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Go beyond Google Analytics and use data to educate your clients

Numbers and data are no longer a daunting task — they’ve now become an integral part of a company’s operations. The issue is most companies are only given the basic facts of their data without the what’s, how’s, and why’s that are driving the analytics. Jaywing, a British data-based digital agency, found that brands across the board are failing to take advantage of marketing technology innovations, including how data can lead to larger explanations of how their audiences consume. Further, the agency’s 2017 Data-Driven Marketing Report found that 23 percent of marketers rate data science and analytics as the least important marketing skill. By contrast, the Data & Marketing Association found that 33 percent of marketers said having the right technology for data collection and analysis as the most important tool for understanding audiences. Given these disparities (and the fact that marketers are expected to spend 11 percent of their budget on analytics), it’s important to understand why data is an essential part of your client's business and how you should present it to garner the best results.  How companies are using marketing analytics:   1. Clients now expect more from analytics. As clients get more familiar with data jargon, they begin to understand more about what is being collected. Further, they’re hearing buzzwords like “big data,” so naturally they want more than just numbers thrown at them — they want an explanation. Clients now want to know what data does, its fluctuations, and how it will affect their business. Agencies are currently searching for the right direction to send their clients in as well as condensing data into points of value. Data is coming from all directions, and having the right people on staff who can analyze it well [...]

By |January 3rd, 2018|

Sell What You Do, Not What You Make

Agencies love to talk about their “stuff.” From event strategies to promotional packages, they get deep into the nitty-gritty. Although nuts and bolts might be great for a home renovation project, they don’t produce tons of revenue. What’s the problem? Selling tangible things limits the conversation to stuff that everyone offers. You create websites? Great, but so does every other agency in your marketplace. In other words, by emphasizing what you make, you inadvertently level the playing field. And that’s bound to kill your conversions. Instead of pontificating about features, focus on the service elements that make your agency the most powerful on the globe: It’ll oil the sales funnel and help prospective audiences slide into client roles. It’s what Accenture does, and it’s why it’s the No. 1 agency in the world. Ironically, the company barely makes anything and it’s prospering to the point that its 4,000-employee company just announced the addition of 800 jobs in Atlanta. Those are some serious numbers in a notoriously tough arena, and they do it all by highlighting what can’t be commoditized. Accenture sells its thinking, strategy and planning; in other words, it sells what it knows about the industry. Its expertise — not its products — is its strength, and that’s worth loads to eager customers. Other agencies receive $125 or $150 an hour; Accenture commands up to $400. The company has hit upon a truth in selling and agencies are poised to do likewise if they shift their mindsets from making to doing. What does your agency bring to the party? Prospects are accustomed to playing a price tug of war with their agencies, but when the talk moves toward what you do instead of the cost [...]

By |December 20th, 2017|
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