Geoscape introduces CultureCode.

Geoscape introduced CultureCode, a marketing analytics platform that will enable corporations to understand and act upon the opportunities within an increasingly diverse nation.

“CultureCode represents an evolution in the Geoscape product line and a revolution in the way that marketers think about the American consumer,” according to César M. Melgoza, Co-Founder and President of Geoscape.

Geoscape defines acculturation codes through consumer segmentation such as “Hispanicity” for the Hispanic/Latino population and “Asianicity”, which represents a related segmentation system for the dynamic Asian-American consumer. Hispanicity and Asianicity can be dimensionalized by country-of-origin, life stage, socioeconomic strata and a variety of shopping and media behavior metrics. CultureCode segmentation is included within the American Marketscape Data Stream and through a linkage with International Demographics, Inc.’s The Media Audit syndicated survey research database for shopping and media behavior. The result is an unprecedented level of detail that enables marketers to understand the dynamics of the diverse American consumer.

According to David J. Perez, Co-Founder and CEO of Geoscape, “CultureCode is a platform that consumer marketers must have in an era of economic challenges where investors demand a higher return on their marketing investment. CultureCode can contribute to fundamental business strategies that lead break-through insights and decisive actions.”