The Marketing Insider: A Claritas Podcast

In the United States today, just over 42.5 million people, or 12 percent of the population, identify as black. It’s a trillion-dollar consumer market that is in many ways underserved. In this episode of The Why Behind The Buy, host Monique Ruiz discusses data from the Claritas 2020 African-American Market Report with multicultural marketing expert Ron Cohen, and talks with entrepreneur and busines...

With less than one year to go before the 2020 election, candidates for president and Congress are busy laying the groundwork for voter outreach, with advertising and marketing campaigns only increasing in intensity over the next 11 months. In this episode of The Why Behind The Buy, host Monique Ruiz talks with David Mesas, Claritas’ in-house expert on voter trends and demographics, about who is go...

Identity graphs are becoming a key component of the marketing and technology stack for enterprise brand marketers. Yet many are still unfamiliar with this new technology and are looking for more information. In this episode of The Why Behind The Buy, host Monique Ruiz interviews Barney Marvin, an identity graph expert, who explains the ins, outs, benefits and limitations of identity graphs. Moniqu...

The future of the U.S. is multicultural, and has been trending that way for years. In fact, since 2010, 92 percent of the population growth in the U.S. has emanated from Hispanic, African-American and Asian population groups. In this episode of the Why Behind The Buy, Monique talks with multicultural marketing expert Cesar Melgoza about effective multicultural marketing. She also talks with Sonia...

Marketers have plenty of ways to assess the value of their marketing campaigns, and multi-touch attribution, or MTA, has traditionally been considered one of the most effective. Making MTA work best requires an identity graph running under the hood, but once you have an effective identity graph, you’ve opened the door to properly measuring the success of your omnichannel marketing. It’s a lot to k...

Even in 2019, misconceptions about Hispanic-Americans are persistent and widely held, but marketers who get past the tired tropes and market to Latino consumers in an authentic way – aka the “pLatino Rule” of treating customers they way they wish to be treated while recognizing their culture of heritage – will be rewarded with an extremely loyal and fast-growing customer segment. Host Monique Ruiz...

Marketing to America’s fastest-growing population requires more than just running copy through Google Translate or swapping Anglo faces for Asian-American ones. But if marketers get it right, they will be able to tap into a population segment that has both high levels of household income and brand loyalty. In this episode of The Why Behind The Buy, host Monique Martin talks with Geoscape founder C...

Finance industry marketers need more than just a simple score to accurately predict or even understand their customers' financial behaviors. They need an actionable marketing solution that helps them sell smarter and win bigger without running afoul of consumer fair lending regulations. Segmentation can help. In the third episode of The Why Behind The Buy, host Monique Martin talks with finance in...

How should marketers change their assumptions, strategies and campaigns as diversity in the U.S. population becomes increasingly mainstream? What are the behavioral characteristics and market preferences between first, second and third-generation Americans? In the second episode of The Why Behind The Buy, host Monique Martin and César Melgoza, founder and CEO of Geoscape, a multicultural business...

What goes through the mind of a small business owner or buyer when she decides to purchase services from a telecom provider, an insurance carrier or a banking partner? Is it all about price? Do relationships count? What about convenience? In the first episode of The Why Behind The Buy, host Monique Martin and Claritas customer segmentation expert and Grady Behrens take listeners through a small bu...