NEWS1 November 2016

Over 80% of marketers use data to manage agency relationships

Data analytics News North America Trends

US — A new survey from the Association of National Advertisers (ANA) has found that use of data in managing agency relationships is growing. 

More than 80% of the 91 marketers surveyed said they currently use data ‘often or always’ to help them manage these relationships, and 84% see it growing in their organisation. None of those surveyed saw usage declining. 

A similarly high proportion ( 82%) saw data as contributing to better overall client/ agency relationships; 90% saw it improving agency efficiencies and 78% saw it improving internal efficiencies at the client’s organisation. 

"Marketers should leverage data to improve their internal efficiencies," said Bill Duggan, group EVP of ANA.

"Data in creative particularly warrants more attention, as marketers should strengthen the processes for briefing and copy approvals. Data collection and storage, including the resulting insights, need to be centralised and automated to provide easy access to learning."