Use customer insights and data to deliver better diversity and inclusion in advertising | WARC

Use customer insights and data to deliver better diversity and inclusion in advertising | WARC

Validate the D&I delivery. Measure the extent to which you’ve delivered the diversity and inclusion you’d hoped to, in a way that resonated with audiences. Monitor social media activity around your campaigns and brands, engage influencers and activists, listen to staff, partners and clients; having a diverse team of people that are empowered to feedback honestly will help you understand what worked and what needs to improve. An external, objective and scientifically derived system of measurement and performance tracking will pay dividends in the long term – this is what research was born to do.Build D&I into your campaign metrics. You don’t need to build a tracker specifically to measure this; you can simply add onto your existing ad and brand tracking systems a module specifically designed to measure the extent to which each execution delivered from a D&I perspective; diagnostics here will help you understand when ads perform and why they fall short. Maybe that execution that tested well but performed poorly was because it employed stereotypes or didn’t include all your audiences. These metrics may also explain poor ‘for people like me’ ratings, which so often cause consternation and head scratching.

A comment on validity of research which includes “hidden groups” of people

https://www.warc.com/newsandopinion/opinion/use-customer-insights-and-data-to-deliver-better-diversity-and-inclusion-in-advertising/3286

Related Articles