E-Tech 7.2 Summer 2010

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Ethnic Technologies Version 7.2 …

Ethnic Technologies Version 7.2
Multicultural Marketing Presentation Summer 2010

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  • 1. Sharpen Your Insight Reach Ethnic and Religious Markets with upwards of 90% Accuracy
  • 2. What is America?
  • 3. America has always been a country of multiple heritages.
  • 4. unique values. More significantly, we see each group choosing to maintain and preserve their
  • 5. Their preferences and family values are shaped by their culture, social structure and political climate.
  • 6. Whether from Ancestral Immigration or New Citizenship Every One has an Ethnic Origin
  • 7. 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.
  • 8. 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.
  • 9. America in 2010 - what we often refer to as the “Minority Population” has become the majority in our major urban markets.
  • 10. This will be especially true of African Americans, Hispanics and Asians.
  • 11. Multicultural Marketing Offers Many Opportunities
    • In 2010 today’s minorities are 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.
  • 12. Hispanic Population
    • Hispanic Population reached 45.5 million in 2009, 15% of the total US population.
    • The US is now the 5 th largest Hispanic population in the world.
    • The Hispanic population in the US surpasses the entire population of Canada.
    • The Hispanic population in the US has increased 59.1% since 1990.
    • The Hispanic population is made up of people that come from over 20 different countries to the US.
  • 13. Ethnic Markets are growing
  • 14. Hispanic Population
    • 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 ethnic classification.
  • 15. Hispanic Population by Region 2009
  • 16. Origin of the US Hispanic Population
  • 17. Hispanic Culture
    • 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.
  • 18. Hispanic Culture
    • 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 quality.
  • 19. Hispanic Assimilation
    • There are diverse indicators of assimilation, the most common ones being:
    • Language usage
    • Media behavior
    • Ties to people in country of origin
    • Length of US residency
    • Income and Education Levels
    • Value expressions
    • Interpersonal network composition
    • Financial Preferences
  • 20. 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 population.
    • 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.
  • 21. Asian Population
    • 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 population.
    • *The Fastest Growing group by percent.
    • Over 7 Million Asians speak their native language at home.
    • 88% of this group are either foreign-born or have at least one foreign-born parent.
  • 22. Asian Population Origin
  • 23. How Asian Americans prefer to be marketed to (in percentages) ( From National Asian American Survey, October 2009)
  • 24. Future purchasing power is rapidly increasing for the Multicultural population
  • 25. Multicultural Purchasing Power 2012 projections 2009 $84.6 billion $61.8 billion Native American $752 billion $509 billion Asian American $1.3 trillion $870 billion Hispanic $1.2 trillion $913 billion African American
  • 26. Projected Minority Purchasing Power 2000 to 2045
    • By 2045 Minority buying power may reach 4.3 trillion US Dollars.
    • Minority Populations may contribute 44%, or as much as 70% of the total increase in buying power from 2000-2045.
    • (This percentage depends on the proportional increase or decrease in income disparity).
    Trillions of dollars with year 2000 dollar value
  • 27. Hispanic Purchasing Power
    • Hispanic Population reached 45.5 million in 2009, 15% of the total US population.
    • Total consumer spending by Hispanics was $870 billion for 2009.
    • Between 2002 & 2020 their growth rate is projected to be 2.8% a year and by 2020 make up 18.9% of our total population.
    • 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.
  • 28. African American Purchasing Power
    • Total consumer spending by this group was $913 billion for 2009.
    • 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 and intellect.
    • African American’s comprise as much as 25% of all movie going audiences; 30% of active footwear consumers; and 31% of soft drink consumers.
  • 29. Asian Purchasing Power
    • Annual median income for this group is $52,500.
    • Total consumer spending by this group was $509 billion for 2009.
    • 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%.
  • 30. Where will this Purchasing power go?
    • Are you trying to reach these markets?
    • Are you trying to increase your sales while keeping your costs down?
    • If your answer is yes , then your answer is E-Tech.
