In my conversations with CMOs, one common topic is the search for a set of key performance indicators (KPIs) that could guide corporations in managing their multicultural marketing programs.
These KPIs should be included in a regular (weekly/monthly/quarterly) multicultural performance dashboard and can serve as a support tool for strategic planning and resource allocation discussions.
Sales measurement can vary depending on the type of business. For instance, when it comes to retail, the best practice is to flag stores with a high probability of sales to diverse consumers based on the Census' zip code population density of priority segments (Hispanic, Black, Asian/Pacific Islander, or the sum of all).
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