Environics Analytics and U.S.-Based Geoscape Announce Partnership
Environics Analytics and Geoscape today announced a partnership that will result in the creation of a new online platform optimized for multicultural market intelligence to help consumer marketers reach the growing diverse populations in Canada. The agreement marks the collaboration of the largest marketing and analytics company in Canada with the top multicultural market intelligence company in the U.S.
Geoscape, based in Miami, specializes in providing business intelligence via databases, analytics and automated systems to help companies reach fast-growing consumer segments such as Hispanics, Asians and other sub-cultures. Its signature product, the Geoscape Intelligence System, is a web-based suite of applications that allows users to gain customer insights, map markets and target potential locations for future sites. Geoscape Europe BV, a sister company based in Amsterdam, serves the greater European community through a platform optimized for the multicultural European marketplace.
Environics Analytics (EA) offers the most comprehensive set of marketing-related data available in Canada. Together, they plan to offer a Canadian version of Geographic Intelligence System, which will include EA-supplied current demographics and projections, daytime population data, household expenditure information, and media and lifestyle preferences. In addition, the system will provide access to new multicultural indicators developed jointly that will analyze Canada’s diverse populations based on characteristics such as place of birth, date of arrival, generation, level of acculturation and languages understood and spoken. EA will market the system in Canada, and Geoscape will offer it in the U.S.
“Partnering with Geoscape gives us the opportunity to offer our clients a robust tool to expand their relationships with Canada’s growing multicultural populations,” says Jan Kestle, president of Environics Analytics. “In addition, U.S. businesses looking to include Canada in their diversity marketing plans also will benefit from our partnership.”
The partnership comes at a time of explosive growth in immigration and cultural diversity across Canada. While the overall Canadian population grew by 10.9 percent between 2001 and 2011, the visible minority population grew by 52.2 percent to 6.1 million people—18.1 percent of the total population. Immigrants make up a similar portion of Canada’s population. With organizations in all sectors and industries seeking ways to better understand and connect with these subgroups, the alliance brings a wealth of analytical brainpower and cultural insights to the marketing space.
The joint Environics Analytics-Geoscape multicultural marketing platform will help users locate and map different groups, quantify their spending patterns and calculate the potential for specific products, services and activities. And when used in conjunction with EA’s demographic data, it will illuminate the diversity within cultural groups, providing insights into their lifestyles, media patterns and marketplace behaviour. The new system is scheduled to launch in summer 2012.
”We are pleased and honoured to team up with Environics Analytics and bring to market fresh and powerful insights on what has become the growth-majority throughout North America,” says César M Melgoza, Founder & CEO of Geoscape.