Most Marketers Rely On Data To Manage Client/Agency Relationships

Bill Duggan.jpg

US, October 31, 2016 - More than 80 percent of advertisers currently use data to help them manage agency relationships and they expect the use of such data will grow because of the overwhelmingly positive results they have achieved, especially in the area of managing media budgets, according to a new survey from the ANA (Association of National Advertisers).

The survey, called “Using Data to Manage Agency Relationships: What’s Important to Marketers,” was conducted in August 2016 by the ANA in conjunction with Decideware, a provider of custom agency management solutions for marketers, to better understand how ANA members use data to manage agency relationships and how learnings can be applied to optimize client/agency performance.

 “Data helps build better relationships between the client and agency, helping both parties focus on outcomes,” said ANA Group EVP Bill Duggan [pictured]. “And at a time where there are transparency issues in the industry, the use of data enhances trust.”More...