Bill Duggan, VP ejecutivo de ANA
According to ANA’s new survey Using Data to Manage Agency Relationships: What’s Important to Marketers more than 80% of advertisers currently use data to help them manage agency relationships and they expect the use of such data will grow because of the overwhelmingly positive results they have achieved, especially in the area of managing media budgets. “Data helps build better relationships between the client and agency, helping both parties focus on outcomes” said ANA’s Group EVP Bill Duggan. The survey, conducted in August 2016 in conjunction with Decideware, a provider of custom agency management solutions for marketers, explored the use of data in broad categories of the client/agency relationship, including agency performance evaluations, tracking of agency hours, copy/creative testing, production costs, and media efficiencies/budgets. Other key finding includes: 82% see use of data to manage agency relationships contributing to better overall client/agency relationships; 90% saw it improving agency efficiencies; and 78% saw it improving internal efficiencies at the client’s organization. Among the 37 performance metrics evaluated in the survey, media-related metrics account for seven of the 10 highest-rated metrics for importance. The implications of these findings include that data should be seen as a “force for good” in Client/Agency Relationships, because it’s leading to more informed decision-making and improved efficiencies at both clients and agencies. And that data use in media is critical, and with media transparency currently a major issue in the industry, ANA encourages advertisers to assume greater internal stewardship of their media investments and to set up metrics to track performance.
