July Executive Roundtable, McDonald’s
Co-hosted at McDonald’s headquarters in Chicago, 15 leaders of top U.S. brands met to discuss the common challenges related to capitalizing on the Hispanic market. Facilitated by the Latinum team, this forum provided an opportunity for dynamic peer interaction, a walkthrough of Latinum’s original analysis of the business drivers of U.S. Hispanic initiatives, and insight from McDonald’s CMO, Neil Golden.
Communication and Alignment of Priorities
Latinum’s Voice of the Leader survey has helped members communicate and align objectives and priorities with company leadership and business partners. This original effort provides members with a direct view into the objectives, trade-offs and organizational approaches of their peers. The survey uncovers and documents the network’s collective intelligence on issues of strategic importance in core marketing and business management, and provides an understanding of expectations for the segment.
Executive Decision Support
Executive Decision Support provides members the opportunity to work with the Latinum team to overcome company-specific objectives. This is achieved through peer collaboration, customized analytics, and topic or industry specific issue groups.
Our latest analysis of U.S. Hispanic consumer spending patterns has provided leading CPG companies with a clear picture of specific category growth, percentage of growth represented by Hispanics, and total amount spent by Hispanics as compared to other segments and the general market. These powerful analytics allow members to quantify the market opportunity and justify budgets for Hispanic marketing campaigns.
Latinum's proprietary model of economic and social acculturation recently helped a top corporation determine emerging opportunities in the Hispanic market. By identifying triggers of Hispanic consumer behavior, Latinum analyses have helped members determine the real potential of major products and segments and improve the ROI of targeting strategies.
Measuring and Tracking Hispanic Marketing Initiatives
Latinum is working with members to track and demonstrate the performance of Hispanic initiatives using the best metrics and deployment of effective dashboard. Through discussion and peer collaboration, members link measurement strategies to key performance indicators and implement new metrics aligning to deeper insights into initiative performance.
Increase Customer Acquisition through the use of Partnerships & New Marketing Initiatives
Latinum has helped members evaluate customer acquisition strategies and collaborat to identify partnership opportunities leading to new marketing initiatives. Through the Latinum Connect service, members are able to share objectives and access market leaders and potential partnership candidates.