Agencies must capitalise on consumer data to demonstrate expertise and win client pitches

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 01, 2020, 9:39 AM UTC

Retention models backed by consumer data and other insights are more effective and accurate.

To connect with potential prospects and build deep brand-agency relationships, agencies must leverage high-quality consumer data across the marketing funnel. Real-time consumer data allows agencies to demonstrate expertise and provide a glimpse of actionable insights, and win client pitches.

Consumer data helps agencies identify opportunities to grow a brand’s business and have a better understanding of their target audience. Agencies can use datasets and third-party data to understand consumer attributes like education, interest, and more and build accurate personas.

This article recommends combining first-party data along with high-quality third-party data to help brands scale sophisticated audience models and improve campaign performances. Agencies can also position themselves, data partners and consultants, by analysing datasets and translating them into actionable insights.

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