Mario Carrasco

Articles by Mario All articles by Mario

• Why Diverse Data Is As Critical As Diverse Media For Multicultural Audiences in MAD on 02/09/2025
  

  Let's address the elephant in the room: Not all data is created equal. Many programmatic campaigns rely on datasets that fail to capture the complexities of multicultural consumers.

• Diverse-Owned Data Delivers Programmatic Media Buying Results in MAD on 08/26/2024
  

  While a growing contingent, the number of diverse-owned media platforms is limited, making it difficult for buyers to fully achieve their diversity spending goals. This is where diverse-owned data can step in to bridge the gap.

• Winning Elections With Data-Driven Programmatic Advertising Strategies in MAD on 06/04/2024
  

  In today's dynamic political landscape, understanding regulations, embracing multicultural voters and strategically leveraging data are essential to effective programmatic advertising.

• Financial Services Industry Strives to Navigate U.S. Latino 'Bothism' in MAD on 05/10/2024
  

  While the industry has struggled to embrace bothism - the concept of merging seemingly opposing approaches for better results - multicultural consumers in the U.S., particularly bi-cultural Latinos, have fully adopted it.

• Can Programmatic Advertising Be Inclusive? in MAD on 03/26/2024
  

  While diversity, equity, and inclusion seem to have fallen out of favor in some areas, DEI continues to thrive in others.

• Diversity In Data: Can Multicultural Insights Transform Programmatic? in MAD on 02/14/2024
  

  Multicultural marketing is not a campaign. It's an intentional effort to acknowledge and respond to the diverse backgrounds, languages and cultures shaping today's consumer landscape.

• The Ins and Outs Of Election 2024 Audience Targeting in MAD on 01/19/2024
  

  Diversity is a driving force in American democracy, and multicultural audiences wield significant influence online and at the ballot box. By leveraging multicultural insights, media buyers can tailor programmatic campaigns to serve ads on channels favored by diverse communities with messages that are important to them.

• Beyond Stereotypes: Embracing Specificity for Authentic Multicultural Marketing in MAD on 12/28/2023
  

  While targeting broader ethnic or cultural groups represents a step forward from the general market, it still fails to address the inherent diversity within these groups.

• Here's Why Multicultural Consumers Are More Concerned About Privacy Issues in MAD on 11/16/2023
  

  It is crucial for businesses collecting and using zero-party data from multicultural consumers to have a robust data governance process that demonstrates a commitment to protecting consumer privacy and using data responsibly.

• Why Cultural Competence Is Critical In The Age of Multicultural Data in MAD on 10/04/2023
  

  While necessary for companies and brands aspiring to reach and engage multicultural audiences meaningfully, cultural competence is essential for programmatic media buyers who rely on data-driven strategies to target their ads.

Comments by Mario All comments by Mario

• Why Diverse Data Is As Critical As Diverse Media For Multicultural Audiences by Mario Carrasco (MAD on 02/09/2025)
  

  John, thanks for engaging. Let’s break this down:1.      “Business strategy isn’t about ethics, it’s about ROI.” Agreed—ROI drives decisions. But diverse media and data do deliver results. McKinsey, Nielsen, and ANA studies show brands investing in multicultural marketing outperform those that don’t. Diverse data isn’t about ethics—it’s about reaching the right consumers effectively and driving better performance.2.      “Advertisers don’t need hyper-specific labels; they need performance metrics.” If broad targeting worked best, every brand would use it. Instead, companies like McDonald's and Netflix succeed by leveraging audience insights to create culturally relevant campaigns. Assuming all Hispanic consumers are the same is like assuming all Gen Zers behave alike—lazy marketing that wastes ad spend.3.      “Zero-party data is limited and biased.” First-party and zero-party data are the future of digital marketing (see Google’s Privacy Sandbox, Meta’s shift away from third-party cookies). No data set is perfect, but self-reported data validated with behavioral insights beats outdated third-party models. Consumers engage more when ads reflect their actual interests.4.      “The gap isn’t about data; it’s about execution.” Execution matters, but bad data leads to bad execution. If your DSP relies on weak audience data, your campaign fails before it starts. Great creative without great targeting is wasted budget. Data ensures the right message reaches the right consumer at the right time.5.      “Advertising is about selling, not authenticity.” Tell that to brands like McDonald's and Netflix, who profit by understanding their audience. Consumers reward brands that speak to them authentically, and diverse data makes that possible.Bottom line? Diverse data isn’t a buzzword—it’s a performance driver. Advertisers who use it outperform those who don’t. Appreciate the skepticism, but the market has already spoken.

• Agency Strategists Deserve Better Research Tech, Accessible Data by Mario Carrasco (MAD on 03/01/2021)
  

  Thank you, James. Yes, you bring up other great points. I could have added another point, transperancy. We need to know where the data is coming from in order to being able to trust making informed opinions on it. Would be great to connect and speak to you as this is something I could explore in another column. 

• We Shop Together: How Hispanic Collectivism Affects Online Buys by Mario Carrasco (Marketing Insider on 01/13/2021)
  

  Yes, I mean that. The first sentence in the article frames the article as one regarding Hispanic Americans. 

• Marketing To Asian Identity, Not Assumptions by Mario Carrasco (Marketing Insider on 10/05/2020)
  

  Hi PJ, we didn't include that term specifically but we did include country of origin + American, which is close to what you are referring to. 

• Boomers Driving New Wave Of Cord-Cutting by Mario Carrasco (Marketing Insider on 06/07/2018)
  

  The comments are longer than my article. Bravo. 

• The Real Meaning Of Hispanic Marketing by (Engage:Hispanics on 09/19/2016)
  

  Clint - I'd like to also add that we have a wealth of data available at no cost on our website at www.thinknowresearch.com. It touches on many of the points, Cesar, brings up in his article and is a good place to start for SMBs.

• The Latino-Infused CPG by Roberto Siewczynski (Engage:Hispanics on 09/15/2016)
  

  think of it a “Hispanic Trojan horse.” - I like this idea. Applicable beyond the CPG space. Great article, Roberto.

• Is Acculturation Really Dead? by Mario Carrasco (Engage:Hispanics on 06/08/2016)
  

  100% agree, Jake. To be honest I get tired of it too but its usefulness outweighs my feelings towards it.

• Is The Sharing Economy Getting Its Share Of Multicultural Consumers? by Mario Carrasco (Engage:Hispanics on 03/03/2016)
  

  Good point, Toya. This is definitely reflected in our data. I wonder what Airbnb can do?

• Beyond Hispanic Over-Indexing: Binge-Viewing by Mario Carrasco (Engage:Hispanics on 07/23/2015)
  

  HI Ed - the samples were representative of the Hispanic population per Census. You can download the full study here to see the full demographic details: http://campaigns.thinknowresearch.com/downloads/hispanic-consumer-binge-tv-viewing-2015.html

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