Quality Data. Quality Goals.

AIMM is actively working to ensure that the multicultural ecosystem is empowered to reach sound conclusions for growth through segment marketing and investment decisions. With the enhanced representation, projectability, and reliability of multicultural data and analytics, multicultural marketers can leverage collective data assets to enhance marketing solutions.

Data Transparency

Leading transformation in audience measurement despite privacy restrictions, developing solutions that maintain segment visibility while respecting evolving regulations.

“When data quality is poor, the entire media-targeting enterprise is undermined. There is no standard measure of the relative data quality and no industry guidelines or best practices to improve it.”

AIMM’s Online Data Benchmarking Initiative with Truthset

In partnership with AIMM, our online data partner Truthset alongside AIMM’s data and analytics advisor, Sequent Partners, this initiative brings together data providers who value transparency and help the industry by participating in quarterly benchmarks, standardized validations and improved multicultural data tracking. The effort involves:

• Evaluating the strength of multicultural identity assignments in major 3rd party consumer data keyed off hashed emails

• Comparing the race/ethnicity assignments to separate validation sets several highly accurate nationally representative panels

• Providing important accuracy and coverage performance benchmarks for multicultural audience data available in 3rd party data

Visibility, the pool of accurately identified multicultural consumers in third-party datasets in Q3 2020

68 %
White (Incl. Hispanics)
49 %
Hispanic
28 %
African American
24 %
Asian American

Visibility, one year later

Accurately identified multicultural consumers available in third-party datasets Q1 of 2021 has gained considerably since Q3 of 2020.

60 %
White
49 %
Hispanic
51 %
African American
30 %
Asian American

Participating members

Best Practices for Data Providers

Best Practices in Multicultural Data Transparency & Multicultural Identity Assignment for Data Providers

• Disclose underlying data source

• Disclose match rate
• Disclose methodology for assigning multicultural identity
• Disclose known gaps/biases in the data

• Demonstrate multicultural identity data aligns with representative data source

Best Practices for Marketers

Best Practices in Multicultural Data Transparency & Multicultural Identity Assignment for Marketers

• Disclose process for reducing bias in datasets

• Disclose imputed missing source data
• Disclose when and how data refreshes occur

• Disclose date of last refresh for all identities of the data segment
• Ensure 67% minimum concentration in multicultural segments

Want to Participate?

If you are a Data Provider seeking participation in AIMM’s Validation Study, please contact us to inquire about participating.

Learn More About Our Data Transparency Efforts

For more information or questions about AIMM’s multicultural data transparency efforts, email Carlos to inquire further.

Carlos Santiago

AIMM Co-Founder

SSG President and Chief Strategist

Contact Carlos

Quality Data. Quality Goals.

Data Transparency

AIMM’s Online Data Benchmarking Initiative with Truthset

Visibility, the pool of accurately identified multicultural consumers in third-party datasets in Q3 2020

Visibility, one year later

Participating members

Best Practices for Data Providers

Data Sources Consistency and Appropriateness

Accurate and Understandable Descriptions

Coverage of Key Sub-Groups

Best Practices for Marketers

Data Representativity

Data Timelines and Consistency

Minimum Accuracy Rates for Segments

Want to Participate?

Learn More About Our Data Transparency Efforts