Pulpo Media, Inc., a media and technology company, provides online media services in the United States and Mexico. It offers advertisers online media, as well as a proprietary technology platform to individually engage Hispanics across the Web. The company was founded in 2007 and is based in Berkeley, California. As of June 18, 2014, Pulpo Media, Inc. operates as a subsidiary of Entravision Communications Corporation.
1767 Alcatraz Avenue
Berkeley, CA 94703
Founded in 2007
Pulpo Media Launches Hispanic Acculturation Model
May 6 14
Pulpo Media launched the 'Hispanic Acculturation Model.' The Model will enlighten and enrich marketers interested in the ever-expanding Hispanic market by providing deeper, actionable consumer insights and more efficient targeting segmentation. The Hispanic Acculturation Model aggregates robust off-line market data, such as 2012 U.S. Census and the annual American Community Survey, and combines them with terabytes of proprietary first and third-partyHispanic data including key criteria such as: nativity; parent's nativity; age of immigration; years in the U.S.; household language; and, English proficiency. The result is a deeply informed and easier process for brands and agencies to target valuable, previously misunderstood, segments of the Hispanic market across the U.S., down to the zip code level. The Model reveals new information on elusive but influential Hispanic segments, such as the 1.5-generation, a critical part of the market that has lacked authentic recognition in previous data sets. These are Hispanics who technically are first generation, or foreign-born, but in the case of the 1.5, they immigrated as children, at the age of 10 years or younger. Their primary education takes or took place in the U.S. More often than not, this group behaves similarly to the second-generation or U.S-born Hispanic. The Model also provides a more holistic view of the whole dynamic Hispanic market, and better-defined acculturation segments informed by multi-dimensional data and key acculturation benchmarks. The Hispanic Acculturation Model uses predictive modeling in combination with Pulpo Media's proprietary algorithm to assign acculturation values to individual (not household) record levels of Hispanics, for greater specificity. The Model will be incorporated into Pulpo Media's new Ocean Platform and Planner Product, scheduled for release this summer. Marketers interested in accessing The Model's data for research and educational purposes can directly access the Planner Lite product for a limited time.