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Refining Hispanic ROI in a Total Market World

By Roberto Ruiz, EVP - Research, Insights and Analytics

Recently, Univision participated in a study led by AHAA, on Refining Hispanic ROI in a Total Market World. The study finds that the growth of the Hispanic population, combined with the development of a Total Market strategy – defined as an “approach to marketing to Hispanics, and other multicultural organizations, that proactively integrates diverse segments right from the very beginning” – requires sales data and television measurement methods to evolve in order for marketers to get an accurate read on their Hispanic ROI. The study highlights three major areas for potential improvement in Hispanic ROI measurement. Click here to download the whitepaper and learn more about the findings.

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