Hispanic Market Metrics Management Cares About
Posted by Elena del Valle on July 25, 2007
By Terry J. Soto
President and CEO, About Marketing Solutions Inc.
Terry J. Soto, president and CEO, About Marketing Solutions
Photo: Terry J. Soto
Managers often perceive that the process of setting Hispanic metrics is different and somehow more challenging than setting metrics for the rest of the organization. I propose that if a Hispanic market strategy has been well-conceived, planned and implemented, and top management answered the following questions at the outset, appropriate metrics become obvious and well-supported.
1. What is the company trying to achieve? The answer to this question should not be as vague as; to penetrate the Hispanic market; to capitalize on the growth of the Hispanic market now and in the future or; to position our company for growth in the future.
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