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Cesar M. Melgoza
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César M. Melgoza is founder and chief executive officer of Geoscape, a business intelligence company that creates automated systems, data, analytics and research focused on high-growth consumer segments in the North America and Europe. Melgoza is a leading innovator and thought-leader on business strategy, consumer insights and public policy.

Melgoza is a member of the board of directors for the U.S. Hispanic Chamber of Commerce, where he also serves on its Executive Committee. He is also a board member of Florida State University’s Center for Hispanic Marketing Communications and founder of the New Mainstream Business Summit, an annual gathering of multicultural business leaders.

Prior to founding Geoscape, Melgoza fulfilled key roles at two Silicon Valley firms — Apple and Strategic Mapping. He holds a bachelor’s degree from The University of California and a master’s degree from the University of Texas at Austin.

Entries by Cesar M. Melgoza

Majority-Minority Classrooms: Why Should We Care?

(0) Comments | Posted September 9, 2014 | 5:52 PM

As a parent, I always get a strong feeling of change when my children go back to school. It marks an official milestone where your children are one year older and adapt to new teachers, lessons and classmates. Before you know it, they grow into a new college in a...

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Want to Reach Hispanics? Go Mobile

(1) Comments | Posted August 14, 2014 | 1:17 PM

Reaching the Hispanic market has always been a moving target. Our country's Latin American community is dynamic; comprised of a changing mix of people from dozens of Hispanic countries, with a wide variety of cultures, acculturation levels, media habits and spending behaviors.

But it's also a moving target because...

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An Inside Look at America's Diverse Travelers

(0) Comments | Posted July 14, 2014 | 10:29 AM

This summer, many of us are gearing up for some relaxation and fun in the sun by heading to the beach, the mountains or some of the country's greatest landmarks. It's an American rite of passage to embark on a grand summer vacation; but as the country's demographics have shifted,...

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Is the World Cup Ready for Primetime With U.S. Hispanics?

(0) Comments | Posted June 19, 2014 | 3:20 PM

Which sport is America's national pastime?

For decades the answer was simply baseball. Now, the answer is football. But does football's grip on our nation's collective heart wane a bit as another type of fútbol grips the nation through the World Cup?

For many U.S. Hispanics, the answer is yes....

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Hispanic and Asian American Homeowner's Market Heats Up

(0) Comments | Posted May 16, 2014 | 1:34 AM

Historically, spring is not only a renewal of temperate weather for most of the country, but a warming of the U.S. housing market as well. While the spring thaw is coming later than normal in both climate and housing this year, there are new signs that the market is picking...

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Cinco de Mayo: A New American Holiday

(5) Comments | Posted May 2, 2014 | 5:17 PM

Long misunderstood, Cinco de Mayo is a holiday that is increasingly American. Yes, that's right. The history of this holiday is in Mexico, but the future of this holiday is north of the border.

The anniversary of the "Battle of Puebla" on May 5, 1862 commemorates the...

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The Hispanic Impact on Wall Street: A Sound Investment for Brands

(0) Comments | Posted April 3, 2014 | 4:32 PM

It's evident that politicians are beginning to understand the need to appeal to multicultural segments. Over the past several years, we have seen an increased investment of campaign funds and time, as well as a selection of candidates who directly appeal to target demographics. Barack Obama's 2008 campaign could not...

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New Mainstream vs. Total Market: Which Is the Right Multicultural Approach?

(1) Comments | Posted February 3, 2014 | 5:41 PM

Every once in a while, new terms and jargon come in and out of favor within the business community. Among the terms used by business executives targeting cultural segments include "multicultural," "diversity," and of course Hispanic, Latino, Black, African American, Asian, acculturation, etc. Lately, the terms "Total Market" and "New...

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The Multicultural Marketing Divide: Who Is the Real Mainstream Consumer?

(0) Comments | Posted December 26, 2013 | 1:19 PM

Most years are evolutionary, but few are revolutionary -- and honestly, 2013 was hardly transformational. In many ways, a stagnant business landscape was affected by a deadlocked political atmosphere and highly divergent perceptions of critical national issues -- such as health care and immigration reform. In other words, some embrace...

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Why Immigration Reform May Depend on Political Reform

(10) Comments | Posted November 25, 2013 | 7:21 PM

The immigration debate is a like a tragic comedy. It's a shame that a topic as critical to the national economy and tens of millions of lives is utilized as an instrument for political gain (or loss). Arguments on either side shift based on competing priorities and the political winds...

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Is Thanksgiving a Hispanic Opportunity? It Should Be.

(0) Comments | Posted November 13, 2013 | 5:18 PM

If the first rule of marketing is to know your audience, then most marketers are well aware that their targeted audiences have an increasingly multicultural constituent. Spending from emerging ethnicities, with Hispanics in particular, is growing exponentially, as the latest American Marketscape DataStream Report found that Hispanic households...

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