In the US, consumer segmentation specialist Claritas has acquired Hispanic and multicultural business intelligence provider Geoscape International. Terms of the deal were not disclosed.
Geoscape was founded in 1995 by César Melgoza (pictured) and has bases in New York and Miami. The firm provides consumer intelligence and cultural insights backed by quant analysis, through business consulting, database-driven analytics and automated systems. Marketers can use the service to access consumer groups such as Hispanics, Asians, African-Americans, Millennials, GenZ and LGBT. The resulting data will be combined with the Claritas PRIZM solution, through which marketers can view a household's lifestyle and media behavior, including new measures of wealth and technology adoption.
Commenting on the deal, Mendoza said: 'When I founded Geoscape, I always envisioned creating the industry's most comprehensive marketing intelligence on international and multicultural audiences. Now, with the combination of Claritas' incredible customer segmentation depth and capabilities and Geoscape's multicultural targeting, that vision will become a reality while helping further position clients for growth'.
Web sites: www.claritas.com and www.geoscape.com .