CMO Summit 2015

Lunch Panel Discussion:
Brand Relevancy in Hidden Markets: The New Focus on Hyper-Segmentation, Multicultural Localization and "Me-Minded" Individualization

Date & Time:
Tuesday, December 8, 12:30 PM
Agenda >

César M Melgoza @Geoscape

Founder & CEO

The founder and chief executive officer of Geoscape, César M Melgoza is a leading innovator and thought-leader on business strategy, consumer insights and on the development of market intelligence systems, research and analytic services. After having fulfilled key roles at two Silicon Valley firms — Apple and Strategic Mapping — César founded Geoscape to create market intelligence solutions for an increasingly diverse American and international marketplace. Mr. Melgoza has demonstrated remarkable elasticity during his lifetime – prior to his 1st birthday he and his family migrated from Mexico to a California farm labor camp where he lived until the age of nine and today he leads a business that provides counsel and technology to hundreds of senior corporate executives. Via its U.S. headquarters in Miami and its European headquarters in Amsterdam, Geoscape provides strategic guidance, technology-fueled data products, research and analytic services. The Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system, American Marketscape DataStream™ geo-demographics and a variety of other databases and technologies are deployed successfully by hundreds of corporations. Geoscape produces and hosts the annual New Mainstream Business Summit which has rapidly become the leading event of its kind. Mr. Melgoza’s career blends unique experiences in information technology, marketing, research, psychology and public policy. While completing his undergraduate degree in psychology at the University of California, he supervised quality control for Information Magnetics Corp. While earning his master’s degree in at the University of Texas at Austin’s LBJ School of Public Affairs, César served as research associate at one of the first Hispanic market research companies and at the University’s Center for Mexican American Studies. His award-winning master’s thesis published in 1986 and titled Chicanos in the New Economy proved predictive in its thesis and employed advanced statistical techniques — planting the seeds for Geoscape. From 1987 through 1990, he developed and led mapping and workgroup computing market development initiatives with Apple Inc. at its Cupertino, California headquarters. He went on to lead marketing and international business development at venture-funded Strategic Mapping, Inc. where he played an integral role in achieving annual revenue growth from $2 million to $35 million within four years. In 1995, he relocated to Florida and created Geoscape to develop next generation market intelligence for domestic and international markets. In 2007, his firm entered into a financial partnership with Goldman Sachs and now is co-owned by Mr. Melgoza along with Goldman Sachs spinoff, NMS Capital based in New York City. Mr. Melgoza recently served on the board of directors of the U.S. Hispanic Chamber of Commerce. He has served on the advisory boards of Florida International University’s International MBA program and he is a board member of Florida State University’s Center for Hispanic Marketing Communications and as a mentor for the University of Miami’s MBA program. His experience is drawn upon frequently by leading publications including the Wall Street Journal, Forbes, Entrepreneur, Fox News Latino, CNN and dozens of marketing, business and public policy conferences. Mr. Melgoza has developed business throughout Latin America, Europe and Asia. His passion for music is demonstrated through performance in Afro-Caribbean percussion. César is the father of four children spanning three decades and resides in Coral Gables, Florida.