Page 29 - Going for Growth: Targeting Today's Diverse Consumers

28 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

VII. MEASUREMENT

It’s commonly agreed that measuring the success of marketing efforts is enhanced when the
right KPIs are in place. Two suggestions, specifi c to Multicultural and Inclusive segments, can
take your brand even further.

First, measure performance by segments to determine specifi c successes and behaviors. This
segment-specifi c measurement approach will help to optimize selected media, content, or
both.

The second suggestion is to work with segment experts to determine culturally specifi c
KPIs — indicators that would identify successes generated by opportunity segments. These
could be qualitative or quantitative measures and are particularly important in tracking brand
preference and message relevance.

The goal is to accomplish:

• A marketing development process that utilizes a best-in-class team of marketers with
both marketing skill sets and segment expertise. This could include in-house experts
and marketing partner experts.

• A marketing program based on insights that refl ect the growth opportunity from
identifi ed segments.

• Creative executions that either: a) successfully connect across segments using an
integrated approach when it makes sense, or b) successfully connect to individual
segments using differentiated strategies and campaign elements. In either case, the
decision should be made based upon generating the most meaningful, measurable
results.

• An ability to achieve growth, growth, and more growth. This can mean an increase in
share, revenue, or other bottom-line business components with an eye for scalable
opportunities.

AIMM’s Data & Measurements Committee and other Alliance members have been shining a
light on the defi ciencies of research and tracking suppliers that only provide mass-market
measurement and fail to include detailed breakouts of individual segments. Breakouts are
essential because, in reality, the mass or “General Market” is an amalgam of numerous
consumer groups including, but not limited to, White Non-Hispanics. While progress has
been made in the development and promotion of new tools that are specifi c to the needs of
Multicultural and Inclusive marketing, there is still room for improvement. Most brands do