  • 31. One Size Fits All, Or Does It?
    • 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 communities.
    Marketing to the ethnic communities sometimes means going against conventional wisdom.
  • 32.  
  • 33. Appreciate Diversity
    • 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 ethnic origin.
  • 34. 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.
  • 35. 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 and Religious identification But Wait…. There is one product that out performs these methods to better identify your market!
  • 36. Over 177 Ethnicities & 12 Major Religions Are waiting for you to contact them How are you going to reach them?
  • 37. has developed “ ” Which identifies Ethnicity, Hispanic Country of Origin, Religion and Language Preference .
  • 38. 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. Your data
  • 39. E-Tech enables you to identify Ethnicity, Religion and Language Preferences of any individual... + Your data
  • 40. ...on any database you may be using. = + Your data Your opportunity
  • 41. Multicultural Marketing Is An Opportunity
    • E-Tech enables you to seize this opportunity by accurately identifying
    African Americans Hispanics Asians And 170 + other groups
  • 42. E-Tech also enables you to find the fast growing ethnic family markets
  • 43. 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.
  • 44. Our History
    • 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 was born.
    • Ongoing research takes E-Tech a step ahead of any other approach.
  • 45. 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 files
    • A series of three (3) to six (6) character suffix rule files
  • 46. 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 databases.
    • Full documentation and support including a users group.
  • 47. Steps in Assigning Ethnicity
  • 48. 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 location.
    • Peter Yu could be either Korean or Chinese. Peter Mei Yu would be coded Chinese and Peter Hak Yu would be coded Korean.
  • 49. Language Preference
      • In marketing we often wind up sending the right message to the wrong audience or we reach the right audience but in the wrong language.
      • 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.
  • 50. What Language Does Pablo Prefer?
  • 51. Pablo thinks and speaks
  • 52. Language Preference Influences Consumer Spending
    • 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.
  • 53. Languages Spoken at Home in U.S. (in millions)
  • 54. Does this woman speak Hindu or Urdu?
    • The E-Tech System offers in language selection
    • It accurately predicts whether or not an individual speaks and thinks in their language of choice
  • 55. 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.
  • 56. 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?)
  • 57. Today’s Most Powerful Ethnic Marketing Tool Just Got Stronger Announcing Version 7.2
    • E-Tech 7.2 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.
  • 58. The E-Tech 7.2 system 2010
    • Over 175 Ethnic groups
    • Over 165,840 first names
    • Over 86,660 ethnic unique first names
    • Over 893,880 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
  • 59. Multi-Ethnic Surname Rules
    • In Version 7.2 , E-Tech addressed the many requests to solve the Non-Unique Surname Name phenomena.
    • E-Tech has over 2,525 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 correct ethnicity.
  • 60.  
  • 61. E-Tech Version 7.2 Facts
    • Increased Accuracy
    • More Information on recently relocated households
    • Increased Enhanced Neighborhood Analytics ( ENA )
    • More African American individuals
    • More Hispanic individuals
    • A significant increase in Spanish language identification
    • Match rates as high as 97%
  • 62. E-Tech Version 7.2 Facts (cont.)
    • The dramatic increases in E-Tech Version 7.2 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 7.2 now incorporates 20% more first names and 34% more surnames than E-Tech Version 7.0.  
    • Enhanced Neighborhood Analytics (ENA) – The incorporation of ENA technology in E-Tech Version 7.2 establishes a new and unprecedented level of granularity and completeness in the Ethnic marketing industry .
  • 63.
    • 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 differ.
    • 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.
  • 64.
    • Four levels of Hispanic and Asian Assimilation available from E-Tech.
    • Assimilated , Speaks and Understands only the Prevailing Culture Language. (English Speaking Only)
    • Bilingual , Speaks Primarily the Prevailing Culture Language and still Understands Native Language. (Bilingual prefers English)
    • Bilingual , Speaks Primarily Native Language and Understands Prevailing Culture Language. (Bilingual prefers Native Language)
    • Unassimilated , Speaks and Understands only the Native Language. (Native Language speaking only)
  • 65. E-Tech Version 7.2
    • E-TECH Version 7.2 incorporates the following 21 Countries of Origin selects for the Hispanic community: Mexico, Puerto Rico, Cuba, Brazil, Spain, El Salvador, the Dominican Republic, Columbia, 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.
