ThinkNow Debuts ConneKt Multicultural Segmentation Tool

Multicultural insights agency ThinkNow has launched a profiling and segmentation tool called ConneKt, which combines behavioral and psychographic data from mobile intelligence, first-party data and panel profile insights to deliver a holistic view of multicultural consumers.

The firm uncovers the cultural drivers behind consumer decisions for government and commercial clients, and operates the Hispanic online panel DigaYGane.com, both for its own use and as a sample source for other MR agencies. The new ConneKt tool offers access to multicultural consumers to create representative samples of US households across the nation, with data constantly updated and combined with a machine-learning algorithm for online targeting.

Data includes that gathered from mobile tracking and web sites visited, GPS, search strings and apps used; first-party data from more than 1.5 million data points gathered across thousands of surveys; and panel profile data such as zip code, age, gender, ethnicity, acculturation and language. This data is collected through multiple points including surveys and a proprietary app called ThinkNow Knowy that tracks user behavior.

Mario X. Carrasco (pictured), the firm's co-founder and Principal, comments: 'ThinkNow ConneKt is the first tool to help digital marketers go beyond binary targeting efforts to connect with multicultural consumers in real-time to deliver higher ROI on their advertising investment'.

Web site: www.thinknowresearch.com .

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