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Addressing Biases in Multicultural & Inclusive Identity Data
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              As seen in the table, White Non-Hispanic coverage is strong (89 percent), lower for Hispanic, Hispanic
              Spanish-Dominant, African-American and Asian-American segments. Hispanic Bilingual and English-Dominant
              coverage is the lowest (23 percent).

              Clearly the complement of these numbers is the size of the “missing” multicultural data in providers’ datasets.
              However, this is only half the problem in multicultural identity data.  Accurate classification of the multicultural
              records that are present in the providers’ datasets is the next concern.


              Nielsen Validation Studies Averaged and Aggregated Results:
              Accuracy of Multicultural Consumers in Third-Party Datasets


                                                      Nielsen*
                Segment                               Accuracy          100%
                                                     (Average across     90%
                                                   studies and providers)
                                                                         80%
                White Non-Hispanic                       89%             70%
                                                                         60%
                Hispanic                                 74%
                                                                         50%
                  • Spanish-Dominant                     36%             40%
                                                                         30%
                  • Bilingual and English-Dominant       46%
                                                                         20%
                African-American                         67%             10%

                                                                                               BILINGUAL
                                                                               WHITE
                                                                                          SPANISH
                                                                                                            ASIAN
                                                                                                      AFRICAN
                Asian-American                           71%                 NON-HISPANIC  HISPANIC  DOMINANT  AND ENGLISH  AMERICAN  AMERICAN
                                                                                               DOMINANT
              *Source: Nielsen third-party data validation studies from 2011-18.
              Nielsen datasets used to measure coverage and accuracy rates vary by study.
              As seen in the table, Hispanic consumers were only accurately classified as Hispanic by third-party data
              providers 74 percent of the time. We see lower accuracy rates for Asian-American consumers, followed by
              African-American consumers.  Hispanic Spanish-Dominant accuracy rate is the lowest (36 percent).


              Clearly multicultural consumer data can be significantly inaccurate, leading to biases and ineffective and
              inefficient marketing spend against the wrong target consumers.
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