Cultural Affinity & Diversity Audiences: Relevant Engagement with AI

Data Axle's Cultural Affinity & Diversity Audiences empower marketers to deliver authentic, inclusive messaging to diverse U.S. consumers. These AI-modeled segments identify individuals by ethnic identity, language preference, cultural behaviors, and socially conscious values---allowing brands to engage meaningfully across multicultural, multilingual, and identity-driven segments. 

Data Axle, formerly Infogroup, has been a trusted provider of data-driven solutions since 1972. It has coverage of over 95% of U.S. adults and households. Data Axle combines deterministic offline and online sources---voter files, utility connects, real estate, and more---to create enriched, actionable consumer profiles which can be consumed directly within your environment. 

What Sets Us Apart: 

• Unlike traditional forecasting models built on static rules or demographics, our AI engine continuously learns and adapts, using thousands of behavioral, attitudinal, and transactional signals to generate nuanced audience definitions 
• Trained on expansive offline PII data, utilizing all signals (not just age/income) 
• Scores every individual (0--1) by propensity to act 
• Optimized for personalized targeting, next-best action, and cross-sell models 
• Built for scalable segmentation, enrichment, and omnichannel activation 

Key Attributes 

• Ethnicity and ancestry modeling using verified name, address, language, and census-aligned signals 
• Preferred language of communication (Spanish, Chinese, Hindi, Tagalog, etc.) 
• Media consumption aligned with culturally specific platforms and networks 
• Religious and traditional holiday observance inferred from behavioral patterns 
• Cause-based and socially inclusive values from inferred psychographic signals 
• Product and service category preferences influenced by heritage and culture 

Segment Categories Each category includes multiple AI-scored segments -- below are illustrative examples and business applications. New categories are released regularly. 

• Ethnic Product Shoppers -- Buyers of Hispanic, African American, Asian, or multicultural food, beauty, and household products Use case: Target with culturally resonant SKUs, ethnic grocery promotions, or brand launches. 
• LGBTQIA+ Affinity Segments -- Individuals with demonstrated engagement across LGBTQIA+ causes, media, and lifestyle categories Use case: Support inclusive brand messaging and promote alignment during Pride or DEI campaigns. 
• Language Preference & Bilingual Households -- Households preferring Spanish or bilingual communication for media and outreach Use case: Optimize creative and targeting for Spanish-first or dual-language marketing campaigns. 
• Faith, Tradition & Holiday Observers -- Consumers aligned with specific cultural or religious traditions reflected in shopping and content behaviors Use case: Schedule campaigns around Ramadan, Diwali, Easter, Hanukkah, and other observances. 
• Culturally Aligned Media Consumers -- Audiences engaged with culturally-specific channels like Telemundo, BET, Univision, and ethnic streaming platforms Use case: Align media spend with affinity networks to increase brand visibility and cultural relevance. 
• Inclusive Lifestyle Indicators -- Diversity-conscious shoppers and voters who favor socially responsible brands and inclusive messaging Use case: Reach consumers aligned with ESG values, purpose-driven messaging, and DEI-centric creative. 

Key Features 

• AI-modeled cultural affinity and diversity signals per individual 
• 30+ multicultural, multilingual, and inclusive audience categories 
• Refreshed quarterly with updated behavior and engagement data 
• Ready for delivery via HEM, PII match, or ID spine 

Use Cases 

• Build inclusive campaigns for multicultural communities and holidays 
• Launch dual-language or culturally specific creative in key geographies 
• Support cause marketing, community outreach, and ESG-driven initiatives 
• Improve brand affinity among diversity-conscious consumers 
• Enable regional targeting for ethnic-focused retail, CPG, and health products 
• Amplify representation through media and sponsorship aligned to cultural content 

Next Steps 

• Request listing access 
• Data Axle team will contact you to finalize audience, data cut, and delivery method / frequency 
• Need a Custom Audience? We deliver tailored segments within 5--10 business days 

Business Needs 

• 360-Degree Customer View Enrich your customer database with language, ethnicity, and cultural values to build more representative, inclusive audience profiles that reflect real-world diversity. 

• Customer Acquisition Identify and engage high-intent consumers across Hispanic, Black, Asian, LGBTQ+, and faith-based communities using behavioral signals, not just demographics. 

• Demand Forecasting Anticipate cultural peaks and values-driven shifts in consumer demand. Time offers and campaigns around culturally relevant moments and traditional buying cycles. 

• Identity Resolution Integrate cultural indicators into your ID spine to ensure consistent outreach across ethnic name variants, multilingual households, and life-stage transitions. 

• Market Segmentation Enable precision targeting using AI-driven ethnicity, language preference, religious observance, or cultural alignment---scalable across ZIPs, metros, and regions. 

• Audience Segmentation Use AI models to develop inclusive personas such as "Spanish-First Shoppers," "Culturally Curious Millennials," or "Black-Owned Brand Advocates" for differentiated messaging