MERCADEO Versión en español
AHAA leads the sector to improve the performance of the Hispanic Investment
21 de noviembre de 2014
AHAA presentó en el ANA Multicultural Marketing & Diversity una conferencia acerca del Retorno de Inversión
An initiative in the whole industry led by the trade group AHAA: The Voice of Hispanic Marketing, seeks to make more detailed measurements of advertisers of their return on investment (ROI) of the Hispanic market. A new study, Refining Hispanic ROI, released by AHAA, found that rapid changes in the Hispanic market, along with the emergence of the total market approach, require measurement methods and television sales data evolve or emergence of new models to give marketing professionals an accurate reading of their performance of Hispanic investment.The study was led by AHAA and developed by Sequent Partners, funded by Univision, Telemundo and ESPN. It evaluates and recommends best practices that improve the ability of marketing mix models to accurately assess the ROI of Hispanic efforts in any language, or the total market approach.”This study warns marketing professionals about the limitations of current information on the ROI, which often reduces the power of the Hispanic segment,” Carlos Santiago said, president of Research of AHAA and president of Santiago Solutions Group.”One of the most striking findings of the study showed that there is no best practice in modeling approaches for the performance of the Hispanic investment,” Jim Spaeth, of Sequent Partners, said. “We need to better align the current models of mixed Hispanic marketing efforts so that therein are reflected more accurately.”
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