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Partners in Transparency: The New Brand Agency Relationship by BECKON

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Brands love and need agencies. They are key partners and always will be. But it’s time to revamp the way brands and media partners collaborate. For too long, agencies have held the brand’s performance data close to the vest, while providing reports (usually long after the campaign is over) that focus on what went well from the agency’s POV and downplay what didn’t.

Brands and agencies need trusted, transparent and timely reports to see what’s working (and what’s not!) and course-correct quickly and confidently.

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Partners in Transparency: The New Brand Agency Relationship by BECKON

  1. 1. PARTNERS IN TRANSPARENCY: THE NEW BRAND + AGENCY RELATIONSHIP A BOOK TO INSPIRE AND GUIDE BRANDS
  2. 2. 1 REINVENTING THE BRAND + AGENCY RELATIONSHIP Brands love and need agencies. They are key partners. But we need to make sure agencies are always working with our best interests in mind. And we need to be able to measure their performance better so we know that we’re spending our money wisely. We also need to own our data no matter what—it’s our asset! We don’t have to become analytics experts or pull analytics completely in house. But we can more closely monitor, track and measure agency performance and manage our spend. It’s time to establish transparent and successful partnerships with our agencies. The way we work with them will change, but less than we might think—and it’s a win-win for all involved. Let’s explore this new world!
  3. 3. 2 OLD WORLD NEW WORLD Brands outsource planning and strategy to agencies Brands actively partner with agencies on planning, strategy, optimization. Lack of transparency—agencies are a black box Full visibility into cost, execution and effectiveness of media plans Brands must ask agencies for reports (and pay for them) Automated dashboards available 24/7 Messy data and slow, channel-based reporting prevent timely insight Clean, trusted data and real-time, omnichannel reporting enable timely insight. Agency reports are flat files and PowerPoints Brands and agencies have self-serve, drill-down access to the source of truth for marketing data + insight. Agencies only report on what worked best Brands + agencies discuss what’s working and not working, and optimize accordingly Different reporting frameworks across campaigns and agencies Consistent reporting framework for easy comparisons across campaigns and agencies Agencies “grade their own homework” Agencies report against brand KPIs that reflect business objectives Agencies lack sales and other brand data, making analytics and insight less useful Agencies can access sales and other brand data for comprehensive analytics and insight THE NEW WORLD
  4. 4. 3 THE STORY Agencies are responsible for so much spend. Yet from a brand’s perspective, the relationship often feels like a black box. Agencies typically share very little data. When they do, the reports are sometimes finessed, and often arrive too late to act on. Further, when agencies report on their own performance, everything seems to be going great. But is that so? (A classic example: The business is performing worse and worse yet the charts in the agency reports are all up and to the right.) It’s time for brands and agencies to have transparent, mutually beneficial partnerships around data, reporting and strategic thinking, working together to find solutions that make the most of every marketing dollar. Beckon is the breakthrough technology that makes this possible. Beckon is the source of truth for data + insight—an integrated, clean, normalized marketing performance dataset and the reports it fuels. When a brand has a source of truth, it no longer has to rely on agencies grading their own homework. Instead, the brand and its agencies enjoy clear visibility, consistent KPIs, and clean, trusted data and reports.
  5. 5. 4 10 BRAND BENEFITS 1. All media spend and performance (planned and actual) flow into a brand-owned data hub 2. Technology does all the heavy lifting and provides clean, trusted data. 3. See at a glance what data is in and what’s missing—agencies are automatically prompted to fill any holes. 4. Compare performance across campaigns and agencies apples-to-apples. 5. Success metrics show business impact and progress against brand goals. 6. Full transparency into agency reports, analytics and performance. 7. Continuously updated dashboards and scorecards make clear what’s working across it all. 8. Drill down into the data to see exactly what’s driving performance, to do more of what’s working and less of what’s not. 9. Fast reporting, analysis and optimization cycles. 10. Save money on agency reports and retainers—simply create new dashboards and scorecards as the need arises. 1. All media spend and performance (planned and actual) flow into a brand-owned data hub 2. Technology does all the heavy lifting and provides clean, trusted data. 3. See at a glance what data is in and what’s missing— agencies are automatically prompted to fill any holes. 4. Compare performance across campaigns and agencies apples-to-apples. 5. Success metrics show business impact and progress against brand goals. 6. Full transparency into agency reports, analytics and performance. 7. Continuously updated dashboards and scorecards make clear what’s working across it all. 8. Drill down into the data to see exactly what’s driving performance, to do more of what’s working and less of what’s not. 9. Fast reporting, analysis and optimization cycles. 10. Save money on agency reports and retainers— simply create new dashboards and scorecards as the need arises. 10 BRAND BENEFITS
