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 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, however, E-Tech avoids mixing some ethnicities with other ones. For instance, many approaches offer Asian categories such as Chinese, Japanese, Korean and Vietnamese. But how can these offerings assure you that names that properly belong in other ethnic groups are not mixed in with the major groups they do offer? An example of this might well be Myanamar (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 or think in Chinese, and are probably not receptive to offerings geared specifically to Chinese people.
For names that are common to two or more ethnic groups the method we use is to look at the middle names to be used as a tie breaker. An example of this would be Peter Yu, he could be either Korean or Chinese and here the middle name comes into play. Peter Mei Yu would be coded as Chinese and Peter Hak Yu as Korean. John Smith could be English or African American depending on his geographic location but John Big Eagle Smith, from his middle name would be coded as Native American regardless of his geographic location. Middle names are also used to define different religions within a group such as Sikh or Hindu.
In Version 8.0, we further addressed the many requests to solve the Non-Unique Surname Name phenomena. For example, the surname LEE if not identified by first name can be English, African American, Chinese or Korean. By identifying the dominant ethnicity within a ZIP+4, E-Tech 8.0 can better identify these individuals by their correct ethnicity.
Other examples include Russian – where competitive approaches seem to have lumped all "Soviets" together under that term; Yugoslavian – where one might well find Croats, Serbs, Slovenes, and a number of other ethnicities; Czechoslovakian – where Czechs, Slovaks, and a smattering of Magyar, Polish, Estonian, and other groups might be found. Hispanic and African American, E-Tech specialties deserve their own explanation as an advantage.
2) HISPANIC COUNTRY OF ORIGIN — By incorporating name research and geographic locator's 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) AFRICAN AMERICAN — First, a clarification of terminology. 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 the domestic market, but E-Tech 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, Welsh, and Dutch surnames that resided in traditionally nonwhite neighborhoods. So you had your choice of either pretty good quality without quantity, or a little 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. By using first names uniquely given to
African Americans, being able to identify African first and last names, including analysis of Islamic first names used in conjunction with borrowed surnames or African surnames, E-Tech is able to identify African Americans no matter where they live with an accuracy rivaling direct response lists.
4) OPEN ENDED — Because E-Tech utilizes an expert system approach to name analysis, even if the names on a list are hyphenated, slightly misspelled, or is brand new to this country, there is a good chance E-Tech will correctly identify it.
5) 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 upwards of 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 multi-cultural marketing is our success. Towards this end, we have established an E-Tech user group dedicated to addressing your needs. To learn more, call us toll-free at (866) 333-8324, or (201) 440-8923, or fax us at (201) 440-2168
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