AIMM’s New Metric (CIIM™) Measures Culture’s Impact in Brand Advertising and Programming

‍AIMM/ANA research shows that 84% of marketers believe they do multicultural marketing – yet only 16% infuse cultural relevance (cues, nuances, insights) in brand creative.  AIMM’s Cultural Insight Impact Measure™ (CIIM™), empirically connects cultural relevance to sales lift.  Multicultural marketing’s potential to drive growth is no longer a subjective question – it is an empirical fact.

During this webinar, Carlos Santiago, co-founder of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), walks through the new CIIM™ metric: Cultural Insights Impact Measure™ created in partnership with NBCU and AIMM member companies.

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You will learn:

• AIMM’s mission
• How Cultural Relevance drives growth in demonstrable and compelling ways

1. Primarily focus is broadcast advertising - with some exploration around shows/programming

• How and the extent to which CIIM™ increases:

1. Ad Effectiveness
2. WOM
3. Purchase Consideration
4. Sales Attribution (coming soon)

• CIIM™ Dashboard offers an effective guide to creative direction and more 

1. See multicultural ads coupled with dashboard metrics 

• Invite to learn more about CIIM™