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What’s an Engagement Manager?
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It’s going to vary a TON account by account. Some accounts at my agency only do tracking and reporting, but my account is extremely data focused. We use it for everything you mentioned but we focus a lot on behavior. As an example, we model audiences for linear/addressable TV based on previous behavior and then test how they respond to advertising, if the behavior is truly influenced by advertising, if varies significantly by frequency, message, channel etc., we use data for everything because it’s a client ask.
AD1 is right. Someone get that person a promotion!
We help people feel better about decisions they've already made.
Mostly reporting and research to inform the briefs. We’re slowly beginning to move towards the consulting piece.
Lot of our clients demand a lot from our data these days. Every year we renegotiate the scope of work. Lot of data driven business strategy and creative in demand for consumer banks, oil&gas.
They also like to use social data to resolve supply chain issues such as counterfeit complaints on amazon, facebook page, twitter etc. its getting broader when u work with more digital savvy clients
Agency analytics is a complete joke that people take very seriously. I've worked at 4 or 5 different agencies and while some TREAT it more seriously than others, all of the work is very transactional. I appreciate AD1 saying they do more interesting stuff, but the hilarious part is when they said "because it was a client ask."
So we need the clients to beg us to provide value. Meanwhile, non-analysts draw up scopes and act as middle-men between the analytics department and the client. So the only way we get meaningful work is to be incredibly hands-on with the scope negotiation and hopefully have the luxury of direct communication with the client.
In before: "Well ACKTUALLY, my client..."
Yeah, there are outliers. Consider yourself lucky if you're one of them.
@Manager: how would you describe the consulting piece?
@creative director using data and modeling for operational health or product success forecasting.