Onolytics proprietary algorithm classifies any list of names by the most probable ethnic origin of the person’s full name. www.onolytics.com

2. US mul'cultural market
● US DEMOGRAPHICS ARE RAPIDLY CHANGING
● MINORITIES BUYING POWER (2014): $3.4 TRILLION
Hispanic
African-American
Asian-American
Non-Hispanic
White 2020 2050
GROWTH RATES

3. 3
But.. ethnicity data is not routinely collected,
compared to name, address, age, sex, etc.
Customer and
community
engagement
GROWING NEED TO UNDERSTAND CULTURAL DIVERSITY
SegmentaCon and
targeCng relevant
ethnic groups
Public policies to
tackle ethnic
inequaliCes
?BUT...

4. 4
But.. ethnicity data is not routinely collected,
compared to name, address, age, sex, etc.
Customer and
community
engagement
GROWING NEED TO UNDERSTAND CULTURAL DIVERSITY
SegmentaCon and
targeCng relevant
ethnic groups
Public policies to
tackle ethnic
inequaliCes
?BUT...

5. 5
Firstname
Surname
OUR SOLUTION
CLIENT DATABASE

6. 6
Firstname
Surname
OUR SOLUTION
CLIENT DATABASE
PROPRIETARY
ALGORITHM

7. 7
ETHNICITY
Firstname
Surname
OUR SOLUTION
CLIENT DATABASE
PROPRIETARY
ALGORITHM

8. CULTURAL BREAKDOWN OF CUSTOMERS
41%
India
China
Philippines
16%
14%
8%
5%
5%
English
Germany
Clients/Users
CRM
Greece
Chinese
Serbian
Welsh
Italian

9. Canadian Case Study
CAUCASIAN
CANADA’S
POPULATION
CHINESE
INDIAN CHINESE
CAUCASIAN
INDIAN
CLIENT’S USERS
Benchmark
Opportuni'es

10. UNDERSTAND DIVERSITY IN YOUR PRODUCT/SERVICE
Discover new customer insights from your exis'ng data
Preferences of products/services by
cultural group
How cultural groups consume your products/
services or retail locaCons

11. WHY MARKETERS ARE LOVING IT
● Growth by detecCng cultural groups with higher demand
and value
● Marke'ng ROI by segmenCng and targeCng more efficiently
● Client engagement by creaCng empathic communicaCon.
● Be[er products and services by analysing historic data
segmented by culture.
A cost effecCve way to assess big opportuniCes:

12. 5 countries, 3 continents
> 55 Academic publications: External validation
> 50 Unique clients
Onolytics Track Record

13. ONOLYTICS
The result of years of research by Professor Pablo Mateos
● Exis'ng customer base
○ Increasingly used since 2007 (esp. 2012-16)
○ Researchers & academics around the world
○ Need to analyse populaCons by ethnicity
○ Aim: look for pa^erns of inequality or opportunity
● External Valida'on
● Over 55 external academic publicaCons
● Explain how it helps researchers gain new insights by
ethnicity

14. ‘What’s in a surname’. Na'onal Geographic magazine, February 22-23, 2011
h^p://blogs.ngm.com/blog_central/2011/01/whats-in-a-surname.html
Pablo Mateos
ONOLYTICS names
analysis went onto
this map for NaConal
Geographic

15. Unveil new customer insights
by cultural background
CONTACT
www.onolyCcs.com