DATOS

For over twenty (20) years, the AZHCC has been the only organization of its kind to publish and distribute the massive and renowned publication; DATOS: The State of Arizona’s Hispanic Market. It is the largest compilation of secondary research on Hispanic consumers in Arizona. The thirteen chapters are based on the Elements of a Healthy Community provided by the Vitalyst Health Foundation. Each chapter is dedicated to a different element that forms a healthy community and it allows us to filter the data we collect to be more intentional and have more of a social impact in our community. In addition to the data that DATOS provides, we make sure to highlight organizations and people in our area that are going above and beyond breaking barriers for Hispanics.

This publication, as described in previous sections, contains cited information acquired from a gamut of sources, including from the following research databases:

• Scarborough
• Polk
• Nielsen
• U.S. Census
• Claritas
• Scholarly Journals
• Other proprietary & licensed databases

Additional information to support the publication comes about from web-based research, shared facts from community partners and community groups, PowerPoint presentations shared by industry experts, spreadsheets, articles (peer reviewed and published), Word documents, communiqués - announcements made to the media, pamphlets, and other sources.

For whom is DATOS, who should use it and why?

Our DATOS publication can be used by anyone in corporate Arizona to small business owners and policy makers as well. The data and research provided helps businesses that are constantly making decisions on how to interact with consumers and how to market themselves.

What are the benefits of DATOS?

The overall benefit of DATOS is to “Find Data” and “Give & Store Data”.

It is a one-stop source for people to:

1. “Find Data”: In the DATOS Platform, find specific information in all formats relative to the Hispanic population and Hispanic market;
2. “Give & Store Data”: Create a centralized place where vetted people, businesses, and/or institutions can provide raw or scrubbed data about the Hispanic population and Hispanic market.

Team

Lead by Monica Villalobos, President & CEO of the Arizona Hispanic Chamber after serving as the Vice-President and Foundation Executive Director for seven years.

Carmen Martinez, Creative Director of the Arizona Hispanic Chamber of Commerce for x years.

Catalina Perez, Research Specialist of the AZHCC.

Guillermo Gamez, Business Research Intern of the AZHCC.