Luminar Debuts Latino Voting Insights Service

Recently launched Hispanic analytics and modeling agency Luminar has introduced a service which build a picture of Latino voters using voter registers and data on media use, digital interactions and transactions.

Luminar - which was launched last month by Spanish-language broadcaster Entravision communications - uses proprietary analytics and modeling technology to unlock big data, and develop predictive models that reflect the behaviors and attitudes of Latino consumers across a wide range of sectors.

Using its new service, Luminar recently analyzed the Latino population of Denver, CO, where approximately 14% of registered voters are of Latino descent. The company segmented these voters by political affiliation and then combined this information with purchasing behavior data to create a view of how the two are linked. So, for instance, those defined as 'super voters' (who vote in every election) turned out to be mainly Democrats who spent the highest amount on children's products.

Franklin Rios (pictured), President of Luminar, comments: 'Political campaign managers are aware that if they want to win the election they need to have the Latino vote. Luminar offers cutting-edge solutions that break down generalizations and provide campaigns with a detailed profile of this population, down to even an individual level.'

Web site: www.luminarinsights.com .