Where does your analytics/marketing sciences department fit into your organization? Does it sit in media as a reporting function? Does it handle basic reporting and advanced analytics or are those handled separately?

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My current agency has an SVP of Data with analytics and data science separate but still reporting up to the SVP.

I would say the media team handle “basic reporting” but analytics does manage dashboards and more complex reporting. While data science works on more ad hoc analysis and deploying solutions

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I’ve been at a number of agencies where it’s reported to:
CEO, COO, Strategy, a head of Data & Technology, and Media.

Media - not surprisingly- the group was very reporting focused, and for no fault of its own. I was a director, reported to the SVP/head of media, and while my team tried to be strategic - it was futile. Basically left because of it.

For all of the others - the groups were a blend of strategic, reporting, advanced analytics, etc.

The agency where we sat with technology was one of the most forward thinking because the teams has a great working relationship and the tech team could facilitate a lot of the automation.

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