Unlocking Key Insights to Reach the Hispanic Consumer by Osar Padilla, Vice President of Strategy at Luminar. Presentation for Portada's 6th Annual Hispanic Digital and Print Media Conference in New York City. Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013. Learn more at: http://www.portada-online.com/conferences

1. 6TH Annual Hispanic Advertising & Media Conference
Unlocking Key Insights to Reach
the Hispanic Consumer
BIG DATA: How Marketing is going from
‘Mad Men’ to ‘Math Men’
Presented by:
Oscar Padilla, Vice President of Strategy
September 20, 2012

2. Three Key Points I Want to Make Today
Big Data it’s not just Big Data is more Big Data is advancing
“big data”…it’s about a about Big Analysis how we market
framework, tools, and and insights to Latinos
technology
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3. Big Data – Understanding the Basics
Potential of terabytes How quickly does the All types of data are
to petabytes of data data move across the now being captured
enterprise when you (structured,
need to make a semi-structured and
decision? unstructured)
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4. People to People to Machine to
People machine machine
Netizens, Virtual Archives, medical
Devices, digital TV,
Sensors, gps devices,
Bar code scanners,
2.9 20 50
Communities,
Social networks, E-commerce, smart Surveillance cameras, million hours million
Web logs… Cards, bank cards, Scientific research… Emails, Of video Tweets
Computers, mobiles.. Sent every Uploaded Per day
second Every min
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5. What Type of Data are Marketers Collecting?
Which of the following kinds of customer data does your marketing
department collect or have access to?
Demographics
Customer transaction
Customer usage
Social media content
Offline Data
Social network ties & influence Digital & Interactive Data
Mobile phones/devices
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: 2012 BRITE-NYAMA Marketing in Transition Study
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6. Big Data Brings Significant Value to Businesses
Source: 2012 University of Texas Austin. Measuring the Business Impacts of Effective Data. In a comprehensive study of more than
150 Fortune 1000 across diverse industries
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7. Big Data is Critical to the Bottom Line
Companies using big data outperformed their respective markets and have
created sustained competitive advantages
Big Data Leaders Other Competitors
Source: September 2011, McKinsey & Company
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8. How is Big Data & Analytics Applied
Today to Reach Latinos?
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9. IT’S NOT... But This is What We’re
Seeing in the Market Place Today…
● Targeting assumptions based on mostly on survey
and sample methods (i.e. “Latinos over-index on
mobile usage”)
● Focus on traditional top DMAs
● Campaigns based on brokered list data, often just
ethnically-coded data
● Stereotype approach; they speak Spanish, consume
Spanish media, heavy online users…therefore,
good target
● Little or no cultural relevancy, focus on country of
origin
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10. ‹#›

