For years, direct marketers have attempted to identify individuals by ethnicity and race using the origin of a person’s “surname” and more recently approaches that also consider the origin of an individual’s first name. 

This approach has produced mediocre results at best and often has been the beginning of the end of direct marketing and promotions targeting the rapidly growing multi-cultural consumers —Pakistani, Turkish, Indian and others that form the bulk of Europe’s  consumer market growth.  More recently, Geoscape has developed an approach referred to as DirecTarget^® that incorporates a fresh name-based model supplemented by geo-demographics and household level database modeling techniques.  This method has proven substantially more accurate and also provides the flexibility needed to tune a database to specific marketing and sales objectives. With the introduction of DirecTarget^®,  Geoscape Europe BV in conjunction with partners extends its portfolio of new products.

DirecTarget^® Services add targeting intelligence to in-house customer data and to rented mailing lists.  The added-value provides the smarts necessary to enhance your understanding of your customer base and supply the fuel for direct marketing campaigns--ensuring that you get the maximum response, conversion and return on investment (R.O.I.). Effectively segmenting and communicating with your clients requires the understanding of their cultural background and language. This proprietary and unique process results in highly accurate ethnicity, country-of-origin and language codes to help you and your clients and prospects understand each other. DirecTarget® is utilized to identify individual name and address records according to their language-spoken, ethnicity, race and country-of-origin.