A week ago I spotted an article in Forbes magazine by Avi Dan – a leading agency pitch consultant, and he echoed what I’ve heard from other pitch consultants; that clients today want their agencies to “get” how to put analytics and data driven marketing into action in all their marketing efforts. In fact, about 80% of agency pitches now have data-driven analytics and measurement requirements baked in.
What we’ve found is that many agencies (especially independent, mid-sized ones) don’t have the skills in-house to serve their clients’ analytics and measurement needs. Ours is still largely a specialized area of marketing services. For creative-driven agencies, building an analytics and data management team is often not the first place they plan to invest – and the cost of marketing technology to support big data work is too great for companies just dipping their toe in the water. Another barrier is that the skills needed to work with big data and analytics are often so different from the skills needed to build a brilliant creative agency that the practitioners of each just don’t seek each other out. That’s ironic, and a shame, because data-driven marketers and creative agencies can build a dramatically better creative product for their clients – if they work together.
We've been partnering with agencies for years to deliver insights that can help agencies deliver better work for their clients. When agencies partner with analytics firms -- the end result of more micro-targeted and segmented marketing is a demand for more brilliant, relevant creative development! When analytics firms work with agencies the insights they dig up from customer data can be realized in smarter marketing campaigns – both sides benefit and of course, so does the client with more measurable, tangible results for their marketing spend.
So if you’re a client – make sure your analytics team and your creative team feel comfortable collaborating. If you’re an agency – try partnering with an analytics team to see how you can refine targeting and use scientific testing to improve response to campaigns. Partner to leverage marketing technologies and measure the results of your client’s campaigns across channels. Neither the analytics nor creative teams can deliver everything clients want today on their own – they need to work together and turn the insights into action. It really does take “a village” to make data driven marketing deliver everything possible.
For more ideas about how to leverage your customer data, be sure to download our new ebook “100 Ways To Do More With Your Data”.