WHAT WE DO

Backed by a strategic alliance
with Viant®, leveraging Adelphic®
software and access to the
proprietary Viant Household ID,
we are prepared to navigate the
“cookie-less” future of a new,
open web, reaching any segment
our clients need, and for those
clients wishing to invest in
media that targets diverse audiences,
we have proprietary tools and
decades of experience to help
maximize your investments.

Founders

YouNite Media was founded by Pedro Lerma, CEO of LERMA/, and Rodrigo Vallejo, CEO of RO2 Media. Over the past decade of working with, and targeting, minority audiences, they’ve seen a shift in the way companies buy their advertising, with more and more emphasis on working with minority-owned entities, so the two partnered up and created YouNite Media to help brands and corporations meet these promises.

Diversity Data Inputs

MRI/Simmons data was used to analyze and determine the estimated multicultural composition of an available brand’s current consumer base, which included an assessment of White non-Hispanics, Black/African non-Hispanics, Other non-Hispanics, and Hispanics.

Seven additional data inputs for applicable brands were also included in the analysis, which were focused on at least one of the 6 primary considerations listed above. Data sources include:

MRI Brand survey data – contains consumer data
AIMM Members – member companies
CIIM – list of companies running cultural campaigns
Refinitiv – list of diversity and inclusion top 100 most diverse and inclusive companies
Nielsen black marketers – D&I companies
Culture Marketing Council – list of companies that have a dedicated Hispanic agency partner
Dun and Bradstreet data
Forbes – America’s Best Employer for Diversity

Scoring

Our team of data scientists developed a customized algorithm to provide a scoring system for each featured brand, which was based on data analysis that was weighted and valued. Brands were first sorted and grouped by Total Audience* (MRI/Simmons) and Sales Volume (Dun & Bradstreet) and divided into four “quartiles” based on their audience size and annual sales volume to ensure that the efforts of smaller brands were equally represented against larger, more established brands. Each quartile contains approximately 25% of the total records and maintains the parameters outlined below. Note that the quartile thresholds delineated may be updated as new brands are added to the list.

Small: The first quartile contains brands that have the lowest audience sizes, which included those with less than 1,247. If an audience member was missing, sales volume was evaluated and included those brands with the lowest sales volume, including anything less than $182,104.
Below-Mid: The second quartile includes brands than maintain an audience size between 1,246 and 3,865. In absence of audience size, sales volume was evaluated and included those brands that reported between $182,104 and $529,314.
Mid: The third quartile includes brands that maintain an audience size between 3,865 and 11,171. In absence of audience size, branded included in this quartile had to maintain a sales volume between $529,314 and $2,301,006.
Large: The fourth quartile includes those brands with the highest audience size (above 11,171) or highest sales volume (above $2,301,006).

Using MRI data, we then looked at the reported percentages of White non-Hispanics, Black/African American non-Hispanics, Asian non-Hispanics, Other non-Hispanics, and Hispanics.

Assuming that White non-Hispanics comprise about 60% of the U.S. population and all other races/ethnicities make up an estimated 40% (based on U.S. Census data), we then calculated a Multicultural User Index.

For instance, the multicultural audience for Colgate is estimated to be 48%. Seeing that the overall multicultural population of the U.S. is 40%, the Multicultural User Index was derived as: (48%/40%)*100 = 121.

Once a Multicultural User Index was determined, additional data sources from organizations such as AIMM, CIIM, Nielsen, and CMC were used as indicators for how invested a brand may be in diversity efforts. If a brand was included in these additional data sources, they were rated as having a “1” and if not included in the database lists, they were given a “0.” These additional inputs were summed and added to the Media Multicultural Index to each brand as follows:

If all indicators were 0, then 70.
If the sum of indicators was less than or equal to 2, then 100 (used as the base).
If the sum was above 2, then 130.

The final ranking input included Forbes magazine’s ranking of the best U.S. companies for diversity. Brands were weighted as follows based on the Forbes ranking:

If the brand was listed in the Forbes top 500, then 130.
If the brand was not ranked, then 70.

Lastly, we gave 20% weightage to media indicators, 30% to Forbes indices and 50% weightage to the MRI brand survey to come up with the final weightage of the brand.

In summary, the calculations include the following:

Multicultural User Index0.5 + Forbes Index0.3 + Media Multicultural Index*0.2

If the final score was greater than 100, then brands were found to be more multicultural and assigned an index score accordingly.

*Total Audience – We aggregated total audience of sub brands in Main brand, there could be a chance of customer overlap.

We welcome your questions, suggestions, and even contributions. Please address any inquiries to srubio@inclusivista.com.

WHAT WE DO

Founders

Innovative
Advertising
Software

In-house
Identity
Resolution

People-based
Targeting &
Data Integrations

Omnichannel
Capabilities

Custom
planning
tools

Advanced
Reporting
Suite

Transparency

CALCULATION METHOD

Brand Selection and Classification

Diversity Data Inputs

Scoring

Multicultural User Index0.5 + Forbes Index0.3 + Media Multicultural Index*0.2

WHAT WE DO

Founders

Innovative Advertising Software

In-house Identity Resolution

People-based Targeting & Data Integrations

Omnichannel Capabilities

Custom planning tools

Advanced Reporting Suite

Transparency

CALCULATION METHOD​

Brand Selection and Classification

Diversity Data Inputs

Scoring

Multicultural User Index*0.5 + Forbes Index*0.3 + Media Multicultural Index*0.2

Innovative
Advertising
Software

In-house
Identity
Resolution

People-based
Targeting &
Data Integrations

Omnichannel
Capabilities

Custom
planning
tools

Advanced
Reporting
Suite

CALCULATION METHOD

Multicultural User Index0.5 + Forbes Index0.3 + Media Multicultural Index*0.2