Geoscape was founded in 1995 by César Melgoza, and has worked with many leading brands and agencies on marketing consulting services, research, data-rich online systems and consumer insights analytics. Its software and insights enable marketers to access groups such as Hispanics, Asians, African-Americans, Millennials, Generation Z and LGBT.

Claritas’ main tool – Prizm Premier segmentation – helps brands identify their best customers, simply and quickly, at scale. Marketers can view a household’s lifestyle and media behaviours, including new measures of wealth and technology adoption.

Claritas CEO, Mike Nazzaro, said: “Approximately 40% of the US population is non-white/Anglo. Hispanic, Asian and African American audiences represent 95% of the growth in population and consumer spending.

“Marketers must find ways to connect with these high-growth consumers in relevant ways. The acquisition of Geoscape will deepen Claritas’ consumer insights to help clients gain wider access to multicultural consumer groups.”