Ensuring that ads reach the correct accounts is no longer sufficient – agencies need transparent analytics to increase ROI and reduce wasted spend.
Agencies must choose vendors that offer industry-leading analytics insights about their target accounts across channels and campaigns. With such insights, agencies can increase their ROAS and efficiently push their accounts through the funnel, meeting their goals.
Comprehensive insights about key accounts can help agencies create optimum media plans to serve their brands and vendors. Similarly, the methodology behind the analytics offerings must be verified for trust, safety and reliability.
When verifying their vendors’ analytics offering, agencies must ensure a combination of media types is being utilised, ads are effectively deployed and optimised, and strategy and communication are present throughout the process. Agencies should determine what type of reports their partners provide and if the data is being shown at the company level.
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[5 minute read]