ANA, in partnership with Decideware, explored the use of data in broad categories of the client/agency relationship, including: tracking of agency hours, agency performance evaluations, production costs, creative/copy testing and media efficiencies/budgets.

The survey of 92 ‘client-side marketers’ found 90 per cent see data as a way of improving agency efficiencies; 84 per cent believe the use of data will grow in their organisation; and 78 per cent state data improves internal efficiencies at a client’s organisation.

ANA Group EVP, Bill Duggan said: “Data helps build better relationships between the client and agency, helping both parties to focus on outcome. And at a time where there are transparency issues in the industry, the use of data enhances trust.”

Among the 37 performance metrics evaluated, media-related metrics account for seven of the 10 highest-rated metrics for importance, with delivery of total campaign audience goals, efficiency of media buys and media quality assessment rated the highest.

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