Data-Driven Insights: The future of Multicultural Marketing
Data-Driven Insights: The future of Multicultural Marketing


More than 40% of the U.S. are diverse, non-white Americans. The combined buying power of African-Americans, Asians and Native Americans was an estimated $2.2 trillion in 2016, a 138 percent gain since 2000. In comparison the buying power of whites increased by 79 percent, and Hispanic buying power is bigger than the economies of all but 14 countries in the world.

The future of multicultural data-driven insights resides on the deep understanding that users may share the same language but values, traditions, and buying habits are directly connected by their country of origin or ethnicity.

This presentation will dive into data-driven demographic and psychographic insights among different ethnic groups thru big data analytics and machine learning.

-Intro to US multicultural population and use of technology
-Big data analytics: ethnicity, language, geography. Face recognition.
-Real-time data analytics among influencer: Tracking the pulse of multicultural conversations
-What we learned about online behavior among US Hispanics (case study)


Natasha Pongonis is the Co-Founder and CEO of OYE! Business Intelligence, a solution that provides organizations with unique insights through online conversations among multicultural users, regardless of the language they speak, geography or level of influence.

Natasha is also a partner at Nativa a multicultural marketing agency that focuses on using data-driven insights to guide the development of digital communications strategies. She is a native from Argentina with a degree in Architecture who has worked with companies in Europe, North and South America developing a strong sense of understanding the client’s needs and creating culturally relevant online presences. Some of her clients include Henkel Corp., MassMutual Financial, Fox Broadcasting, Kroger Pharmacy, and the CDC among other leading companiesN

Open Data Science




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