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 Ethnic Technologies would be pleased to encode your lists using the E-Tech system. Encoding is available for business and consumer lists and for rental and proprietary list properties.
ADVANTAGES OF CODING YOUR LIST WITH E-TECH
1) COMPREHENSIVENESS - As Ethnic Technologies addresses the entire problem of proper ethnic identification, it goes to great lengths to identify all ethnic groups, not just the groups where there is a clear current marketing interest. In doing so, E-Tech avoids confusing some ethnicities with other ethnicities. For instance, many approaches offer Asian categories such as Chinese, Japanese, Korean, and Vietnamese. How can these offerings assure you that the names that properly belong in other ethnic groups do not mix with the major groups they offer? An example of this might well be Myanmar (Burmese) mixed in with Chinese. Names such as Ma Ne Tun, Ba Thaung, or Maung Khaing are Burmese names, not Chinese. They do not speak Chinese and are probably not receptive to offerings specifically geared towards Chinese people.
For names that are common to two or more ethnic groups, we look at the middle names of individuals to be used as the "tie breaker" between ethnicities. An example of this would be the name, Peter Yu. Peter Yu could be either Korean or Chinese. Therefore, E-Tech would use his middle name to determine his ethnicity. For example, E-Tech would code Peter Mei Yu as Chinese and Peter Hak Yu as Korean. The name John Smith, depending on his geographic location, could be either English or African American. If his name were John Big Eagle Smith, E-Tech would use his middle name to code him as Native American regardless of his geographic location. Middle names are also used to define different religions within a group, i.e. Indians could either be Sikh or Hindu.
Competitive approaches seem to have lumped all "Soviets" together under the term, "Russian." They also tend to generalize other ethnic groups based on their geographic locations. For example, individuals may be generalized as "Yugoslavian", but one might well find Croats, Serbs, Slovenes, and a number of other ethnicities. Another example would be the generalization of "Czechoslovakians," but a person from that geographic location could also be Czech, Slovak, or Magyar, Polish, Estonian, and other ethnic groups. Most specifically, competitors seem to generalize "African Americans." E-Tech differentiates the ethnic origins of "African Americans," an E-Tech specialty.
 2) HISPANIC COUNTRY OF ORIGIN Beginning with E-Tech Version 6.0, we incorporated name research and geographic locators. Now, Ethnic Technologies can determine Hispanic Country of Origin from twenty-one countries: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, the Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Spain, Uruguay and Venezuela.
3) ASSIMILATION MODULE-Hispanic and Asian Assimilation Index is an available Ethnic enhancement module for E-Tech version 8.0. It predicts the level of assimilation of an individual. The Assimilation Index provides a score indicating the degree to which an individual member of a given ethnic group (e.g. Hispanics and Asians) has adopted the language, customs, or attitudes of the prevailing culture. In our 8.0 release, these indexes will be available for the Hispanic and Asian identified individuals only. Future releases will include our other groups. Please stay tuned for their release dates
AFRICAN AMERICAN - With E-Tech 7.1 Ibo and Yoruba were added. There are African Americans and other people of African descent residing in the United States, including Jamaican, Haitian, Ibo, Hausa, Yoruba, Zulu, Xhosa, and many other ethnic groups. E-Tech uses the term "African American" for convenience, but would work as well with an international list as an "African" list.
Traditionally, marketers had to rely upon direct response lists, such as subscribers to publications geared to African American audiences or upon encoding systems which could identify English, Scotch, French, Irish, Welch, and Dutch surnames that resided in traditionally non-white neighborhoods. Therefore, you had your choice of either good quality without quantity or more quantity without as much quality. Large numbers of African Americans could not be reached as either they were not subscribers or they could not be identified using the surname approach.
 E-Tech offers higher quality and vastly improved quantity. E-Tech uses first names uniquely given to African Americans, identifies African first and last names, and analyzes Islamic first names used in conjunction with borrowed surnames or African surnames. As a result of these abilities, E-Tech is able to identify African Americans no matter where they live with an accuracy rivaling direct response lists.
5) OPEN ENDED - E-Tech utilizes an expert system approach to name analysis. Even if the names on a list are hyphenated, slightly misspelled, or brand new to this country, there is a good chance E-Tech will correctly identify it.
6) COMMITMENT - This is our primary business. We are committed to it today and tomorrow. We stand behind our product. We are already able to match up to 95% of the names on any list, a great deal better than any other approach. We shall strive for a 100% match rate. Your success in multicultural marketing is our success. We have established an E-Tech user group dedicated to addressing your needs.
7) PRICE SCHEDULE - Call or Email us for current encoding price schedule |
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Encoding List Service