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Dr. Jake Beniflah

Member since December 2012Contact Dr. Jake

** Executive Director, The Center for Multicultural Science. As a 501c(3), the Center for Multicultural Science is the first think tank in the United States dedicated to bridge the gap between industry practitioners and leading academic research scholars in U.S. multicultural marketing. ** General Manager, Analytica Plus. Analytica Plus is a business analytics company, which specializes in budget allocation optimization and cross-media analytics. Its services are aimed at corporations and advertising agencies, who need to measure marketing effectiveness and ROI against their U.S. Hispanic targets, with the goal of increasing market share and achieving a sustaining competitive advantage.

Articles by Dr. Jake All articles by Dr. Jake

Comments by Dr. Jake All comments by Dr. Jake

  • The Hispanic Market Is Poised for Innovation in 2018 by Mario Carrasco (Engage:Hispanics on 11/02/2017)

    Mario, you are spot on. Thank you for your continued leadership and insightful research. Great read. To me, innovation centers on being customer-centric instead of media centric. Follow the customer. Once this mental shift is made, we will see a wave of innovation you outlined in your paper shape the way companies market their products to Americans in the 21st century. 

  • The 'Trump/Total Market' Hispanic Slump by Jose Villa (Engage:Hispanics on 07/27/2017)

    The reason for the decline in Hispanic RFPs leads to the suggestion that the hispanic rfps are being absorbed by general market shops. Few rfps for hispanic doesn't mean clients don't see Hispanics as an important target. They're being told that they can be reached through gm efforts, and it's simpler to go with one shop than three.The trump effect is based on a fear of being deported. This is based on verbatims printed in the press recently, which may be justified (according to the CMO at target). Interesting observation, and a question whether this fear is having an affect in other categories. No no one can argue 2017 is not 1987.

  • TV's ROIs Dominate All Media by Wayne Friedman (Television News Daily on 06/01/2017)

    Wayne, GIVEN that the majority of media spend during 2000-2006 was TV, I am not surprised to see a correlation between TV and ROI. Today, the investment in digital is at par with TV (some would actully say it has surpassed TV) and so any ROI calculations today would be very different. Also, I have seen proprietary research that shows that ROI is maximized when TV is combined with digital. Also, we need to take this level of analysis to the target level. Why do you think digital investments have grown so much? Millennials. They drive digital and are light TV users. For this reason, the data you posted in interesting, but not helpful for clients who need a better handle of ROI calculations for specific targets segments.

  • My 'AHAA' Hispanic Marketing Moment by Lee Vann (Engage:Hispanics on 01/12/2017)

    Lee, congratulations! You have earned this and I strongly believe your digital point of view will help the industry move in the right direction. Couple of Qs to solve: (1) What can AHAA do to help clients see the value of digital when roughly 80 percent of all hispanic spend is in Spanish language TV? (2) When and how will AHAA evolve to be total market and begin to play in the GM media sandbox? Glad to know you're there, and look forward to see you thrive!

  • Hispanic Turnout Crucial In Swing States by Philip Rosenstein (Red, White & Blog on 10/17/2016)

    This is THE key. Mobilizing Latinos and African Americans in swing states will tip the election. In 2016, versus 2008 and 2012, the reasons why these two segments of the population voted are different. Never attack the ethnic identity of people who have been historically under-represented. This country is in for a rude awakening. The US multicultural population - when united - has the power to change this country, including elections. 

  • Is Acculturation Really Dead? by Mario Carrasco (Engage:Hispanics on 06/08/2016)

    Mario, I am glad you decided to write about this. Thank you! It makes me laugh when I hear agencies say, "acculturation is dead." Do they have empirical evidence for this? There is absoltely NO empirical evidence to support the notion that acculturatiom is dead OR even that acculturation is less important for today's millennials. My experience tells me that agencies are tired of using the old concept of acculturation (let alone talking about it) because they need to seem "fresh" and "innovative" to their clients. Consumers who are "bilingual" are also acculturating. One does not negate the other. Acculturation is very much alive no matter how you look at the demographic landscape -- with its changes and all. Unfotunately, and the truth is, consumer acculturation will outlive Hispanic marketing agencies, as we know it. And that is a sad admission coming from someone who was on the agency side for 20-years.

  • Can Awareness and Attribution Live Together? by Dave Morgan (Online Spin on 04/16/2015)

    Dave,I whole-heartedly agree with your question - and your underlying premise. I am building a cultural model that drives Hispanic TV ROI and refines the Hispanic TV audience -- that's not built on language. Are you interested?JakeJake BeniflahCenter for Multicultural Science

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