Hispanic businesses increasingly critical to U.S. Economy

Oct 03, 2017 / By César Melgoza

This week Geoscape released our 2017 Hispanics in Business Report  (to download fill out the form here).  This is the fifth annual report on the subject and the trend is clear; Latinos are forming businesses at more than twice the rate as the population overall.  Hispanic-owned businesses now number 4.4 million and are contributing $709 [...]

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Of Course We Respect our Flag and National Anthem…

Sep 25, 2017 / By César Melgoza

That’s why we’re expressing our concern when American values are being compromised The fact that NFL players are taking a knee during the national anthem is a completely American expression of rights and their duty to defend the constitution of the United States.  It is every American’s responsibility to speak out when we believe the [...]

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This Is My Home Court Too

This Is My Home Court Too

Sep 07, 2017 / By César Melgoza

By César M Melgoza, Founder & CEO; Geoscape cmelgoza@geoscape.com     Twitter:  @cesarmmelgoza Even if you’re not a tennis fan, you would have been excited, impressed and enlightened by Juan Martin del Potro’s perfo rmance in the U.S. Open tennis quarter finals Thursday night when he pulled off a mind-blowing upset of future hall-of-famer Roger Federer. Prior [...]

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Targeting Hispanic Consumers: It’s not Racist

Jun 09, 2017 / By César Melgoza

This article originally appeared in the MediaPost - In the age of real-time bidding, today’s targeting platforms are designed to transcend ethnicity. A bid made for an impression on an online ad exchange is routed in past behavior, which is supposed to tell us everything we need to know about the people we reach. It’s [...]

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Why American Businesses Will Continue To Depend On Hispanic Consumers To Achieve Their Growth and Profit Goals

Mar 20, 2017 / By César Melgoza

This article originally appeared in the Huffington Post - The fever pitch in Washington regarding immigration has some business people thinking Hispanics are diminishing in their importance to a strong U.S. economy – they really need to think again. The Hispanic population in the U.S. numbers approximately 60 million and since 2010 represents nearly 60 [...]

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Hispanics In The Boardroom: Glass Ceiling Or Foggy Windshield?

Aug 01, 2016 / By César Melgoza

This article originally appeared in The Huffington Post.   We all know about glass ceilings as the deceiving transparency of moving into the upper ranks of a corporation by members of under-represented groups. We don’t often think of that barrier as a detriment to an enterprise’s long-term success and value. We tend to think of [...]

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3 Secrets to Finding High-Growth Consumer Groups

Jun 06, 2016 / By César Melgoza

This blog post originally appeared in Entrepreneur. Every marketer is looking to capture the interest and spending dollars of the consumers who promise the highest and longest term growth. What characteristics define such consumers? To begin, their incomes are steadily growing, their population sizes must be rising and the amount that they spend on an [...]

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Multicultural Touch Points: A Lesson In Understanding, Communication And Data Science

Mar 29, 2016 / By César Melgoza

This blog post originally appeared in Retail TouchPoints. As retail marketers, we tend to think about touch points in terms of hitting the right audience at the right time. However, there are underlying components that make up an audience that many in retail overlook — especially when it comes to emerging demographic differences within the [...]

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Multicultural Marketing Is All About the Metrics

Jan 22, 2016 / By César Melgoza

This blog post originally appeared in Entrepreneur. There is no doubt that big data plays a crucial role for marketing departments in today’s insight-driven campaigns. However, the data that marketers need to pay much closer attention to reflects the buying patterns and preferences of the multicultural population. After all, this group, which will represent 138 [...]

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3 Ways to Help Your CMO Understand Why Multicultural Marketing Is Essential

Dec 15, 2015 / By César Melgoza

This blog post originally appeared in MediaPost. Most marketers understand that America’s demographics are evolving rapidly, as the majority of growth and nearly 40% of the American population is Asian, African-American, or Hispanic. But what’s astounding is that Asians and Hispanics together accounted for two-thirds of total economic spending growth from 2013 to 2014. Marketers [...]

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