring
Spanish for all communications. They have a strong cultural
identity and desire to protect it.
E-Tech’s language preference identification methods enable
you to identify these individuals with unmatched accuracy.
Languages Spoken at Home in U.S.
1 1 1.2 1.4 1.6 2
0.7 0.7 0.9 Chinese
Does this woman speak Hindi or Urdu?
The E-Tech System offers in
It accurately predicts whether or
not an individual speaks and
thinks in their language of choice
How do we accomplish this?
First, by identifying unique first names.
– E-Tech has the worlds largest body of research on this.
Second, by matching unique surnames to first
names which identify language preference.
For example: E-Tech will say Marisol probably
speaks and thinks in Spanish whether or not her
last name is Lopez or Koslowski.
Translation vs. Transliteration
Language marketing is not simple, for example:
The ad campaign “Got Milk?” was launched in a Spanish
version and translated to “¿Tiene Leche?” and was roughly
translated as “Are you breast-feeding?” The campaign
producer at the time had a limited grasp of the Hispanic
Culture. After rethinking their approach the ad read “¿Y usted,
les dio suficiente leche hoy?”
(Have you given them enough milk today?)
Today’s Most Powerful Ethnic
Marketing Tool Just Got Stronger
Announcing Version 7.3
E-Tech 7.3 adds unprecedented breadth and depth
to your ethnic, religious and spoken language
marketing capabilities. Now you can expect an 92% to
97% match rate with up to of 95% accuracy, and dig
deeper into specific markets with more unique first
names, unique middle names and surnames.
Over 175 Ethnic groups
Over 171,725 first names
Over 92,175 ethnic unique first names
Over 940,250 ethnic unique surnames
Over 335 ethnic unique middle names
Over 3,595 expert system rules
Over 80 Language groups
21 Hispanic Country of Origin subsets
12 Religion groups
Multi-Ethnic Surname Rules
In Version 7.3, E-Tech further addressed the many
requests to solve the Non-Unique Surname Name
E-Tech has over 2,595 of these names in their tables.
For example, the surname LEE if not identified by
first name they can be English, African American,
Chinese or Korean. E-Tech is able to identify the
dominant ethnicity within a Zip+4 (ENA),
E-Tech can now identify these individuals by their
E-Tech Version 7.3
• Increased Analytical Methodologies
• Increased Accuracy of Compound and
• More African American individuals
• More Filipino and Asian Indian individuals
• A significant increase in Spanish language
• Match rates as high as 97%
E-Tech Version 7.3 Facts
The dramatic increases in E-Tech Version 7.3
are the results of two main efforts:
Names Research - Leading name research efforts has been
a key strength of E-Tech for more than 40 years. E-Tech
Version 7.3 now incorporates 28% more first names and
44% more surnames than E-Tech Version 7.0.
Enhanced Neighborhood Analytics (ENA) – The
incorporation of ENA technology in E-Tech Version 7.3
establishes a new and unprecedented level of granularity
and completeness in the Ethnic marketing industry.
Assimilation is a level in which a Hispanic or Asian individual
has adapted to our language and way of living. Ethnicity,
language preference, education, income, socioeconomic
status, dwelling unit size and enhanced neighborhood analytics
are used as variables along with our expert system rules to
match a Hispanic or Asian individual with one of our
assimilation index codes. With each level of assimilation the
individuals spending habits, socioeconomic status,
communication preference and other lifestyle characteristics
Ethnic Technologies has done extensive research into these
important cultural traits and incorporated assimilation indexes
into a premium additional module that compliments their core
E-Tech ethnic enhancement product.
Four levels of Hispanic and Asian Assimilation
available from E-Tech.
1. Assimilated, Speaks and Understands only the Prevailing Culture
Language. (English Speaking Only)
2. Bilingual, Speaks Primarily the Prevailing Culture Language and still
Understands Native Language. (Bilingual prefers English)
3. Bilingual, Speaks Primarily Native Language and Understands
Prevailing Culture Language. (Bilingual prefers Native Language)
4. Unassimilated, Speaks and Understands only the Native
Language. (Native Language speaking only)
E-Tech Version 7.3
E-TECH Version 7.3 incorporates improved
methodologies for the 21 Countries of Origin selects
for the Hispanic community: Mexico, Puerto Rico,
Cuba, Brazil, Spain, El Salvador, the Dominican
Republic, Colombia, Guatemala, Honduras, Ecuador,
Peru, Panama, Argentina, Costa Rica, Venezuela,
Bolivia, Nicaragua, Chile, Paraguay and Uruguay.
Our research team has removed the errors found in the
census data that is used by the other systems offering
the similar segmentations.
Why the Addition of Hispanic
Country of Origin?
Research has shown us that diversity also
exists within the Hispanic community.
From different buying habits to different
dialects within the Spanish language each
deserves a unique approach tailored to their
specific needs. The cultural identity and
purchasing trends exhibited by a family
from Cuba are different than those from a
family from Mexico.
Eliminate Error in
E-Tech’s Team removes the error in the census
data their competitors use.
