Assimilation Indexes Help Mailers Reach Ethnic Groups

BB Direct has launched “assimilation indexes” which it says will allow marketers to better segment direct mail efforts aimed at Hispanic and Asian markets.

According to the company, the indexes offer insight into the “level in which a Hispanic or Asian individual has adapted to the English language and the American way of living.”

The index relies on ethnicity, language preference, education, income, socioeconomic status, dwelling unit size and enhanced neighborhood analytics, along with proprietary algorithms, that allow marketers to place Hispanic or Asian individuals within one of four assimilation indexes.

The Opportunist’s Take: There have been a fair number of ethnic-related marketing solutions offered recently. It is, apparently, the season for ethnic marketing – or perhaps it’s just that DMers are realizing that in tough economic times, they’d better start targeting traditionally under-targeted markets. That said, marketers should bear in mind that solicitations should not only be “in-language,” but “in-culture” as well.