Majority of Marketers Rely on Data to Manage Client/Agency Relationships: ANA Survey

Posted on by Patty Odell
90% of advertisers see the use of data as improving agency efficiencies.

More than 80% of advertisers are using data to help them manage agency relationships. The use of such data has shown overwhelmingly positive results and will continue to grow, in particular in the area of managing media budgets, according to a new survey from the ANA.

Some of the broad categories explored include agency performance evaluations, tracking of agency hours, copy and creative testing, production costs, and media efficiencies and budgets. The report, “Using Data to Manage Agency Relationships—What’s Important to Marketers,” also found that 82% of respondents saw the data contributing to better overall client/agency relationships.

“Data helps build better relationships between the client and agency, helping both parties focus on outcomes,” said ANA Group EVP Bill Duggan. “And at a time where there are transparency issues in the industry, the use of data enhances trust.” Read the report …

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