Many organizations seek to address Hispanophone markets via a “neutral Spanish” strategy. Although this approach may work for some subject fields, in other cases, regional or national variation in terminology, idioms, and style render it problematic. At the same time, brands face budgetary and logistical constraints that keep them from investing in separate localization for each country. In this presentation, CSA Research senior analyst Dr. Arle Lommel with discuss the economics of Spanish-language markets and four different approaches – supporting from two to six language variants – to maximize ROI from a multiple-Spanish localization strategy. He will discuss where it makes sense to use each of these approaches and how to combine them with further adaptation for locale-specific concerns at the national level. Based on concrete data from CSA Research’s long-running “Top Online Languages” and “Can’t Read, Won’t Buy” series, attendees will learn about which variants offer the greatest potential and how to balance cost with ROI to deliver better support for Spanish speaking markets. They will also come away with practical advice on how to use technology – particularly recent advances in AI – to simplify management of Spanish variants.