 He's a data guy who says every credible survey of Latino voters over the last 30 years has identified jobs and the economy as their top issues. Madrid believes neither Democrats nor Republicans understand what matters to Latinos in this country. In his new book, The Latino Century, he argues that is why so many eligible Latino voters do not vote. But if they do turn out, the sheer growth of their population in the battleground states could determine the outcome of the presidential election.