To support multicultural marketing, Zeta now supports Multicultural Audience Filters in Audience Explorer. By using Demographic Filters for Zeta Prospects, ZMP users can select people in the following segments:

  • African American or Black

  • Asian

  • Hispanic or Latino

  • White or Non-Hispanic White

Multicultural Audience

Definition

African American or Black

People who are likely to have origins in any of the Black racial groups of Africa

Asian

People who are likely to have origins in any of the original peoples of the Far East, Southeast Asia, or the Indian subcontinent

Hispanic or Latino

People who are likely to be of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race

White or Non-Hispanic White

People who are likely to have origins in any of the original peoples of Europe, the Middle East, or North Africa

These filters can be combined with the other criteria available in Audience Explorer to create Prospect audiences that the user can use elsewhere in the ZMP.

Please reach out to the accounts team to get Multicultural Audiences enabled for your account.

1. Navigate to Audience Explorer and select Zeta Prospects > Demographic Filters.

2. Find Multicultural Audiences in the Demographic Filters canvas with 4 pre-selected filters:

  • African American or Black

  • Asian

  • Hispanic or Latino

  • White or Non-Hispanic White

3. To view the definitions for each Multicultural Audience Filter, hover over the name of the group.

4. Check or uncheck Multicultural Audience Filters, along with other criteria, to arrive at your desired target segmentation. The Audience Insights data visualization panel will update as you change your criteria to give you an estimated count of the audience. This also includes a section for Multicultural Audiences broken out by the group.

  • All filters are pre-selected when the Demographic Filters canvas loads. The same logic applies whether all or none of the filters are checked.

5. When you’re finished, click on Save Audience to use the Prospect segment elsewhere in the ZMP.