Latino Big Data Launch for Entravision

In the US, Spanish language media company Entravision Communications Corporation has launched a new big data analytics and modeling business called Luminar, to help clients predict US Latino consumer behavior. Franklin Rios leads the new division as President.

Entravision provides television, radio and online services for Latino consumers across the United States, as well as those based in the border markets of the US and Mexico. Luminar will use proprietary analytics and modeling techniques to provide real-time business intelligence and insights on Latino marketing strategies.

The new firm's solutions include the 'Luminar Insights App', which provides access to proprietary Latino persona models and analytics. In addition, the company has developed the 'Customer Decision Engine', which builds on analysis of customer data; and a 'Real-Time Cloud Insights' tool, which takes a client's data and integrates insights to build prediction models.

Rios (pictured) says 'big data' analysis offers a much deeper understanding of consumer behavior, giving marketers 'the power to truly connect with US Latinos in a relevant way'. He adds: 'We're proud to be the first company to apply this analysis to Latino consumers and we look forward to providing clients with actionable insights that will positively impact their return on investment.'

Web site: www.luminarinsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.