The Leader in
Multicultural Marketing

Frequently Asked Questions

•    Is E-Tech a surname system?
•    How does E-Tech compare with competitive systems?
•    How does E-Tech identify Language Preference?
•    What methodologies does E-Tech use for Religion?
•    How does E-Tech validate the data for accuracy?
•    Is technical support available to me if I either have my file encoded by Ethnic Technologies or acquire a site license for E-Tech?
•    What is G-Tech?
•    What is E-Tech Assimilation?
•    What is E-Tech Affluence?

Is E-Tech a surname system?back to top

NO, E-Tech is a rule-based system that combines analysis of first names, middle names, surnames, and surname prefixes and suffixes with geographic criteria. This structured, combined approach identifies the ethnicity, religion, and language preference of an individual. In addition, after all name information available is analyzed, E-Tech uses our proprietary Enhanced Neighborhood Analytics (ENA) geographic system to determine the person’s ethnicity.

How does E-Tech compare with competitive systems?back to top

Unlike systems using either exact spelling of surnames, matching against nationwide lists pre-coded with surname technology or using special subscription lists, E-Tech is a comprehensive process that results in both a higher match rate percentage and a higher degree of accuracy.  E-Tech provides broader and more precise classifications of databases of either individual consumers or business leaders, providing separate codes for ethnicity, religion, language preference and assimilation.  Competitors often use simple or advanced geo-based coding systems that have inherently lower accuracy than E-Tech.

E-Tech currently identifies over 175 different ethnicities, including Hispanics, Asians and African Americans.  No other system can provide the coverage at this level of detail. E-Tech will normally match more than 95% of the names and addresses on any database of legitimate names and addresses, higher than any other system.  Ethnic Technologies’ staff of ethnic researchers is always working to ensure the continual improvement and thought leadership of E-Tech.

How does E-Tech identify Language Preference?back to top

We accomplish this by first identifying unique first names. For example, E-Tech will say a woman whose first name is Marisol probably speaks and thinks in Spanish whether or not her last name is Lopez or Koslowski.
Second, E-Tech examines identified surnames with commonly used first names for each surname’s ethnicity to predict language preference.  For example, the surname Garcia is most often Hispanic, while the first name Pablo is common but not unique to Hispanics.

E-Tech will predict that Pablo Garcia speaks Spanish.  However, if Pablo’s last name were Debrito, which E-Tech identifies as Portuguese, we would predict that this Pablo is Portuguese and speaks Portuguese.

What methodologies does E-Tech use for Religion?back to top

As a general rule, Religion is inferred through Ethnicity. Arthur Adderley whose Ethnicity is English is inferred to be Protestant because the majority of English people are Protestant. An Iraqi’s inferred religion is Muslim.  However, E-Tech identifies many cases where people with specific surnames are not the prevailing religion of their ethnicity (e.g. German Jews).

How does E-Tech validate the data for accuracy?back to top

E-Tech rigorously analyzes its data using random tests and comparisons to primary data sources, as well as its own extensive research database.  In addition, we conduct specific market-driven testing with and receive feedback from our large E-Tech Users Group.

Is technical support available to me if I either have my file encoded by Ethnic Technologies or acquire a site license for E-Tech?back to top

Yes, a hotline is provided to answer both technical and marketing questions you may have. Also, the E-Tech Users Group has been created for your convenience to provide maintenance support and a feedback structure to address your needs.

What is G-Tech?back to top

G-Tech is a comprehensive gender identification package developed by Ethnic Technologies based on the first name research incorporated in our E-Tech product.  G-Tech is available independent of or in concert with E-Tech, either as a site license or as an encoding service.
G-Tech has been extensively modified by Ethnic Technologies’ experts to incorporate much of the research done on first names for the E-Tech product.  The tables used in G-Tech now contain correct gender identification for over 453,750 first names, including many more ethnically unique first names than “competitive” gender products.

What is E-Tech Assimilation?back to top

Assimilation represents the degree to which a Hispanic or Asian individual has adopted the language and culture of the United States. With each level of Assimilation, the individual’s spending habits, socioeconomic status, communications preference and other lifestyle characteristics differ. Ethnicity, language preference, education, income, socioeconomic status, dwelling size and enhanced neighborhood analytics are just some of the variables used, along with our expert system rules, to determine which Assimilation Index best describes a specific Hispanic or Asian individual.

What is E-Tech Affluence?back to top

Our Affluence product is the only multiculturally driven affluence indicator on the market. Affluence accurately predicts a consumer’s buying power. It combines E-Tech’s ethnicity with other predictions such as individual income, current spending and savings rates, inherent cost of living items and culturally specific characteristics. Affluence can be reported for any individual as an Affluence Index (AI), demonstrating how affluent a consumer is relative to others in her or his community and/or as the specific Affluence Dollar Amount (ADA) that the consumer has available to spend on your product or service. Affluence is appended at the individual level and incorporates specific neighborhood characteristics via Enhanced Neighborhood Analytics (ENA).