Bill Duggan, VP ejecutivo de ANA
A survey of the Association of National Advertisers (ANA) with collaboration of Decideware, entitled Using Data to Manage Agency Relationships: What’s Important to Marketers, revealed that 82% of marketers see that the use of data for managing agency relationships is contributing to better overall client/agency relationships. 90% said it improved agency efficiencies and 78% indicated it also improved internal efficiencies at the client’s organization. “Bottom line: Data is truly a ‘force for good’ in client/agency relationships” wrote Bill Duggan, Group EVP at ANA in an association post. “The widespread and increasing use of data to help manage agency relationships is leading to more informed decision-making” said Duggan, regarding the survey that looked at 37 different data points across broad categories including media, billing/budgets, agency time/fees, production and creative. Data in media was the most important and most utilized of any category. Duggan also recommended to 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, which in turn affects speed, cost and quality of creative work.” Regarding creative, he said, data 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 “soft” metrics like the quality of the brief. Among the ten highest rated metrics in terms of importance were: Efficiency of media buys; delivery of total campaign audience goals; budget updates, media quality assessment, agency performance evaluations, campaign acquisition/conversion rates, among others.
