A relationship with your marketing agency can be both tiring and rewarding. You may be juggling more than one project, plus you have to manage your own partnership with them. 

For an agency partnership to succeed, there needs to be close coordination and communication between both parties – think free exchange of information, clear policies on specific scenarios, and the sharing of resources when possible.

Everyone has heard agency horror stories – and this level of a partnership described above is quite hard to come by. Part of the problem was that historically agencies controlled the flow of information for the projects they managed – it was up to them to measure and track the success of their campaigns, and then pass this analysis on to you.

However, as marketing has evolved to include more detailed performance metrics, it’s important that the marketing agency you hire and your internal team is on the same page in regards to what is important and what you want to be reported.

Software can now be used to bridge the gap in an agency partnership. For a successful relationship, you must both be using the same tools, to help them provide the best possible service.

Here are a few ways of using marketing analytics software can improve your marketing agency partnership

Use software to set clear KPIs

If you give the agency access to a marketing or social media analytics tool that you use in your business, then it will probably already be configured to display the information you find most important. The data it generates could also be plugged into any formulas you use to generate other reports. You have the advantage of working with a tool that you’re already familiar with, while the agency gets the advantage of using a tool that generates the information they’re sure the client values.

Once you have given them the appropriate level of access, you can now define an achievable goal for the agency to target based on clear and quantifiable KPIs that you’ve chosen. This gets you both on the same track in terms of performance expectations and removes any confusion as to what you define as a success.

Simplifying agency communication

Planning conversations without a drive towards an agreed upon goal is time-consuming and need to be avoided.  Using your existing marketing analytics software, however, completely removes the need for those dreaded “check-in” meetings, and points of discussion in several others, because the data is available to anyone at any time. It is much simpler for people on both sides to keep tabs on a campaign’s progress. Just log into the tool and check the numbers. You both have access to the same data and therefore have open and transparent communication channels.

Instant response to new data

Imagine a scenario where you have just released a social media campaign. Your initial reception is average and maybe feels slightly disappointing. However, then interest spikes from one particular segment of a customer group you’ve never really paid attention to before. You can then fine-tune the campaign to target the interested group, and hopefully, your metrics will soar. This can only happen if both parties have easy and timely access to the data. Without it, the client company would have to wait until the next update meeting to learn about the hidden segment.

Indeed, sharing the same platform gives you the ability to instantly detect new developments, which may be positive or negative, and give you enough lead time to formulate a proper response. And since both agency and client are working off the same data, there are more chances for anomalies to be detected and less time wasted on getting people up to speed.

In summary

In today’s fast data-centric market, there are clear advantages to plugging your agency into your marketing analytics process. Your agency can prioritise the right KPIs, work off the same data you receive, and respond faster to campaign results. Ultimately, this will lead to a stronger partnership for both teams.

Your business, in turn, will benefit by having a deeper insight into your agency’s efforts, simpler lines of communication, and have a more integrated and intimate relationship with your agency partner.

December 10, 2018