  • 66. 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.
  • 67. Eliminate Error in Geographic Targeting
    • 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.
  • 68. 7.2 Higher Accuracy, Lower Cost
    • E-Tech 7.2 applies algorithms at a Zip+4 level resulting in greater accuracy
    • E-Tech can identify consumer characteristics
    • E-Tech 7.2 increases accuracy by retaining only those names that “most likely are” within your profile
  • 69. 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% - 96% match rate
    • E-Tech’s In House EthniCenter Database
    • License the E-Tech expert software system
      • Available in Main Frame, Server and PC versions
  • 70. Successful Uses for E-Tech Data
    • Credit Card Offers
    • Affinity Programs
    • Fundraising
    • Home Mortgage Offers
    • Automotive Offers
    • Retail Services
    • Insurance Offers
    • Long Distance
    • Cable or Satellite TV Offers
    • Political Campaigns
    • Health Care and Pharmaceuticals
  • 71. Product Developments for 2010
    • 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.
  • 72. EMS 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. .
  • 73. EMS (cont.)
    • 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.
  • 74. EthniCenter Financials
    • E-Tech’s Identification System provides:
      • Language
      • 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
  • 75. Customers at Risk of Switching how different they are?
    • 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
  • 76. EthniCenter Financials determines targeting for banking, insurance, and investment products based on current buyer profile. Hispanic Households 765,992 410,975 529 Plans 1,300,200 1,182,965 Stock Mutual Funds 639,851 250,600 Bond Mutual Funds 1,366,096 291,234 Annuities Investments NA 1,121,603 Medicare/Medicaid Supplemental Health Ins. 1,936,535 934,856 Long Term Care Insurance 1,584,719 427,779 Individual Health Insurance Long Term Care / Health Insurance 2,072,742 617,865 Term Life under $40K 997,869 141,392 Term Life over $200K 1,209,142 783,133 Term Life Insurance Tier 2 Prospects Tier 1 Prospects Life Insurance
  • 77. Database Modeling
    • 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.
  • 78. Modeling Advantages
    • 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
  • 79. Challenge Guarantee 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 .
  • 80. Keep Up With the Future
    • Ethnic Technologies’ full time, in-house ongoing research allows you to keep pace with the future as it arrives.
    • Becoming an E-Tech user gives you an active role in shaping this future.
  • 81. E-Tech Knows Who They Are
  • 82. Before you try to contact them
  • 83. Contact Us Call 866-333-8324 [email_address] Or visit our web site @ www.ethnictechnologies.com
  • 84. 2010 Product Line E-Tech’s Gender Enhancement Product from
  • 85. 2010 Product Line E-Tech’s Canadian database from
  • 86. 2010 Product Line E-Tech’s Family database from
  • 87. 2010 Product Line E-Tech’s Geo-spatial and Demographic data mining solution from E-Tech Mapping and E-Tech Powered MicroBuild HE
  • 88. Value of Actionable Data Reports
  • 89. Value of Actionable Data Reports
  • 90. 2010 Product Line E-Tech’s Demographic data append and address standardization product from E-Tech Express
  • 91.  
  • 92. E-Tech’s data cards can be found at the sites listed below
    • www.ethnictechnologies.com
    • www.srds.com
    • www.nextmark.com
    • www.minokc.com
  • 93. 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 our work.
    • Finding practical solutions to nearly impossible tasks.
    • 1-866-333-8324
  • 94.
    • Copyright 5/10/2010
    • Ethnic Technologies LLC
    • 600 Huyler Street
    • South Hackensack NJ 07606
    • Credits:
    • C.M. Kennedy
    • G.C. Holste
    • T.J. Lindsay
    • G.R. Nelson