Backed by years of exhaustive research and smart
programming methodologies, E-Tech is by far the
most accurate and rigorous multicultural marketing
tool available anywhere.
7.3 Higher Accuracy,
E-Tech 7.3 applies algorithms at a Zip+4
level resulting in greater accuracy
E-Tech 7.3 identifies the multicultural
E-Tech 7.3 increases accuracy by retaining
only those names that “most likely are” within
E-Tech’s Improved Gender
Originally based upon preponderance theory,
whereby a large database was examined for known
gender identification, G-Tech 3.1 has been
extensively modified by Ethnic Technologies
personnel to incorporate much of the research done
on first names for the E-Tech 7.3 product. The
tables used in G-Tech 3.1 now contain correct
gender identification for over 445,250 first names
including all of the unique first names by ethnicity
covered by E-Tech 7.3.
E-Tech's 177 Ethnic Groups and 12 Major
Religions can be accessed in five ways
Via The EthniCenter Database
– Our own multi-sourced compiled database
Via the many Consumer and Business lists that
use our system
Encode your data with E-Tech
– We currently run an 90% - 97% match rate
E-Tech’s In House EthniCenter Database
License the E-Tech expert software system
– Available in Main Frame, Server and PC versions
Successful Uses for E-Tech Data
Credit Card Offers
Home Mortgage Offers
Cable or Satellite TV Offers
Health Care and Pharmaceuticals
Product Developments for
Available now EMS E-Tech’s micro geographic
propensity and analytical data segmentation.
Available now E-Tech’s Emprix enhanced master
files and email files.
Available now EthniBase E-Tech’s complete data
management software package.
Available now E-Tech’s Prizm enhanced master
files and email files.
Available now E-Techs’ Assimilation Elements.
EMS, E-Tech’s micro geographic propensity and
analytical data segmentation product.
E-Tech has developed data market analysis services
designed to give marketers in-depth and up-to-date market
intelligence. E-Tech's data analysis services encompass
the creation of predictive models which can be used to
indicate acculturation level, credit worthiness, lifestyles,
and purchasing behavior.
• EMS, data analysis reports are generated from our 112 million
household enriched database featuring demographic and
psychographic variables including E-Tech's proprietary gender,
religion, language, and country of origin encoding.
•E-Tech's data analysis reports are driven by real-time data
reflecting over 95% of the US households thus providing highly
reliable market metric indicators.
•Our customizable reports are available on a census tract, zip
code, MSA, and county level featuring demographic and
psychographic data elements.
E-Tech’s Identification System provides:
– Media and cultural affinities
– Competitive differentiation
– Descriptive segmentation
EthniCenter Financials provides
– Predictive segmentation
– Product-specific targeting
– Behavior-specific targeting
– New ways to analyze your market
Customers at Risk of Switching
how different they are?
Higly Likely To Switch
•African American‟s are at higher risk of switching: every third of the African
American customers belongs to most and highly risky switch segments
•On the opposite Hispanics are the most loyal customers: only every tenth from
the Hispanic group belongs to the most and highly risky switch segments
EthniCenter Financials determines targeting for banking,
insurance, and investment products based on current buyer
Life Insurance Tier 1 Prospects Tier 2 Prospects
Term Life Insurance 783,133 1,209,142
Term Life over $200K 141,392 997,869
Term Life under $40K 617,865 2,072,742
Long Term Care / Health Insurance
Individual Health Insurance 427,779 1,584,719
Long Term Care Insurance 934,856 1,936,535
Medicare/Medicaid Supplemental Health Ins. 1,121,603 NA
Annuities 291,234 1,366,096
Bond Mutual Funds 250,600 639,851
Stock Mutual Funds 1,182,965 1,300,200
529 Plans 410,975 765,992
Using E-Tech to enhance your database helps you
to identify the ethnicity, language spoken and
religion of the individuals on your files.
You will be acquainted with your customers
before they are acquainted with you.
Tailor your campaigns and offers to meet specific
needs and lifestyles
Create more comfort with your product or offer
Create more response for your product or offer
Higher probability of accepting your offer
“Smart Mailing” saves money
We are the Originators and Developers of
Ethnic, Religious, and Language
Identification Target Marketing.
We back up our claims of being the most
accurate and rigorous list segmentation
available anywhere in the world today, with
our CHALLENGE GUARANTEE!
We continually welcome any challenge for
benchmark testing of our ethnic products and
services against anyone claiming to provide
similar offerings, services or products based
on the fact that we consistently achieve the
greatest results and returns leading the
industry with upwards of 90% accuracy.
Keep Up With the Future
Ethnic Technologies’ full time, in-house ongoing
research allows you to keep pace with the future as it
Becoming an E-Tech user gives you an active role in
shaping this future.
E-Tech’s data cards can be
found at the sites listed below
Ethnic Technologies, LLC
is a team of people committed to:
Providing the world‟s finest ethnic, religious and
language preference targeting system.
Bringing together with sensitivity, targeted groups
and those with messages geared towards them.
Striving to improve by listening to those who use
Finding practical solutions to nearly impossible
Ethnic Technologies LLC
600 Huyler Street
South Hackensack NJ 07606