Measure/quantify the impact of cross-cultural campaigns on standard lower-funnel metrics like sales, as well as longer-term branding metrics, such as recognition and favorability. Develop presentations and webcasts on best practices in representing all groups and segments in samples and panels.

Compile and analyze information about culturally targeted ads, including those with a “Total Marketing Approach”, and how all consumer segments can be included in the development process. Develop guidelines on when it would be helpful to tailor messaging to individual groups and best practices for incorporating multicultural themes in advertising.