In this blog post, the author discusses how traditional Key Performance Indicators (KPIs) often fall short in measuring the effectiveness of marketing efforts targeting diverse communities. The example of a film, “Sinners,” is provided to illustrate how traditional market testing with a general audience may not accurately represent the sentiments of specific demographic groups. The blog emphasizes the importance of tracking KPIs at a subgroup level to gain a more complete understanding of audience response and engagement.
The author suggests that brands need to move away from relying solely on general market metrics and focus on specific subgroup data to evaluate the success of their inclusive marketing efforts. By tracking KPIs related to brand awareness, satisfaction, engagement, retention, market share, and customer success at a subgroup level, companies can better gauge their performance among diverse consumer groups. The blog also provides insights from industry experts on the significance of analyzing data by subgroup to drive business growth and customer success.
Overall, the key takeaway from the blog is the necessity of measuring inclusive marketing efforts using KPIs that consider the diverse identities and preferences of target audiences. By tracking performance metrics at a subgroup level, brands can enhance their understanding of consumer behavior, make informed decisions, and ultimately achieve greater success in reaching and engaging diverse communities.