Data & Analytics

With analytics starting to have a seat at the table, what do you think is the most important or sensible for agency analytics to sell to clients? Reporting🤮, modeling, audience, media, etc.

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If you’re doing reporting, should be automated reporting/dashbording IMO. But it depends on what the client needs are.

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Agree with reporting being automated but it shouldn’t be something agencies are selling hard or throwing tons of resources to build up, it doesn’t really bring that much value (IMO and I am referring to basic reports like digital media executions).

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Reporting is bare necessity. It's not sexy, but it is required. Everything else is the icing on the cake that brings additional value

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As our reporting got more sophisticated we added a reporting fee to offset the additional tools and hours, but it's mandatory as all our work requires reporting. Our general rule is if you engage us for marketing, we report on that impact. If you engage us for analytics, we'll cover whatever, and we scope from there.

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Clients pay for opportunity and insights. Essentially if they give us $10 and we tell them how to turn that into $15 coming back to them, then we will be seen as valuable partner by a client.

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Yep. My client is a cruise client, and while media is off they are asking how to come back on strong. Show us insights and learnings from before.

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