As the U.S. Hispanic Market Grows, Leading Brands Step Up the Pressure...

As the U.S. Hispanic Market Grows, Leading Brands Step Up the Pressure on Information and Measurement Companies for More Comprehensive and Targeted Data

Desire for 'Total Market Approach' Highlights Need for New Data and Measurement Methodologies


SHARE THIS ARTICLE

NEW YORK, July 1 /PRNewswire-HISPANIC PR WIRE/ — With the U.S. Hispanic population becoming a major consumer force, brand marketers’ need for comprehensive consumption and media measurement on this segment is essential. At a recent meeting of the Latinum Network, held at NBA headquarters in Manhattan, marketing executives from the nation’s most powerful brands called for stepped up action by the industry’s leading measurement and data companies. The meeting also uncovered the industry’s appetite for standardized methodologies to assess overall performance and metrics in the U.S. Hispanic market.

The industry appears to be moving towards a “total market approach” where sales allocation and media consumption patterns for U.S. Hispanics are assessed vis a vis the general market. Without this new paradigm, brands will continue to struggle to evaluate ROI and optimize spend in the midst of this exploding demographic consumer segment.

According to David Wellisch, principal, Latinum Network, “A total market approach will ensure that you’re investing each dollar where the return is highest, yet without sales tracking and comprehensive panel data, understanding the interactions and spillovers between the general market and the Hispanic market becomes very difficult.”

Says Symphony IRI Senior Vice President Lance Goodridge, “We are looking forward to working with Latinum to address these concerns in new ways – including options like increasing the size of our U.S. Hispanic panel.”

In an effort to mobilize leading service providers and support leading brands in their efforts to unlock the full value presented by this market segment, Latinum, the first business network devoted to helping corporations penetrate the $1 trillion U.S. Hispanic market, brought together media experts from Symphony IRI, Millward Brown, Integration-IMC, Bromley Communications, Lotame, and Univision, along with marketing executives from 24 big brands including 7-Eleven, Clorox, DirectTV, Kraft Foods, Pepsico, and Subway(R) Restaurants.

About Latinum Network

Latinum Network is a business network that assists brands in taking advantage of the growing U.S. Hispanic market through strategic analytics, cutting edge research, and peer to peer collaboration. The company was established by David Wellisch, founder and former GM of AOL Latino, and Michael Klein, former top executive at the Corporate Executive Board, the world’s largest business network provider. Latinum Network assists executives and their teams in developing deeper insights into the market, more effective strategies for the segment, and the solutions required to successfully design and execute core marketing initiatives. Latinum Network is a wholly-owned business of EcoNet Ventures LLC.

For more information, visit http://www.latinumnetwork.com

SOURCE Latinum Network

As the U.S. Hispanic Market Grows, Leading Brands Step Up the Pressure on Information and Measurement Companies for More Comprehensive and Targeted Data