Comments on: Which financial services companies are most attractive to Hispanics?

By: MR PETER

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By: Kango Ling

Kango Ling — Fri, 07 Mar 2008 01:44:45 +0000

What attracts Hispanics to auto insurance sites is a trip to Mexico. Insurance for a drive into Mexico is a big headache, there’s a lot of issues to it and even more insurance providers who offer all sorts of varying services and facilities, including online purchase. Which is what drives Hispanics, mostly in states like California and Texas, to these sites.

By: Paul

Paul — Thu, 06 Mar 2008 19:09:47 +0000

Brian L - Good question about how we defined “Hispanic”. There is of course the self-reported route, but we didn’t take that. Instead, Compete has built “behavioral profiles.” We have over 300 unique profiles defined; Hispanic is just one of them. Here’s how it works: we see a person visit a series of sites. Based on the content of the sites they visit, it tells us something about who they are and what they like. For example, we see a person visit ESPN.com, MSN’s FoxSports and Yahoo Sports! and we can define them as a sports enthusiasts. In fact, we can go further and determine if they are into MLB, College Basketball, or Fantasy Sports. We did the same here for Hispanics. There are hundreds of sites out there that are either geared toward Hispanics, have Spanish language sections, or Hispanic content. If a person visited those sites with a certain frequency, we tagged them as Hispanic.

There are pros and cons to both self-reported and behavior profiles, as you pointed out. In this case, we used behavioral data.

By: Brian L.

Brian L. — Thu, 06 Mar 2008 18:44:10 +0000

Pretty interesting results. It reminds me of a time when someone I know referred to T-Mobile as the Asian cell phone company. I was completely unaware of this fact, and I still don’t know if it is true. However, this makes me wonder how powerful word of mouth is, especially within groups that have a tight-knit community. Perhaps this can be attributed to the higher number of Hispanics on these particular websites.

One quick question about the data. How do you find the percentage that is Hispanic. I assume that answering a question on ethnicity is optional. Therefore, it is just that a higher number of Hispanic visitors actually report being Hispanic or that other races may choose not to answer the question at all? This would result in a number % of Hispanic visitors. Doubling the number of visitors does seems rather significant, but is it possible that the results are overstated?

By: Blog Marketing Journal

Blog Marketing Journal — Thu, 06 Mar 2008 18:16:05 +0000

Interesting graph and great questions brought about. I suppose more efforts should be focusing on the Hispanic market however, no more automated services should be provided here where WE must press the number 2 for ENGLISH! ;)