Webinar: ANA Measurement & Accountability Conference

by | Sep 16, 2022 | Featured, Webinar

SESSION 13 from Event Designs New York, Inc. on Vimeo.


ANA Measurement & Accountability Conference – September 14-16, 2022

Leveraging Cultural Authenticity and Inclusion Measurements to Optimize Relevance and Sales
Carlos Santiago, Co-Founder, Cultural Inclusion Acceleratorᵀᴹ / President and Chief Strategist, Santiago Solutions Group, Inc.
Clary Leffel, AVP, Integrated Marketing & Operations, CarMax

As consumers’ expectations for greater inclusion, authentic portrayals, social justice, and equity reflections in ads and content continue to rise, the level of resonance between brand content and Multicultural and Inclusive audiences has become a critical growth differentiator for brands. Cultural authenticity, beyond mere representation, as measured by the Cultural Inclusion Accelerator’s Cultural Insights Impact Measure™ (CIIM), has been independently validated through attribution studies to significantly enhance sales lift and other ad effectiveness KPIs like purchase intent, brand opinion, and brand trust. Hear how CarMax is prioritizing culture – from brief to execution – and learn more about the role of cultural relevance & DEI measurements in communications.

Related articles

Discovering cultural relevance insights that align with the brand, CIIM™ Ads testing early-stage creative to guide final creative and maximize impact for advertisers

Incorporating CIIM™ Content cultural relevance scores with reach and frequency planning/media optimizers while leveraging the multiplier impact of minority owned/targeted media through the Diverse Media Accelerator™

Incorporating DEI reflections in ads, establishing baselines, tracking DEI Accelerator™ progress, and improvement on brand trust

Applying CIIM™ Content to understand urgency to develop characters and storylines that authentically depict MC & diverse audiences

Setting CIIM™ Ads cultural relevance performance benchmarks by brand and by segment while infusing cultural insights from creative brief to final execution