1. Introduction

This paper aims at examining a case study of the Hispanic oriented broadcasting Company Entravision. With outdated customer inquiry strategies such as focus groups or interviews, Entravision slowly but surely fell behind in the ever more digitalized broadcasting market. Having found a market niche in the Hispanic market segment, Entravision set out to create a new Data analytics department called Luminar to utilize and profit from information gathered about the Hispanic core customership.
The first segment argues whether and how Luminar is able to create value by implementing Big Data analysis. Consequently, this paper tries to clarify whether the obtained advantage can indeed be of a sustainable nature and thus allow for an independent and successful department within the Entravision construct. Furthermore, the data gathering capabilities are being analyzed to inquire into whether there is viable competitive power to benefit from the advantages mentioned priorly. Finally, having established the background for the undertaking, the paper will shed a light on how exactly the department would fit into the organizational structure and what benefits and pitfalls the embedment or independent venturing of Luminar would have.

2. Value Creation

In order to asses the added value of Luminar to the mother enterprise Entravision this paper will provide a first outlook of the Latino segment in the US and then conclude with the Big Data analytics aspect, which comprises additional organizational and strategic issues.
Latinos are the largest and fastest-growing minority group in the United States. The Latino population is forecasted to expand to 85 million by 2030, which would account for 23 percent of the U.S. population (Chandrasekhar, 2015). The projected population increase from 2010 to 2050 portrays an even more convincing picture of the growth of