  6. 6. 5 1. Automated data clean-up and integration—no more cut-and-paste! 2. Access to sales data, brand equity data and more enables “total picture” reporting. 3. Drill-down access to omnichannel dashboards, scorecards and data exploration tools for agile decision-making. 4. Focus on analysis and recommendations instead of wrangling messy data. 5. Fast reporting, analysis and optimization cycles. 6. Consistent reporting frameworks—no more guesswork about what to report on. 7. Align performance against brand goals and objectives. 8. Tell the full story of campaign performance with trusted data, rich media and the voice of the customer. 9. Be a leader in transparency, accountability and data access. 10. Build long-term, strategic partnerships with brands 10 AGENCY BENEFITS
  7. 7. 6 CHALLENGES (AND REWARDS) Getting to a partnership that’s transparent and cooperative to this degree requires change. Brand roles and responsibilities change. Agencies are asked to change how they report performance—and in some cases, give up reporting responsibility altogether. Agencies may initially feel threatened. Address these concerns proactively. Approach this as an opportunity to strengthen the relationship—we’re going from good to better! Agencies are our partners. Let’s work with them to use data + insight to add value on both sides. For brands, too, it’s a transition. Many brands decide to get more involved in analytics and reporting. You may need to bring new skill sets and capabilities in house. And access to data you’ve never had before may reveal smarter ways to invest your dollars and resources. Be open about the issues, but stay focused on the opportunities. It’s a chance to build a data-driven culture, and a team that partners with your agencies to continually test, learn and improve. As the process is established and wins are notched, the benefits, efficiencies and easy access to clean, trusted data will win out, and the new relationship will become part of the culture on both sides. How can we say so? Because we’ve been through this many times before. Beckon has helped some of the world’s biggest brands establish transparent partnerships with their agencies, helping both parties leap forward on the wings of a source of truth for marketing data + insight.
  8. 8. 7 • Beckon works directly with your agency partners (or through the brand if you prefer) to understand how your data is sourced, integrated and tagged. • Then, we automate data management per your business rules, connecting directly to the data sources. • We integrate, cleanse, normalize and objectively maintain all your marketing data—including agency data—and make it available for real-time analysis + reporting via simple, self-serve dashboards, scorecards and data exploration tools. • We help you establish KPIs and agency reports that map media performance directly to your business objectives. • We arm you with the right business questions as you partner with your agencies to ensure that campaigns are on track and spend is allocated wisely. HOW BECKON MAKES IT HAPPEN
  9. 9. 8 • These dashboards, tools, KPIs, reports and business questions provide omnichannel visibility into performance, so you and your agencies can make agile decisions and move spend from low performers to high performers on the fly. • Because we hold both your KPIs and sales data, we’re able to calculate effectiveness ratios between the two consistently. These ratios serve as leading indicators of marketing performance as well as early warning signs. (Issues like Facebook charging for 100x the impressions actually served would be noticed immediately, when effectiveness rates suddenly drop by 100x.) • We let you share sales outcomes and other important data in any way you deem fit—all the way down to the level of individual metrics! (You can restrict any data you like as well.) Your agencies can finally have access to all the brand data they need to drive performance against your strategic objectives.
  10. 10. GET STARTED Download 6 Steps to a Transparent Brand + Agency Partnership Get our roadmap to a win-win relationship built on clean data, trusted insight and maximum growth. Includes quotes and examples from brands that have made the journey. LET’S TALK We’d love to talk with you about best practices for agency management—your current situation, what’s possible, and how to get there. Get in touch at hello@beckon.com

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