Are You Focusing on Hispanic Market Metrics that Management Cares About?

“When it comes to Hispanic marketing, many companies struggle to answer the question of how to measure their Hispanic initiatives. It is typically regarded and treated differently than measuring performance for the rest of the organization. Too often, Hispanic metrics focus on limited communication results, such as ad awareness or imagery.

I argue that a Hispanic initiative, if recognized as a growth pillar, intended to increase short and long term shareholder value, should conform to the same corporate-wide performance expectations as others within the organization.”

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