11. ‹#›

12. The Value of Insights…Moving from a Data
Commodity to High-Value Assets
Value
+ Actionable
Insights
+ Cultural Filters
+ Information
+ Data
Touch Points
Refinement
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13. A Big Data Approach to Hispanic Marketing
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14. How Does it Work?
Data Sources Data Management & Staging Insight Solutions
Customer Visualization Application
BI Portal
Luminar Data
Customer Data
Mash-up
Client Data Files
Real-Time
Cloud Insights
3rd Party Data
Unstructured Data Big Data Analytics
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15. Where Does Luminar’s Data Come From?
Our Data is aggregated from over 2000 diverse sources
● We aggregate consumer transactional data from loyalty
systems
● Data sources contributed to Luminar include complete
transaction POS files
● Sources also include online transaction data from
retailers such as Amazon.com and Barnes & Noble
● We incorporate data sources that include individual,
household, demographics and lifestyle information
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16. Lets Review Examples of Big Data
Denver, CO Voter Analysis CPG Chicago Market
Product Analysis
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17. LUMINAR ANALYTICS EXAMPLE:
DENVER VOTER FILE
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18. The Power of Voter & Consumer Data
Public Voter Information Luminar Consumer Behavior Data
How we do it: We mash-up voter file
against consumer databases and analyze
those individuals on political issues to
produce actionable insights
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19. Denver Voter File Profile
DENVER VOTERS:
Total of registered voters: 411,256
Hispanic voters: 54,818 (14%)
Luminar Hispanic voters: 55,334 (94%)
Source: Luminar Insight App. 2012 Denver voter file analysis
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20. Denver Hispanic Assimilation
Source: Luminar Insight App. 2012 Denver voter file analysis
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21. Denver Hispanic Assimilation
Based on this insight, registered Hispanic voters are
predominantly Spanish-speaking or at a minimum, bilingual.
Source: Luminar Insight App. 2012 Denver voter file analysis
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22. Denver Hispanic Party Voter Consumption
Source: Luminar Insight App. 2012 Denver voter file analysis
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23. Persona A – Working Mother
• My name is Irma Gonzales, and I am a Hispanic female in my mid 30’s.
Married with two children, I have lived in New York City for 12 years -
however, I do not speak English very well. I am a Democrat, voted 2 times in
the last 8 years
• During the last three months, I have gone to the supermarket multiple times
and spent $200 (per trip) on the products mentioned above.
• I also use these opportunities to buy necessities for my children, as well as
special treats.
Communications Strategy
a) Emotional connections to education
b) Moderate voter
c) Predominantly Spanish speaking, deliver communications in
Spanish
d) Persuasion / GOTV
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24. Persona B – Luminar Hispanic Insights
• I am a proud bilingual Hispanic in my 50’s, with 12 years of residence in Denver.
I’m a registered republican, and voted in the last 3 elections
• My passion are books, so I spend my free time reading novels.
• Usually I buy my books through catalogs, paying with a credit card.
• Sometimes, I also get presents for my grandchildren and spend an average of $72
each time I place an order.
Communications Strategy
a) Super voter, republican.
b) High acculturation
c) Protecting Latino family messages…

25. “GENERIC” CPG BRAND ANALYSIS FOR
CHICAGO MARKET
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26. CPG Company Seeking Insights
● Diversified CPG across different brands and categories
● Analysis based on Chicago market
● Data analyzed; 800,000 records
● Client was seeking brand intelligence pertaining:
- Store and shopper insights
- Consumer behavioral insights
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27. It’s Starts with Questions About your
Consumer and Shopping Behavior
● What is the size of their basket purchase? ● What is their level of acculturation?
● How much is spent in groceries per month? ● What is their income level?
● What is the purchase cycle? ● Do they prefer to speak in English or
● How frequently do they go grocery shopping? Spanish?
● What weeks of the month do they usually buy ● How many people per household are
groceries? there?
● What supermarkets do they shop at? ● Where do they live within my trading area?
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28. Luminar Insight App Overview
Luminar Insight Apps delivers analytics and insights through an intuitive web-
based portal customized to clients’ needs
Basket Analysis Brand Comparison
Frequency Purchasing Cycle Brand Social-demographics Income Level
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29. BASKET PURCHASING | helps shed insight into questions such as:
• What is the size of the basket purchase?
• How much is spent in groceries per month?
• What else is in the purchase basket?
Source: “Generic” CPG Brand Analysis | Chicago Market.
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30. BRAN SOCIALGRAPHICS | helps shed insight into questions such
as:
• Brand is the income level?
• What is the level of acculturation by brand/region?
• What is the brand/income level per household?
Source: “Generic” CPG Brand Analysis | Chicago Market.
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31. How is Client Using Analytics?
Analysis being used to help:
- Understand in-store behavior for trading area
- Define micro-targeting strategies based on overall
purchasing patterns
- Enhance the multicultural shopping experience by
targeting more relevant messages
- Competitive price comparison
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32. Some Final Thoughts…
1) Remember, big data is more than Data. Big Data gives you
powerful analytic tools for greater accuracy, transparency,
and predictive power
2) Use more diverse data. More diverse data leads to more
insights, don’t be married to just one source
3) Solve a real pain point. Think about your core business
problems and how to solve analyzing big data
4) Big data is about finding meaning and context. In other
words, reaching actionable insights, connecting the dots
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33. Oscar Padilla, Vice President of Strategy
opadilla@luminarinsights.com
(866)375-4224 office
Please contact me directly to receive a copy of this deck or discuss our services
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