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.
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” will become the majority in our major urban markets.
This will be especially true of African Americans, Hispanics and Asians.
Multicultural Marketing Offers Many Opportunities
By 2010, today’s minorities are projected to 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.
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.
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.
The African American population reached 40.2 million in 2008, 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.
Total consumer spending by this group was $509 billion for 2008.
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 .
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.
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!
Over 177 Ethnicities & 12 Major Religions Are waiting for you to contact them How are you going to reach them?
has developed “ ” Which identifies Ethnicity, Hispanic Country of Origin, Religion and Language Preference .
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
E-Tech enables you to identify Ethnicity, Religion and Language Preferences of any individual... + Your data
...on any database you may be using. = + Your data Your opportunity
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 was born.
Ongoing research takes E-Tech a step ahead of any other approach.
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.
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 7.1
E-Tech 7.1 adds unprecedented breadth and depth to your ethnic, religious and spoken language marketing capabilities. Now you can expect an 92% to 96% match rate with up to of 95% accuracy, and dig deeper into specific markets with more unique first names, unique middle names and surnames.
In Version 7.1 , E-Tech addressed the many requests to solve the Non-Unique Surname Name phenomena.
E-Tech has over 2,495 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.
The dramatic increases in E-Tech Version 7.1 are the results of two main efforts:
Names Research - Leading name research efforts has been a key strength of E-Tech for more than 30 years. E-Tech Version 7.1 now incorporates 16% more first names and 32% more surnames than E-Tech Version 7.0.
Enhanced Neighborhood Analytics (ENA) – The incorporation of ENA technology in E-Tech Version 7.1 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 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.
E-TECH Version 7.1 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.
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.
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 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.
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
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
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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 .