How Data Affects Client-Agency Relationships - eMarketer

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How Data Affects Client-Agency Relationships

In-house marketers are learning new ways to manage relationships

November 11, 2016

The rise of digital has also meant, for most marketers, the rise of data. And according to research from August 2016, data is changing the way brands deal with agencies.

In August 2016, the Association of National Advertisers (ANA) and Decideware found that just about all client-side marketers in the US rely on data at least sometimes to help manage their relationships with agencies.

The most important determination client-side marketers are making with this data is the efficiency of their media buys; with data on campaign performance, they can be better informed of how agencies are spending their budgets. Nearly as important as efficiency was determining whether agencies were delivering on total campaign audience goals.

In-house marketers also considered it important to use data to conduct media quality assessments, verify conversion rates and benchmark the cost of media vs. internal historical rates as well as industry rates.

The ANA/Decideware research suggests using this data is going well: The vast majority of US client-side marketers responding said they planned to use it more in the future, compared to just 16% who said their use of data to manage agency relationships would stay the same. None planned to use it less.

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