Commercial Alliance to Provide Latinum Members with Added Consumer Insights and Local Market Intelligence Using Geoscape’s Proprietary Resources and Tools
Bethesda, MD – August 24, 2011 – Latinum Network, an innovative business network for marketers focused on the Hispanic consumer, today announced that it has partnered with Geoscape to provide Latinum members access to its powerful data and visualization tools through the Latinum’s online portal. Geoscape is well known for its databases, automated intelligence systems and analytic capabilities. Through this new affiliation, Latinum’s member companies including Cigna, ConAgra Foods, Heineken / Tecate, Kraft Foods, Nestlé, Diageo, MetLife, Dr. Pepper, NBA, PepsiCo, Unilever, among others can utilize the basic-level Geoscape Intelligence System (GIS)included as part of the Latinum membership to improve their understanding of Hispanic consumer insights and a discounted upgrade to local and micro-market insights across the United States.
This announcement follows an explosive period of growth for Latinum, which has more than tripled in size since 2009. Latinum works with brand executives at more than 75 member companies in a dozen different industries to provide access to original, up-to-the-minute research and analysis about the Latino market and collaborate across categories to help them achieve their marketing goals.
“At Latinum, we are dedicated to investing in new solutions that will help our members further understand and effectively target U.S. Latinos,” said David Wellisch, co-founder and Managing Partner, Latinum Network. “Through this partnership with Geoscape, Latinum members will have a new cost-efficient way to access Geoscape’s tools and data and advance their understanding of Latino cultural behaviors.”
“Latinum is a great partner for Geoscape. We are both delving into the consumer behaviors of this surging U.S. Hispanic population and together we bring our combined expertise to Latinum’s top-tier brands,” said César M Melgoza, Founder and CEO, Geoscape. “We look forward to working with Latinum and its members as they break new ground in this marketplace.”
Latinum and Geoscape have identified several ways member companies across various industries will be able to benefit from the program, including:
- Consumer Goods Producers can create and refine distribution strategies for maximum sell-though and improve negotiation strategies with retailers based on the most accurate demographic data
- Retailers can optimize site selection and trade area analysis to build local market share and append significant acculturation data to create a more robust customer information file
- Health Insurance Companiescan tailor agent- and provider-networks to local population needs
- Multi-line Insurance Carriers can optimize their agent networks and recruitment efforts to match the ethnicities and acculturation levels of local population
- Financial Services Companies can identify high-growth market areas for key product and service offerings while optimizing branch staffing to improve customer service levels and increase efficiencies
- Telecommunications Providers can now reduce churn and increase product uptake with specially-designed service packages tuned to the needs and buying habits of local populations
As part of the partnership, all Latinum members will have access to several of Geoscape’s proprietary tools and resources seamlessly on the Latinum portal, including:
- The Basic Edition of GIS including all American Marketscape Datastream™ (AMDS) and Consumer Spending Dynamix™ data for all 50 states and Washington D.C., along with 210 Nielsen Designated Market Areas (DMAs)
- The ability to create and save maps, MDx reports and projects in an easy-to-use, cloud-based application that aids in their analysis of target markets and new market initiatives
- Data resources including Hispanicity™ and Asianicity™ acculturation models, language usage, country-of-origin, consumer spending trends, and media usage habits
- Discounted pay-per-use features including Retail Target and BehaviorLink (among others) analysis and more granular data down to the ZIP code or block-group level.
Latinum and Geoscape experts will be on hand to assist and support members in their data mining and analysis efforts, adding their specific expertise to these initiatives.
About Latinum Network
The Latinum Network is the premier business network that assists brands in taking advantage of the growing U.S. Latino market through strategic analytics, cutting-edge research and peer-to-peer collaboration. The company was established by David Wellisch, founder and former general manager of AOL Latino, and Michael Klein, former top executive at the Corporate Executive Board, the world’s leading 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. The company currently has over 70 members including some of the nation’s most recognizable brands including ConAgra Foods, DirecTV, Heineken / Tecate, Kraft Foods, NBA, NFL, PepsiCo, Time Inc. (People en Español), Unilever and Univision Communications, among others. Latinum Network is a wholly owned business of EcoNet Ventures LLC.
About Geoscape
Geoscape serves hundreds of clients across industries within the U.S. and European communities by providing business strategy, analytics, research, databases and automated intelligence systems. The online Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system and a variety of geo-demographic, consumer, business and media databases enable actionable insights that lead our clients to gain significant business advantages. Geoscape is a privately held company and is headquartered in Miami and Geoscape Europe BV is headquartered in Amsterdam.