Data is a "Force for Good" in Client/Agency Relationships

Those are the key findings of a new survey by the ANA Association of National Advertisers released this monthamp160The survey entitled Using Data to Manage Agency Relationships What39s Important to Marketers revealed that more than 80 percent of marketers currently use data quotoften or alwaysquot to help them manage agency relationships Further use of data to manage agency relationships is increasing with 84 percent of marketers seeing it growing in their organization and none seeing usage decliningThe use of data for managing agency relationships delivers strong outcomes 82 percent of respondents saw it contributing to better overall clientagency relationships while 90 percent said it improved agency efficiencies and 78 percent indicated it also improved internal efficiencies at the client39s organizationThe survey looked at 37 different data points across broad categories including media billingbudgets agency timefees productionamp160and creative Data in media was the most important and most utilized of any categoryMeanwhile data in creative warrants more attentionTo increase the use of data in evaluating and managing creative agencies should consider strengthening the processes for briefing and copy approvals as those affect creative process efficiency amp160which in turn affects speed costamp160and quality of creative workamp160Data also should be used to track progress specific suggestions include the number of rounds of revision which work undergoes prior to final approval the average length of time that each approval step takes and quotsoftquot metrics like the quality of the briefThe ten highest rated metrics in terms of importance wereEfficiency of media buysDelivery of total campaign audience goalsBudget updatesMedia quality assessmentAgency performance evaluationsCampaign acquisitionconversion ratesCost benchmarking of media versus internal historical ratesCost benchmarking of media versus industry ratesAgency scopeofwork deliverablesViewability rate of digital advertisingThe report was a joint collaboration between ANA and Decideware a provider of custom agency management solutions for marketersWatch MediaVillage for Jack Myers39 upcoming reports on the highest rated metrics in terms of importance for agency andamp160clientmedia sales relationshipsClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Data is a "Force for Good" in Client/Agency Relationships

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Bill Duggan

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