Ethnic Codes Enhance US Segmentation Tool

Market intelligence systems and data provider Geoscape has introduced a marketing analytics platform to provide geodemographic, economic and behavioural segmentation data on people, households, media and shopping patterns in the US.

The new CultureCode system segments consumers by codes such as 'Hispanicity' for the Hispanic/Latino population and 'Asianicity' for the Asian-American consumer.

These codes can then be analyzed by country of origin, life stage, socioeconomic strata and a variety of shopping and media behaviour metrics.

'CultureCode represents an evolution in our product line and a revolution in the way that marketers think about the American consumer,' stated co-founder and President César Melgoza, who believes it will also help them to understand and act upon the opportunities within an increasingly diverse nation.

The system is integrated with two other products: the firm's own American Marketscape Data Stream which profiles the country's cultural landscape; and the Media Audit syndicated survey database for shopping and media behavior, operated by audience data collection firm International Demographics.

Geoscape was formed in June 2007 by the merger of Latin Force and Geoscape International. The company, which provides business strategy, analytics, databases and automated intelligence systems, has offices in New York City and Miami.

Web sites: www.geoscape.com and www.themediaaudit.com .

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