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At this point, I'd probably look to go client side in a marketing leadership/strategy role should the opportunity present itself.
I've always viewed agency experience as a hub profession: you get lightweight touches of a lot of different client verticals to see what you like. Analytics goes one additional step further in that while working at agencies you get to learn and understand so many different advertising/media disciplines--from creative, to brand/media planning, to media specializations. If you play your cards right and are at all likeable, you really get to have an understanding of how everyone does their jobs, and this knowledge makes you much more valuable as a marketing thinker since you learn the relevance of these disciplines and addressing various marketing challenges.
The above said, analytics is just a means, not an end. We're all here to motivate consumers and solve problems for our clients. Knowing what I know now I wouldn't want to go client side to be the DBA or the media mix specialist, as I think that would pigeonhole me, but I would leverage my years of experience to help better a marketing department.
That, or keep climbing the agency ranks and see how high/broad I can get myself. Gotta stay flexible.
Coach
This is a good perspective. Keep pushing your own agency to do better and stay open to opportunities. If you you can drive change you'll be recognized, if you can't or the agency doesn't value your efforts you move on to client side or another agency that needs your vision.
Coach
Btw, I think this bowl is actually adding value to my career. The things we talk about here is the real-real. PM me if anyone wants to connect on LI in real life.
Coach
Trying to pivot. Although I have to say, agencies have been very generous to us analytics folks... compensation-wise.
Bowl Leader
I think so too on the compensation point. Where do you want to pivot to?
Coach
Staying put. While we are not perfect, we (my team) are on the right path and I've seen enough behind the curtain on the other side (clients) to know that isn't any better. Marketing data is such a mess that knowing how to solve for that mess is very dependent on experience and smart clients will pay for it. Always open for a killer offer though and I've seen some, but not for a company or an industry I'd be excited about.
Bowl Leader
“The right tech and team”. I have seen others without either and you are right, they end up being some of the weaker if not weakest players in the industry.
Been in this industry 20+ years and I wish I had gotten out 10 years ago. At this point I’m burned out from agency “life” and am looking to pivot to a client side role, even one at a lower position to get my foot in the door. Like anywhere, be careful about climbing too high that you make yourself unattractive to outside industries.
Mentor
I tend to think everyone has clients, so it is similar... In some ways.
Trying to pivot. Ive repeatedly noticed our skillsets being micromanaged by account time and time again. It is frustrating when you and the client are on the same page but have to channel advanced concepts through “media planners”. Id like to go in house. Understand that presents a new set of challenges but i feel stagnant in this industry.
Pivoting to product analytics in tech. I’ve been with good team and bad team in agencies. The reality is it’s not easy to find a long-lasting good team with mostly turbulent agency situations. Now I’m sick of picking up the slack. I’d rather peer pressure.
Ride out agency side for a little longer and then pivot to either to an ad tech platform or go client side.
Right now my team is finally starting to build “real” ML pipelines instead of the adhoc tasks we usually do. So I want to see it through
Coach
I would caution against going adtech platform side. I was once looking into that as well. There is a reason media math just did layoffs... hint: it is not COVID19. It is the sunset of 3rd party cookies in Chrome. Adtech is going to consolidate a LOT.
definitely pivot.
tired of selling widgets that people don't need.
I'm still thinking about it. isolation is a welcome break to consider these things.