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Luminar Insights: A Strategic Use of Analytics
內容大綱
This is an MIT Sloan Management Review article. Facing headwinds from a shifting media industry, executives at Spanish language broadcasting company Entravision recognized the need to innovate their business model. To get there they created Luminar, a big data insights division that utilizes about 2000 external data points to deliver customized, transaction-based insights to marketers, about Entravision's Latino audience. The fastest growing U.S. demographic, Latinos have amassed buying power worth more than a trillion dollars annually.