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Addressing Biases in Multicultural & Inclusive Identity Data
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TABLE OF CONTENTS
I. Background 4
a. Call to Action: Greater Transparency and Benchmarking 5
b. ANA AIMM CMO Letter to Data Providers, November 2019 6
c. What Marketers Can Do Right Now 7
d. Current Practices in Multicultural Identity Assignment 7
II. Systemic Bias in Marketing Data 8
a. Sizing the Problem: Underrepresentation of Multicultural Consumers 8
in Third-Party Datasets
b. Benchmark Study 1: Nielsen, 2011-18 8
c. Benchmark Study 2: Truthset, 2020 11
d. Current Practice: Accuracy Rates 12
e. Implications 15
III. Best Practices for Higher-Quality Multicultural Data 16
a. Best Practices in Data Transparency 17
b. Best Practices in Identity Assignment Accuracy and 18
Validation Studies
c. Standardized Validation Studies Disclosure 20
Appendix: Questions to Ask Third-Party Data Providers 21
Appendix: How to Participate in AIMM’s Validation Study Review & 24
Benchmark Study: Frequently Asked Questions
