Using Only Big Data Is A Problem When it Comes to Diversity

One of Nielsen39s main measurement objectives throughout history has been to accurately measure viewers in the most meaningful and representative wayamp160 This has meant spending a great deal of investment and effort into making sure we are using a sample that is representative of the population from age and gender to race and ethnicityThe industry without Nielsen means using a sample that is inherently biased incomplete and discriminatory particularly against those excluded from certain data sets such as anyone who uses an antenna to watch television or people who can39t afford or don39t want to pay for cableamp160 For example on averageamp160a given measurement provider is only able to receive data from 4060 of a settopbox STB provider39s footprint in a market Research has shown that homes that return data and homes that do not return data have very different demographic and representation profiles This data discriminates against lower income and diverse audiences particularly Hispanics African Americans and Asian AmericansTo overcome bias and coverage gaps big data sets must be cleaned up and calibrated using a representative panelamp160 Representative panelbased measurements help data scientists compare and contrast data from STB providers to make the necessary representation adjustments such as ensuring all racial ethnic and income levels are fully reflective of the viewing audienceWhen it39s suggested that the industry can simply pivot away from Nielsen there is the underlying risk thatamp160in doing soamp160diversity and inclusion both in terms of measurement and subsequently onscreen representation become compromisedamp160 The industry would simply have no methodologically sound way of identifying what diverse audiences are watchingamp160 And marketers looking to reach these unique viewers become hardpressed to do so or worseamp160believe they are reaching these consumers when indeed they are notamp160 This is an especially important consideration for long term business sustainability as the US consumer population shifts toward a numerical multicultural majority expected to happen as soon as 2044 according to the US Censusamp160 The entire industry will suffer a setback at a time when it39s never been more crucial that we know this informationamp160 The ANA through a related entity recently did research showing that marketers are currently spending a disproportionately small fraction of their dollars on these ethnic sectors when they are and will continue to be a principal source of growth for brands1Consumers of color matteramp160 Aside from the more than 36 trillion in annual spending they contribute to the national economy 21 of the 25 most populated counties in America are multicultural majority geographiesamp160 These consumers are customers listeners viewers and constituentsamp160 The proposed alternative data sets do not accurately count these communities they essentially count them outamp160 That kind of bias is dangerous and wrongmindedamp160 Furthermore ignoring the ethnic market is flying in the face of demographic destiny what39s worse from a business perspective it39s leaving money on the tableWith more than 90 of the population growth in America over the past 15 years coming from Black Hispanic and Asian communities it39s our belief that if manufacturers retailers content creators and media platforms do not have a multicultural strategy they do not truly have a growth strategyamp160 If the media industry does not have inclusive accurate measurement and methodologies for diverse consumer groups we are committing economic malpracticeamp160 For these reasons it39s imperative that the market has censusbased personlevel accounting for what these consumers are watching buying and listening toamp160 Currently Nielsen is the only provider that accomplishes that1 2018 ANAAIMM Multicultural and Inclusive Benchmark SurveyClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160

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Using Only Big Data Is A Problem When it Comes to Diversity

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Frank Washington

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Frank Washington

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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