As today’s brand marketers are tasked to do more with less, they’re demanding additional support from their agencies, particularly when it comes to navigating the new and ever-changing data landscape. They’re looking for strategies and tactics for managing third-party cookie deprecation, new privacy regulations and evolving tech platform policies – and their partners are racing to deliver.
Holding company level shops may have deep resources and their own data arms to support much of this demand. But for independent agencies, these shifts may cause a greater strain. Yet no matter the size of an organization, the opportunities to deepen client relationships and deliver new value far outweigh the challenges.
Here are three areas in which agencies can satisfy increased demands from clients on the data side, all while up-leveling their internal processes, partnerships and personnel.
Dig into client data capabilities
To meet new client demands around data, agencies need to first get a handle on the brand’s data journeys – where a brand sits with its data assets and capabilities. Alignment and figuring out where they are means asking a lot of questions.
One of the biggest pain points brands face, particularly in light of third-party cookie deprecation, is the need to acquire, organize and activate first-party data assets. But this process looks different for every company. What first-party data does the brand already have on hand, and how was it acquired? What does the brand’s privacy policy say about how the data is or isn’t used? Where and how is data stored and organized? How’s it being activated today? Where can the brand be tapping into opportunities to capture additional first-party insights? Where does it need to be supplemented with third-party insights?
Agencies need to deeply understand their clients’ relative data sophistication and adapt their approaches accordingly. Only then can they determine where and how they can add value for a client when it comes to their data strategies and, ultimately, the campaigns that they power.
Maximize capabilities with the right partners
With a better understanding of a brand’s data position, independent agencies can endeavor to make their own resources – and those of their clients – feel bigger through the right partnerships.
This starts with education and being aware of the types of data partners in the market and building a repository of go-to resources across a range of areas. These may include tech partners that can help brands organize, measure and use their data; providers who can help brands supplement and activate data assets, build custom audiences and leverage first-party data for modeling; analytics partners to help brands measure campaign effectiveness; and channel partners who can help brands deliver their audiences and media to the right place, including growing channels like connected TV.
Not all brands require partners in every data discipline at a given time, so agencies need to be prepared to help their clients weigh the benefits and expected returns of potential partners. Also, it’s worth noting that while an agency should establish its own roster of trusted data partners, it must also remain flexible enough to work with any existing partners that its clients might bring to the table.
Partner with us for more agency strategies and insights. Reach out to the Alliant team today!
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