What is the value of an analytics person at a creative agency? What’s your expectations for that role.

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Assuming they have access to where that piece of creative ran, they should be able to tie together the effectiveness of that asset by audience target and platform. They should be able to design testing frameworks that assures your client they've spent their money well by getting both creative assets and future learnings.

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Any truly good creative shop values analytics and research because this magic trick isn’t done without a strategic and informed team. No matter what they tell you.

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They help sell new work to the client based on previous successes rooted in evidence rather than solely on gut feelings. They are also very helpful to identify key opportunities in the data and can recommend bigger picture ways to help increase ROI from your creative. Depending on how specialized your analytics team can get, building attribution models of client’s marketing platforms can help your account team make better recommendations of where to best spend the clients $$$ for the most return.

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To come up with stats that justify my crazy ideas.

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Someone new to blame.

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Determine strategy for segmentation, provide tracking tags, monitor testing results, write reports on said results and report back to the team, apply learnings, rinse, repeat.

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They exist to tell you what you should have done after you’ve done it

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